Dunhill Advertisement Analysis

1.0 Introduction

Dunhill is one of the well-known luxury branded cigarette in the world that produced by Alfred Dunhill Ltd. Alfred Dunhill Limited is a London based of British American Tobacco company that was founded in 1893 in London. Dunhill cigarettes are considered a luxury brands because of its priced are more expensive compared to the average cigarette brands. The products are exported mostly throughout Europe, Middle East, South Africa and South Asia included Malaysia, Indonesia, Philippines and other countries in Asia. Aside from tobacco cigarette products, the company (Alfred Dunhill Ltd.) also operate and own a leather workshop and produced other products such jewelry, scarves, gloves, belts leather bags and others. They are also

According to the research, it shown that $9.17 billion was spent on advertising and promoting of cigarette in 2012. This means that more than $25 million every day. Based on Dunhill advertisement, the price of one stick of cigarette is given in an affordable price so that the consumer will tend to buy more packets which will affect their health and also costs money. Moreover, a cigarette contains chemical ingredient such as nicotine drugs and tar which is very dangerous to health and can also cause several diseases such as lung cancer, heart disease as well as premature death. So the more the costumers tend to buy more cigarettes, the more they are prone to death and costs money. According to World Health Organization (2012), cigarette smoking cause more than 6 million deaths each year and 600 thousands from them are secondhand smoke. Thus, this unethical perspective can be applied to the Utilitarianism theory because the theory defines that the action is right if it is promoting happiness and considered as wrong if it is promoting the reverse of happiness. Although most consumers consuming the product stated that consuming cigarettes reduce stress and considered it as happiness for the consumers but still the Dunhill advertisement and the products itself did not give

Whereas, the advertisement of cigarette is still freely advertised up to now to public despite the knowledge of its harmful consequences that cigarette bring to everyone. One of the reasons why I find this advertisement unethical is that the truth behind of using cigarette or its effect was not being mentioned during the advertising which can affect a healthy person to adopt a dangerous habit. In relation to this, the Deontology theory can best apply for this unethical perspective because the advertisement is more concern in making profit rather than the consequences to its consumers. The Dunhill advertisement is advertising their product world widely so that they can attract more customers in order to gain more profit. In addition, the advertisement knows that the product that they sell for profit is dangerous to the health of the consumer and bring various diseases to the body. Same goes to the Deontology theory which concern more on the action and not the