EOC Week 3

• 1. Determine the scenario: What happens in this frame?

The frame shows the actual Camel Lights mascot, Joe Camel, actively smoking. Joe Camel has a look of non-concern on his face as he puffs away on a cigarette.

• 2. What is the setting? What are the conditions?

The setting is a beautiful blue sky in the background. Joe Camel is leaning against a cool sports car with sunglasses on as if this is his leisure time. Joe Camel smoking is the center of attention in the ad. The bottom of the ad does feature the small surgeon general warning close to the bottom of the advertisement. The Camel is the center of attention, not the warning.

• 3. Who are the people or groups?

The Camel is depicted as a younger generation: wearing a t-shirt, causal jeans, smoking, driving a cool car, and wearing sunglasses. Camel Light published this advertisement in the late 90’s. From a fashion standpoint the outfit that Joe Camel is wearing a t-shirt and jeans, which were popular for the younger generation at the time. Joe Camel flexes his big muscles as he smokes: embodying “cool,” what every young person aspires to be.

• 4. What is their point of view around this specific experience?

The tobacco’s company point of view around this experience is that a cigarette is like an escape. Joe Camel parked his sparkly red sports car to lean against it and enjoy a cigarette on his own time. Even more important is the full pack of cigarettes tucked in-between his shirt and his muscular arm. He always has cigarettes on him. Tobacco companies believe, or want you to believe, that smoking is completely normal and a daily activity.

• 5. What are their goals?

The goals of Camel Lights are to making smoking seem cool, and more than that, normal. Joe Camel casually leans against his car to enjoy a smoke. Joe Camel in my opinion is being portrayed here as a young adult. In essence this advertisement is targeting the younger generation to smoke.

• 6. What are their assumptions? What are their perceptions?

The tobacco industries assumptions are that teenagers strive to be as cool as Joe Camel. Their perception of the younger generation is shown through the Camel’s attire and body image. The facial expression and casual nature of the advertisement shows the leisure in smoking cigarettes.

• 7. Are there conflicts? Is there cooperation?

The conflicts are with the health factor of smoking. There is a surgeon general warning on the actual advertisement. People might see this conclude that smoking is cool and they should do it, or they may conclude that smoking is unsafe. Yes, there is cooperation, because people today smoke.

• 8. What are the outcomes?

The outcomes of this advertisement mean an increase in sales of cigarettes and tobacco products. That is the preferred outcome of the tobacco industry, but if anything people will see this and gain brand knowledge and will have had seen the perfect picture painted by Camel Lights.