Cigars International Commercial

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Recommended: Analysis of smoking advertisements

Bad Ad Review: Cigars International The ad was found in an unrecorded (i.e. I forgot to write the name of the magazine when finding the ad) print American magazine published in May 2015. It is an advertisement for a mail order cigar retailer: “Cigars International”. The ad features a large image (top 2/3 of page) of several cigar brands. On the image the product is described as “10 CIGARS + HUMIDOR” in large print at the top of the ad. Under the product title, is the price “Only $19.99”, bellow the price it states that it is a “$160 value” - which could be viewed as an example of bribery, and possibly hyperbole (depending on the actual value of the product). Under the image, the advertisement features a description of the product offer: “Ultimate Humidor Combo #451”. The description contains persuasive language, to convince the consumer to buy the cigars. It uses the persuasive technique of “bribery” by offering a “FREE 40-CAPACITY DESKTOP HUMIDOR” - which then forever reminds the customer of their purchase. Cigars are a smoking tobacco product. Tobacco is the leading cause of lung cancer (85% of new cases – Health Canada), and can also lead to cancer of the mouth, throat, voice box, bladder, …show more content…

Smoking a cigar was once a symbol of prestige and status; several “cigar” clubs also existed for those wealthy cigar users. This advertisement tries to appeal to that image: it displays the products of having a value of $160, but Cigars International is selling them for a much lower price of $19.99. This sets the product of having a high value, at price that would many people would simply say 'no', because of the price, at $16/cigar. The price is then lowered, allowing people to 'buy into' the rich lifestyle, without paying 'rich' price. Also, some people might interpret as having saved $140 ($160 - $20), but they were probably never even sold at the 'original value price' (ie. a perpetual

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