Week 3 EOC: Ethics in Tobacco

• Camel Cigarette Advertisement
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• 1. Determine the scenario: What happens in this frame?
• Joe Camel, the spokes character for the Camel Cigarette company is posing with a cigarette in his mouth, infront of what seems to be a Ferrari Testarossa. Which at this time is the it car to have, and on top of all that he has a beautiful woman leaning on it smiling at him, because she is attracted to his lifestyle and his "coolness" that comes from him smoking Camel Cigarettes.
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• 2. What is the setting? What are the conditions?
• This Shot appears to take place on some sort of beach area, in a highly populated city, Miami Perhaps, it is evening time and the sun is setting, which means the city is about to come alive and party-time is about to begin which is why Joe Camel and his date are dressed to impress because they are about to hit the town together. The relationship a lot of people desire to have.
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• 3. Who are the people or groups?
• In this clip only Joe Camel and his date can be seen, Joe Camel more prominently, portraying that he has some sort of prestige. He is much cooler than everyone in the city and that the woman being with him will become the envy of all the other women who see them together. In a lot of cases young to middle aged adults strive for this sort of celebrity.
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• 4. What is their point of view around this specific experience?
• From the perspective of this advertisement Joe Camel is above it all. He has everything the money, the fancy clothes, the exotic sports car, and a huge city with a booming night life at his whim and everyone sees him as the cool guy because he smokes Camel Cigarettes.
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• 5. What are their goals?
• It seems as if Joe Camel and his date plan to do nothing more than enjoy life. Everything seems to be at ease and they don't have very many cares in the world other than their own enjoyment and feeling and looking good while they do whatever it is they want to do. This is the message that the Camel company wanted to get across to their customers that whatever it is they do in life, make it look just that much cooler through smoking Camel Cigarettes.
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• 6. What are their assumptions? What are their perceptions?
• From the clip you can assume that Joe and the woman are successful business people, this is what I gathered from the setting, their dress, and the car. You can assume that they are the envy of many and everything they do is looks so much cooler when they smoke Camel Cigarettes while they do it. The audience can assume that they will be perceived as a little cooler also if they chose to smoke and use Camel products.
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• 7. Are there conflicts? Is there cooperation?
• It seems that there is cooperation in this advertisement. Joe Camel looks cool and the woman with him is the envy of other women because she is with Joe and together they are the coolest in the city. She compliments him by showing other guys that through him being the coolest he has the best woman, and she proves through him that being with Joe Camel, who smokes Camel Cigarettes, that she has the coolest guy. Therefore they share a relationship of cooperation.
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• 8. What are the outcomes?
• The audience of the advertisement begin to think that Camel Cigarettes will make them look cooler, so maybe they will try them out and it may work or it may not work. Either way the Camel advertisement staff has done their job because they got smokers to consider their brand and perhaps even got some to try them out bring in revenue, also they may have gotten new smokers to use their brand which should be their main focus, because from my experience once someone smokes a certain brand they usually are devoted to they same brand for years and years, and in some cases refuse to smoke any other cigarette.