God, do I love cigarette ads. They are the best thing since sliced bread, but occasionally someone (that’s me) will ask the question, “Sexist advertising . is it for chauvinist pigs or is it a blameless little piece of skin?”
The best cigarette ad I have seen so far involved two men in a cauldron with Amazons surrounding them. The ad gives the impression that these women have something else in mind for the two weary travelers (wink, wink).
Two women are in the background cutting carrots, and the other three are in the foreground with their arms wrapped around the two “helpless” men.
I must also mention that one of the men is casually smoking a cigarette while he is being violated, basted and hungrily sniffed by the beast-like women.
The other man seems to be fully relaxed and enjoying himself. This guy is either oblivious or eager to begin his inevitable boiling (masochist!).
At first glance it might appear that these vixens are in total control of the situation, but it is obvious that there is some sort of hidden undertone.
It seems far-fetched that just 10 years ago a cigarette ad like this would be considered vulgar and indecent. So, to remedy your dismay (and partially to humor myself) I will explain how and why these sexy ads came about.
Children’s activist groups complained that “cool” Joe Camel was a detrimental hero for young minds. They said that Joe made cigarette smoking look like the happening thing to do. These groups would have loved Joe if they knew what the new ads were going to be like.
I feel bad for those groups, because their plan to get rid of Joe backfired. The Camel company got rid of this smooth-talking cartoon, and replaced him with incredibly beautiful women.
So, let’s see what affects the teenage mind more? A cartoon or gorgeous women? I bet those very same activist groups would give anything to have Joe Camel back now. I don’t think Joe ever wore any skimpy shirts or tight pants.
The young mind’s fascination with sex makes me believe that teenagers will listen to beautiful women long before they will pay any mind to good old Joe.
The erotic suggestions expressed in these ads help kids forget that they won’t get beautiful women if they smoke, because they will have bad breath, stained teeth, smelly clothes and eventually one day they will have a bumper sticker that says, “At least I can still smoke in my car.”
Cigarette companies understand that kids will not think about their future when they see beautiful women crowded around a man holding a cigarette.
Basically, the teenage mind shuts off and drool forms at the corners of the mouth when beautiful women are involved. The ads say exactly what teenagers want to hear: “Buy our cigarettes and look what you can have.”
A good advertisement is meant to arouse controversy and provoke varying emotions. So, do sexist ads sell or do they simply just tick people off?
I think sexist controversy and anger are one in the same. I also think that since controversy and anger are the same, they both sell equally as well.
They may not sell to the small percentage of people who recognize the hidden content and manipulation behind the picture or 30-second spot, but the majority of people who see these ads will only remember them if they are shocking, annoying or totally ridiculous.
Everyone knows about the Budweiser frogs, and most guys can remember the Budweiser commercial where a bunch of guys swim across a lake to party with beautiful women. The average American’s attention span will only allow catchy slogans to seep into the mind.
The days of the mild-mannered Marlboro man and smooth-talking Joe Camel are over. Joe has been replaced by sexy women, and the Marlboro man is on his last legs waiting around to be replaced by talking donkeys or something equally ridiculous.
It is now more clear than ever that the new slogan for advertising is “sex sells.”
And I say bring it on, because, dang, are those frogs easy on the eyes!
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