Newport World Essay Research Paper Newport World

Newport World Essay, Research Paper

Newport World Today, cigarette advertisements generally target a specific consumer with flashyadvertisements and try to establish a reputation with them at a young age to ensure themof a life long consumer of their cigarettes. Cigarette advertisers try to glorify theirproduct with a variety of marketing schemes that tap into the human need of acceptance,they do not care if they are selling a smoke filled death to children, but if theiradvertisements are increasing sales. Advertisers have the need to show their product in apositive fashion. The packaging color alone could be the deciding factor in a sale. Withthe competition of today s market, a manufacturer needs every advantage possible. Advertisements are responsible to make their product seem to be an essential part of life,that the potential consumer never realized they were missing. A perfect example of this is a Newport cigarette advertisement featured in theSeptember issue of Maxim magazine. The ad uses bright colors, like green and orange, tograb your attention. The use of bright colors ensures, that you will not miss theiradvertisement while flipping through a magazine. The advertisement shows people intheir twenties to thirties, dancing and having a good time. The purpose of theiradvertisement is to grab your attention in a split second. Using bright colors andattractive people, they can accomplish this with ease. The only problem with this is thatevery other ad is trying the same marketing strategy. The use of these same strategies,require every advertiser to try and set their product apart. Everyone in the Newport advertisement appears to be healthy and attractive. Newport does not want to associate their product with coughing, cancer prone cigarettesmokers. It also doesn t allow the consumer to smell what they will stink of, or showyou a smiling mouth of tar stained teeth. It s the advertiser s job to paint a fairytalescene, where everyone has a great time smoking Newport cigarettes. The main point theNewport advertisement is trying to get across, is that if you smoke Newport cigarettes youwill be become popular.The models in this fairytale advertisement, do not make you think of a cancerplagued lung or throat. The ad would not be too successful if they did. Instead, thepeople in the ad are in Newport world, where the party never stops. It s full of attractivepeople having a great time, and reads at the top, Be part of it . Smoking their cigarettesis like a ticket to ride the popularity train. This is your chance to be free of problems thatfloat away like the smoke from your cigarettes. The Newport cigarette company is actually doing the consumer a favor by selling their product.The ad does clearly state that you must be of a certain age to use their product. Inreality, they are appealing to the younger crowd in a variety of ways. Displaying matureyoung people who are popular and fun, sends a message that this is what it takes to bepart of this society. This Newport advertisement is exerting negative peer pressure, evenwithout the peers being present to talk these potential smokers into it. This isaccomplished by giving a child the sense that the people in this advertisement could besoon be their friends, and they could be part of this popular group, if they smoke Newportcigarettes.Cigarette advertisements have long been accused of trying to appeal to minors,their advertisements have included everything from a cowboy to a cartoon camel. Inusing a cartoon in their advertising, it clearly shows their intentions towards minors asconsumers. The problem is, where should the government step in, and to what extent? Itis morally wrong, but it is within Newport s legal limits to sell their product in anappealing manner. This is only one dynamic of their marketing strategies, and theadvertisers for Newport do have other strategies to fall back on. Cigarette companiesshould take it upon themselves, to use marketing schemes that target an older audience. Cigarette companies need to leave a child s innocence alone, leave it to life to corruptthese young souls and then they can destroy them when they are of age.In addition to these marketing schemes, they add the incentive of a sweepstakes. The Newport advertisement allows you to enter a contest, by videotaping yourselfdancing. If your tape is chosen, you will receive the opportunity to enter a dance contest,

in Miami Beach. In that contest, you will be competing for fifty thousand dollars in cash. The advertisement presents the contest, so it appears winning is only an entry form away. The entry form is even in a shape of a ticket, this reinforces that the trip is there for thetaking.In the advertisement, there is a picture of the Miami Beach nightlife. The pictureshows neon lights, limousines, palm trees, and motorcycles to add to the intrigue. This isNewport world, the place where everyone is welcomed. Everyone is happy smokingNewport s, in Newport world. The people in this world look healthy, despite their cancerstick extension of their arm, or maybe it is because of it. Newport advertisers havesuccessfully depicted a life that, for the most part, is not available for us. By smokingNewport cigarettes, we are able to become a little closer to this world.This Newport cigarette advertisement, is a perfect example of a product usingmarketing schemes, that have no relation to their product. This does not stop them, frommaking it seem like th