By Mara Powers
https://www.youtube.com/watch?v=NAExoSozc2c
This ad is for Winston cigarettes. It is featured in the famous show, “The Flintstones.” I chose to do a tobacco ad because they are so common and have been very prominent throughout American history. Many of the old advertisements are striking by claiming that doctors approve of one brand of cigarettes over another; or that famous athletes, movie stars, and so on, approve and endorse this product. I think that many people see these ads without truly digesting what they are watching and the effect it has on the viewers. I think that it is very important to discuss why companies are allowed to advertise products like this to wide demographics. It is harmful for everyone, but specifically adolescents and teens, who are very impressionable, to see advertisements for drugs like tobacco.
I chose this specific ad because it shows that tobacco companies advertise in places that are not just for “adults.” This ad shows the lengths tobacco companies are willing to go to in order to advertise their product and get as many consumers as possible. It surprised me that a tobacco company would choose a children’s show to sponsor. To me, it would make more sense to put your advertising dollars into a demographic that is actually of-age to purchase your product.
The company that produced this ad is RJ Reynolds Tobacco Company, also known as Reynolds American. The company was formed in 1875 in Winston, North Carolina (hence why the cigarettes are named Winstons). RJ Reynolds sold a variety of tobacco products, including more than 12 types of chewing tobacco.
In 1899, RJ Reynolds Tobacco Co. was not doing as well as hoped. The owner, Mr. Reynolds, resorted to selling two-thirds of the company to the owner of American Tobacco Company, James Duke, for $3 million. The deal allowed Mr. Reynolds to manage Reynolds Tobacco. Reynold’s big break came in 1913 when they introduced Camel cigarettes. Part of why they were so successful was their price: $0.10 for a pack of 20 cigarettes—which was 5 cents less than his competitors. Camels were so popular that by 1920, RJ Reynolds was the top-selling cigarette company in America.
RJ Reynolds started using a company called NW Ayer & Son to do their advertising in 1910—which may not have been the best choice. Reynolds did not run its first “female-friendly” campaign until 1929, which was after the other two tobacco companies that made up the “Big Three.” Reynolds also did not respond or counter American Tobacco’s claims about “toasting” which supposedly made Lucky Strike cigarettes less harmful. Additionally, Ayer and Reynolds did not utilize advertising on the radio until 1931 (three years after Lucky Strike). After Camel’s sales continued to decrease and advertising costs were continually increasing, RJ Reynolds switched to an advertising company called William Etsy & Company in 1932. This company focused their advertising on young adult audiences. The first advertising campaign ran by Etsy was put out in 1933 and by 1936, Camel was the top-selling cigarette again.
More trouble for Reynolds ensued when doctors started publishing links between smoking cigarettes and lung cancer in the fifties. In order to combat this and regain public faith, Reynolds introduced Winston filtered cigarettes as well as a menthol cigarette. Reynolds continued to struggle in the fight against doctors, including the U.S. Surgeon General who, in 1964, issued a report that outlined a specific link between smoking cigarettes and diseases.
RJ Reynolds Tocaboo Company has seen its ups and downs in the tobacco industry—sometimes being the top performer and other times failing to perform. Regardless, the company has been successful in selling their product for more than 100 years (AdAge, 2003).
The ad is located in the middle of a children’s television program, “The Flintstones.” Children would be watching this television show presumably either alone or with their parents. I do not believe this ad was intended to encourage children to smoke, but instead, to make it look acceptable and cool for adults to smoke. When children see a TV show that features their favorite characters doing something, they likely aspire to do the same thing when they are older. The ad shows Fred Flintstone and Barney Rubble taking a smoking break and talking about all of Winston cigarette’s great attributes. They talk about the taste, the type of tobacco used, the filter, and why they prefer Winston cigarettes.
I think they are also advertising to the adults who are watching this show with their children. It may make them think, “Oh yeah, now would be a good time for a smoke” and remind them to buy Winston cigarettes. The language used by Fred and Barney would not necessarily be understood by children because they likely do not have a good understanding of the parts of a cigarette. That is why I believe they are trying to advertise to the adults and children.
