Part B: Tipalet Advertisement

The value that is being “sold” in this message is that smoking makes a man more appealing to women. There are numerous techniques which are embedded in this advertisement to omit this idea. The text is used to give potential male consumers the perception that using the product advertised will make them look more to the “ideal” man. The text says “Blow in her face and she’ll follow you anywhere”. This statement gives the impression that women will be unconditionally and irrevocably in love with the male smoker if the male smoker blows smoke into the woman’s face. Blowing smoke into the woman’s face is portrayed in the advertisement to make the male smoker seem more handsome and sexy, which are few of the many qualities that women are stereotyped to look for men.

The intended audience for the product advertised is males, particularly young men. Women are excused from being the targeted audience because women back in the twentieth century were not expected or allowed to smoke. It was considered vulgar and inappropriate for a lady to do such thing. Furthermore, the inequality between men and women is demonstrated in this particular advertisement. Back then, men looked down upon women, thus were not given equal status as men. For example, women were given different roles in society than men. Women were obligated to cook, clean and take care of her children if she had any, while the men went to work. In this advertisement, the man is staring down upon the women with no emotion, whereas the woman is staring up at the man who with wide eyes. Her lips are parted, as if she is both dazed and surprised by the appearance of the smoker.

The advertisers chose the appearance of the male smoker strategically. The man is not particularly good looking. The reason behind this is so that potential customers will get the impression that no matter what colour, size, ethnicity or race these men may be, they will be guaranteed for their money beautiful women to fall in love with them. Also, the advertisers chose a healthy looking man to be in the advertisement. This is so that the male viewers will not be assuming right away that the products advertised could put their lives at risk. In fact, the advertisement goes even further by adding that customers will get the smoking satisfaction without inhaling smoke. The advertisement quotes that the consumer will be doing himself a favour by purchasing “Tipalet” cigarettes. As a result, more male smokers will tempted to use “Tipalet” rather than other cigarette companies because this company reassures men that they will not exhale smoke.

The advertisement gives the notion to men that only beautiful women will be attracted to them and not regular-looking girls. I know that the advertisers wanted to send this message through the appearance of the lady regarded in the advertisement. The lady is beautiful. She has dark long hair, long eyelashes, exotic-looking skin and full skin. In addition, the clothes she wears shows too much skin. Her blouse is sleeveless and low-cut.