Audience: Smokers
Attention: This is an older ad made when cigarettes weren't acknowledged for being truly bad for you. So it must be looked at through eyes of which you disregard all you have learned about smoking in school. Following that, you can look at the ad in a time when cigarettes were first starting to gain a bad reputation. The fact that doctors smoke these cigarettes would soothe the growing unease of smokers, grabbing their attention as they snatch at reasons for sating their conscience.
Interest: The need evoked is obviously the need to smoke. It plays off of the consumer's addiction.
Desire: By saying that more doctors smoke Camels, it sparks a desire to not only satisfy their addiction, but to do it do increase their social status. They want to be associated with the higher educated and prestigious medical professionals.
Action: "For 30 days, test Camel in your T-zone (T for throat, T for taste)"
This call to action isn't very effective as it doesn't state any reward you will receive for trying their product for thirty days.
Nicole,
ReplyDeleteI like that you decided to choose and older ad and when posting about the AIDA effect, you kept in mind the needs and wants of a previous generation. It's interesting to think that the needs of those in the past are very similar to those presently. ex. status and the need to satisfy an addiction. Good Job in choosing the add and analyzing it :)
Thank you very much Vivian! It seems like, in our perception of materials like cigarettes and their health effects, we have grown and changed exponentially, but our basic make up of wants hasn't changed. We are a society of consumers.
ReplyDeleteCan you relate to the need for status or to satisfy an addiction? (not that I am saying you are addicted to drugs :) There are many different types of addictions)
ReplyDelete