The advert
The above advertisement by the Natural American Spirit introduces a brand of 100 percent additive free and natural tobacco. The advert targets adult smokers and aspiring smokers with an assurance of a natural and additive-free and a healthy smoking, but further warns of health hazards associated with smoking.
Critical analysis of the advert
The background is green, symbolizing a natural environment. The white picture of the long filter of the cigarette with a plant-like smoke further indicates the attempts to make the product natural and pure. The tone of the advert is both relaxed and tensed. Use of such words like ‘natural’ and ‘additive-free’ in the advert creates an illusion of nature, safety and health (Goeldi 3). Advertisement laws, however, is contrasted by the generic like surgeon general warning, which highlights the harsh reality of smoking tobacco and cigarette. The consumers are likely to be confused because they do not know their safety of vulnerability when they use the products of Natural American Spirit.
The advertisement appeal employed by the natural American spirit is to create a comfort zone for smokers that they are safer with natural and additive-free tobacco and cigarettes. Standards and laws further require them to dispute themselves by highlighting all the risks of smoking, including their products. The consumers are expected to cling to the natural aspect of the product to continue buying (Aaker & Erich 9).The above advert appeals to nature as the basis of their product identity and promotion. The plant as the smoke and green background symbolizes the nature-friendly product. The smoke, according to the advert, is not harmful as it is as natural as nature itself. The result of this advert, according to my assessment, is that health and advertisement laws impede its influence. They have accepted that tobacco and cigarette smoking is indeed harmful. I expect fewer pregnant women, cancer advocates and health activists to discredit it.
Works Cited
Aaker, David A., and Erich Joachimsthaler. Brand leadership. Simon and Schuster, 2012. Print.
Goeldi, Andreas. "Website network and advertisement analysis using analytic measurement of
online social media content." U.S. Patent No. 7,974,983. 5 Jul. 2011. Print.
