Analysis of an Ad

Santa bringing...cigarettes...for Christmas???

This ad is a really old camel cigarette ad. It's kinda of funny, but disturbing at the same time. Obviously, the ad is pushing for people to give cigarettes and chewing tobacco as a Christmas present. Santa, who is a beloved childhood character of many of us, is even condoning smoking. I think it's important to remember that people at this time might not have known the negative effects of tobacco (like cancer). When most people think of getting gifts from Santa things like dolls and socks come into mind...not smokes. Santa seems to bring a sense of innocence to the quality of smoking or chewing tobacco. This add also ties in the idea of the "Christmas Spirit." In order to celebrate Christmas and be in the holiday mood, one should light up.

Audience: This add could even be directed at children. Santa is in the ad and the cigarettes are wrapped up like a present. Children see Santa as a "good guy" bringing fun gifts, not cigarettes. Santa also says, that you can say "Merry Christmas" by also saying "pleasant smoking." This ad could also be aimed at older adults, wondering what to get their husbands or wives for Christmas.

Images: Santa, holidays, presents,happiness, a "Christmas Morning!" feel.

This ad caught my attention right away. It makes me wonder how far some companies will go...come on...Santa?? Really???

How To Teach?
Analyzing ads is worthwhile for students. I think having them either do a Voice Thread, or a simple collage, like we did in class would be effective for students. Not only would they get to look at ads that they see everyday, they would also get to look at them critically. I think looking at images with a critical lens is important in order to understand what our society is focused on. Advertising is such a huge part of our world, we are influenced by it everyday. Looking at advertising with a critical eye is crucial. I think students would really enjoy analyzing ads.