1. Determine the scenario: What happens in
this frame?
In this Lucky Strike ad there is an illustration of a man
clothed in white (possibly a physician) holding a pack of cigarettes. This ad
is encourages it’s spectators to buy “Luckies” based on the fact that nearly
21,000 physicians said that they are less irritating compared to other brands.
2. What is the setting? What are the
conditions?
This ad ran in the 1930. During this time in America, ads
promoting “health benefits” from smoking cigarettes what allowed and virtually
went unquestioned.
3. Who are the people or groups?
The advertisement was for Lucky Strike cigarettes. The ad
depicts a physician a Lucky Strike pack.
4. What is their point of view around this
specific experience?
The physician in the ad is smiling at the pack of cigarettes
he is holding. He seems to be enjoying it a little more than average. As if he
just ran to the store to buy the pack (based on his rosy cheeks) and is about
to settle his urging fiend for them.
5. What are their goals?
The goal for this ad is obviously to sell cigarettes. But in
a way that smoking a Lucky will benefit it’s consumer. Therefore, making
consumer feel as if smoking these cigarettes is the best choice for them.
6. What are their assumptions? What are
their perceptions?
The assumption is that Lucky cigarettes are less irritating
compared to other cigarettes at the time. They state this in their ad because
“20,679 Physicians” said this.
7. Are there conflicts? Is there cooperation?
The conflict with this ad is that it claims to protect you
throat against cough. When the true protection against cough is not smoking at
all. But of course they would never say that, they would loose sales.
8.
What are the outcomes?
This ad and ads alike during this era brainwashed their
consumers into believing that cigarettes were good for them. Then generations
of consumers believed these claims and fell into habit, possibly killing
massive numbers of people.
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