The active ingredient in cigarettes is tobacco—a plant that contains an addictive ingredient called nicotine. These ingredients are both addictive and extremely dangerous. On average, a cigarette smoker inhales 300 breaths of nicotine to the brain. Abuse of this drug is common because the addictive component, nicotine, increases the release of dopamine in the brain; which is responsible for the feeling of pleasure and reward. The ability of the nicotine to reach the brain in such a short time (about ten seconds) also plays a role in its likelihood to be abused and depended upon. That relief is short-lived, however, causing the smoker to need to smoke frequently to avoid the “withdrawal” that comes with not smoking.
Abuse of nicotine is immensely dangerous—it can lead to death in a multitude of ways. Nicotine poisoning can cause the user to experience “sweating, vomiting, mental confusion, diarrhea, and breathing difficulties” (Hanson, Venturelli, & Fleckenstein, 2014). Death is possible when there is a paralysis of muscles which stops respiratory functions. Every cigarette can produce one to two milligrams of nicotine and the fatal amount is 60 milligrams. It is also common for cigarette smokers to develop a number of diseases that can lead to death: cancer, cardiovascular disease, bronchopulmonary disease, and can detrimentally effect pregnancy in women. Nicotine has even been used as an insecticide because of its toxic chemical properties.
The ad did not tell you that although there is a filter on the cigarette, the harmful chemicals still get into your body and greatly affect you. The ad showcases all of the great qualities of Winston cigarettes that make them a favorite among Barney and Fred. It inadvertently mentions that there are no additives, but that does not mean that there is nothing dangerous in the cigarette. In fact, the Federal Trade Commission charged RJ Reynolds Tobacco company because it was deceptive to say there were no additives. Jodie Bernstein, the FTC’s former Director of Consumer Protection, said that “Reynolds’ disclosure should clear up any misconception that cigarettes without additives are safer to smoke than other cigarettes. Frankly, there’s no such thing as a ‘Safe Smoke’” (the Federal Trade Commission, 1999).
The ad is a video so it uses a lot of visual techniques as well as Fred and Barney talking in order to draw in the audience and grab their attention. Because the ad is featured during the show, it does not have to do any extra work to gain the attention of the viewer—it is already being watched simply because they are watching the television show.
The main advertising techniques used are: visual imagery of beloved characters, Fred and Barney, smoking a cigarette in order to relax; visual imagery of the actual cigarette while Barney is talking about its great features, like its extended filter and great taste; the words used in the ad to make smoking Winstons sound delightful (“Let’s take a Winston break,” “Winston is the one filtered cigarette that delivers flavor 20 times a pack,” etcetera); the commercial also features Winston’s tagline: “Winston tastes good like a cigarette should!” which further encourages viewers to try a Winston cigarette.
State your overall opinion of this drug. Would you recommend this drug to a good friend or a family member? (Have you done the proper research to back up the overall opinion and recommendation you have formed?) (15 points )
I definitely would not recommend tobacco of any kind to anyone I know. It is proven beyond a doubt that smoking, chewing, or ingesting tobacco/nicotine in any fashion is detrimental to your health. There is nothing appealing or beneficial from smoking cigarettes. Although some people may use them to monitor their appetite and weight, it is not a healthy way to do that. I strongly advise against the use of tobacco and nicotine. The pleasuring or rewarding aspects of smoking or chewing tobacco do not outweigh the chance for illness, the financial burden, or the life-long addiction or dependency.
Works Cited
R.J. Reynolds Tobacco Co. (Reynolds American). (2003, September 15). Retrieved October 25, 2017, from http://adage.com/article/adage-encyclopedia/r-j-reynolds-tobacco-reynolds-american/98855/
FTC Accepts Settlement of Charges That Ads For Winston “No Additive” Cigarettes Are Deceptive. (1999, March 03). Retrieved October 25, 2017, from https://www.ftc.gov/news-events/press-releases/1999/03/ftc-accepts-settlement-charges-ads-winston-no-additive-cigarettes