Rhetorical Analysis Of The Camel Cigarette Campaign

The Camel brand cigarette ad featuring the men of different military branches. The background is the American flag. A picture of the Camel cigarette pack is at the bottom of the ad. There are three men in uniform representing the Marines, Army and the Navy with cigarettes in their mouth. “We Want Camels!” is in bold at the top of the ad. The disclaimer claims that this brand has 28% less nicotine. The marketing statement offers 5 extra cigarettes per pack. The promotional context at the bottom of the ad encourages people to send Camel cigarettes in their care packages to soldiers.

This ad utilizes two of the three rhetorical techniques. The first technique I see being used is Ethos. Because the military is a credible profession it is portrayed that since soldiers smoke Camel brand so should the general public. I feel it also uses Pathos to encourage family members to send Camel cigarettes to their military members. Since we all know someone in the military, I feel the subliminal

message is that since they are fighting for our country we should at least buy them Camel cigarettes.
This ad makes smoking look like a part of everyday life in America.

A foreigner might think we have a weak defense system because our major military branches are using a drug. One might assume our military isn’t very disciplined or strict. Another might be that the U.S. promotes smoking for the entire population (if the military does it, why not?) The pictures are used to glamorize smoking by featuring “real men” with cigarettes in their mouths.

Maslow’s Needs and Value of Love/Belonging and Safety are used vividly in this ad. Love is being shown by using the military family with happy faces. It’s human nature to want our families happy and by providing Camel cigarettes the ad insinuates happiness is when they are smoking. Also, Belonging and Safety is shown by using different branches of the military with a common passion for smoking. Ironically, the ad features smoking as a glamorous habit when in reality long term use has been proven to cause cancer or other

diseases.
Male role models are used to represent strong leaders in our community. By using the “men of our forces” the pictures are perpetuating that it is “cool and macho” to have a cigarette in your mouth. Marketing the 5 free cigarettes in each ad is geared towards the impression that a consumer will benefit from buying Camel brand cigarettes. During military time consumers are struggling financially and look for deals in purchasing products. This ad seems to focus on three young white men in military uniforms. This ad was based in the 1940’s when women weren’t part of the military and racism was in full motion.
The wording used in the ad is very distinct. Large font at the top gives visual power to the brand by stating “We want Camels!” The Camel package at the bottom of the page is strategically placed since readers follow from top to bottom of the page and the Camel package is the last image seen. Also utilizing the American colors boldly states that to be patriotic one must use that specific brand. The mood is very happy and uses the American “free spirit” concept to persuade consumers to believe smoking is enjoyable.
In conclusion, advertisers found a demographic population that was easily influenced when military images were being used. Three pictures of our “Strong, and Brave” Military men enjoying a cigarette, sends a message of social acceptance. The wording “We Want Camels” was a brilliant reflection of the recruiting poster that stated “We want you”. This simple similarity subconsciously persuaded the general public to want Camel brand cigarettes.