A Rhetorical Analysis Of Cigarette Advertising

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Throughout the seventies smoking cigarettes was one of America’s favorite past times considering it was “cool” and “in fashion”. One of the biggest and popular cigarette brands of the time was Benson and Hedges, and their newest product branches were Benson and Hedges 100’s, the cigarettes being advertised. Advertising provides a direct line of communication to existing and prospective customers about a product or service. The purpose of advertising is to coerce customers to become aware of the product or service and to draw customers to a business. This specific Benson and Hedges advertisement was released in 1971 as part of a playbill for “Lenny” only two years after antismoking ads became more prevalent and the Cigarette Smoking Act of 1969 was made. In 1969, it was …show more content…

Ethos convinces someone of the character/credibility of a company/producer. White, bold faced text practically screaming “Benson and Hedges 100’s” makes the viewer feel like he/she should already know what brand they are. The barber holding up a mirror to his smoking client makes the viewer feel like if they have Benson and Hedges they will look marvelous as well. Pathos tries to convince the viewer of an argument by creating an emotional response. The slogan “America’s Favorite Cigarette Break” is used to drive the viewer to feel like America has decided that Benson and Hedges are the best so the viewer should purchase it as well. Logos is a way of persuading the viewer by reason. The smallest text possible that the eye can read easily gives the statistics the FTC reported about the mg of nicotine and tar in the product. Also, in the same sized font is the warning of health label. If a viewer was questioning whether or not to buy the product, statistics may sway them in any given direction and compel the viewer to feel that if the warning is so miniscule it may not be serious enough to be that much of a

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