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I love old cigarette ads. This commercial is definitely a form of ethos, how can you argue with doctors? I think the ad starts to go into a bit of logos, saying how they interviewed doctors around the country to see what their opinions were, but of course you can't check into this claim. The commercial wants you to buy Camels, obviously, it also wants to you smoke because doctors do it, so it's good! Back in 1949 this commercial would have probably been more effective in getting people to buy Camels or cigarettes in general. I thought the very end was great: it has all these claims about doctors and their love of Camels, then it has a beautiful woman smoking a cigarette...nice. That part changes the ad from ethos to pathos. Now if you buy Camels, like this lady, you're either going to be attractive to women as beautiful as her, or you will become as beautiful as her.Here is a take on old cigarette commercials, as parodied by Family Guy.http://www.youtube.com/watch?v=F_4pXusde8s
In response to Lane:I don't think anyone could explain this commercial better! Not only did they use the authority figure of a doctor, and the emotional appeal of a beautiful woman, but they also use the ideal of smoking as an activity that the proper and rich do. No one will argue that doctors are well paid, and any woman that looks like her is poor in the ideals of a person's mind. If the rich are doing it then it must be proper and "in". And who doesn't want to be "in"?
I completely agree with Lane they are hitting strong with the ethos argument that "all doctors in all branches of medicine" chose camels so why shouldn’t you switch? Back when this commercial aired I’m sure it was extremely persuasive, because doctors say you should and beautiful women smoke them to. A pathos factor could be the women who can appeal to both the men and women consumer. To women it seems if you want to be beautiful (and what women doesn’t) and popular you need to smoke camels. Playing in to women’s emotions of wanted to be accepted. The appeal to men is that you aren’t going to get a beautiful women like that unless you do smoke camels. She can also play in to the emotional factor of men wanting to be accepted by women and to have a beautiful women. If I didn’t know any better about the harms of cigarettes, I believe that this would be a persuasive add to me and others. Another way to look at this ad is the use of logos, in the logic that if all doctors smoke camels and know how pleasurable it is then why shouldn't you? In this add there seems no logical reason NOT to smoke camels. Overall I think this add uses all three (logos, ethos, pathos) in some way.
The imagery used to promote Camel cigarettes was enough to make obvious the target audience and the message used to grab their attention; the hoi polloi and the well-off are doing it - why aren't you? Not only did the actors in the commercial dress and behave like the social elite, but they also took some serious hits from their Camel. This image of people inhaling without regard is not even seen in today's movies, let alone in adds supporting smoking, which are near impossible to find anymore. This blissful use of cigarettes in the add is used to demonstrate a lack of concern by those smoking, ie. the doctor and the beautiful woman-therefore reinforcing the overlaying message to of 'pathos' which says "There is nothing to worry about - look how happy and successful these people are..."The perceived social status of the actors also seems to lend to the suggestion that in order to truly fit in with these people - one had best be smoking a Camel.
This commercial appeals to both pathos and ethos. Camels are trying to convince you with ethos that you should smoke their cigarettes because doctors smoke them. Many of us consider doctors to be experts therefore their word has authority because they are a credible source. They also add emotional appeal because if doctors smoke camels and they are healthy, you will be healthy smoking them as well. Today we find this argument pretty funny but back then this probably seemed just like the toothpaste ads such as "More dentists reccommend Crest"
Other than the obvious pathos and ethos of the doctor as an authority figure, and of the beautiful woman as a sort of "carrot-and-stick," emotional reward, I noticed a few other features of this ad that struck a chord. There is something peculiar about the way the announcer emphasizes certain words and phrases, focusing on the doctor having "just long enough to enjoy a cigarette" during breaks in their day, with the emphasis on the word "enjoy". There is a noted, dramatic pause here, after which the narrator talks about the fact that "[doctors] know what a pleasure it is to smoke a mild, good-tasting cigarette," with "pleasure," "mild," and "good-tasting" emphasized. These auditory tics cement these attributes in the audience's mind, forcing a pairing of Camel cigarettes with these positive, harmless-sounding qualities. However, the ad does stop short of calling them healthy or healthier than any other brand -- unwittingly foreshadowing the next few decades of changing cigarette culture.
Doctors are well educated and know what is best; that is why it is hard to dispute this ad. How can you argue with a repeated survey that says that all doctors from all parts of the nation choose to smoke camel cigarettes? Oh course this would never work in a world like ours today, this kind of ad would not see the light of day because we are not the same as we were back in the 1940s. Smoking was something that everyone did, and maybe that was due to ads like this, doctors smoking on a regular basis. Ethos jumps out at me right off the bat. Doctors are authority figures, you should do what doctors tell you to do, or in this case you should do what you see doctors doing. I also agree with Matt when he points out the fact that the announcer gives emphasis on certain words, that was something that I noticed as well, the words like “good-tasting cigarette”, “pleasure”, “mild” Matt was right, it really makes the audience compare this qualities and cigarettes, making it sound harmless and easygoing. It is interesting how our world has changed today, I never see an ad on TV for cigarettes, I only see commercials warning people not to use them and what horrible affects they have on them, if anyone is promoting cigarette use it’s the media, movies, TV shows, Mad Men in particular. Cigarettes will always find their way into our homes. Thea Leigh Young
I really like all these old commercials. They are simple and to the point, and convey an understandeable message to the audiance. In this case, that camel cigarettes are so mild and good tasting that more doctors who smoke, smoke camel's over other brands. However, I think there are a couple things to consider about this commercial.Firstly is the era. It would be difficult to find a doctor who condoned, let alone actually smoked cigarettes, but back in 1949 there were probably many more doctors who smoked. This is important in the strength of the ethos. Yes, doctors have always been trusted authority figures in all societies, but it may not have been quite as shocking back then to see a doctor smoke. I think it would have been more like a trusted friend telling you what kind of cigarettes they smoke (this, again, is adding to the ethos). Also, I like the fact that they used conducted a survey for this ad. Even though it was 1949, a large company couldn't just throw facts out there that weren't true. So, back then camel's probably were the most smoked cigarette by doctor's. This also ads to the ethos.Overall, this is a great ad. It is very hard to argue with a doctor. Plus the woman at the end of the ad adds a sex appeal that wasn't there when the old, white-coated, sophisticated doctors were on the screen. Very good ad, I might go buy a pack of camel's to see what the 1949 buzz was about.
I agree with all the comments so far in this section. The ad demonstrates an appeal to emotions in the use of colorful positive language, attempts to give us facts by claiming to have conducted a thorough study of doctors around the nation, and provides us with well-respected members of society (doctors and pretty ladies) to deliver the message, ensuring its authenticity. In order to remove all doubt that the image of doctors alone would not be able to effectively portray the idea of a respected figure, the ad emphasizes that these guys are constantly on the move; demonstrating their strong work ethic as reason to look up to them. I think that the timing, or kairos, of this specific ad is notable as well. It is an ad from 1949. During this era there was a growing body of research calling attention to the negative health effects of cigarette smoke, leading to a burgeoning public awareness of the issue. However, at this time facts on the matter were far from definitive. So what this ad did was attempt to combat this growing sentiment with an argument of its own. It seized the opportunity to capitalize on the inconclusiveness of the debate. They suggest that if doctors, our experts on health, are smoking then why shouldn't you. Doctors aren't stupid and they know what is and isn't healthy, so cigarettes are ok.
Like all of the posts above have stated, the fact that Camel used doctors as the center of there ad could be very persuasive during the era. In the beginning of the ad the commentator mentions doctors and there daily work schedule as being very busy, also mentioning that their only breaks consist of just enough time to enjoy a cigarette. The ad then states that they smoke Camel because they know what a pleasure it is to smoke a mild good tasting cigarette, promoting their product.So just by watching the beginning of the commercial the viewer takes away that hard working doctors smoke Camel cigarettes throughout their day. The way they state the information is obviously trying to push that doctors know best so everyone else should follow in their footsteps.I thought it was also interesting how they use logos when talking about taking surveys of doctors from all parts of the country and all departments of medicine about what cigarettes they smoke, and the brand mentioned most was Camel. It was interesting that they included the country as a whole and all departments of medicine to broaden there audience towards people across the country.Also stated above in others posts, the beautiful woman at the end of the commercial was somewhat the final persuading point. If this beautiful woman smokes Camels than you probably should too so you can be more like her or could get a girl like her.
Did anybody else notice that the claim "more doctors smoke camels than any other cigarette" is pretty deceptive? Assuming that this claim is true (and I have no reason to doubt that it is), it is a meaningless ratio. Suppose that 99.9% of doctors refrained from smoking because they thought that it was bad for you--that claim could still be true. And suppose that, of all the doctors in the world, only three smoked cigarettes--if two of those doctors smoked camels, then the ratio in the commercial would still hold. It just doesn't tell us as much about the smoking habits of doctors as the commercial would want us to assume.Also, didja notice that the survey question, "What cigarette do you smoke, doctor?" assumes that the doctors smoke? The phrasing of the question discourages us from thinking about the doctors that don't smoke.
The company uses doctors and attractive women to appeal to peoples emotions. The doctor is a proven source of information and usually are the ones that would tell you not to smoke cigarettes, so seeing them doing it is very reassuring for many people at the time. The use of a woman is attractive to people because it gives the perception that attractive women smoke and if you do to you can socialize with them. They use a lot of questions and facts when talking about the doctor and how he only smokes camel cigarettes. These leave the door open for no questions and lead us to believe that all doctors smoke and they only smoke camel because they are the healthiest cigarette. Why else would a doctor smoke them?
i found this commercial somewhat funny because of the day and age we live in but in this commercial it is unbelievable how much ethos is used to promote their product. their main argument to get you to buy their cigarettes is that doctors do it. this makes two things go through their heads, 1 that doctors are the ones that tell us about good health so if so many doctors are smoking then 2 these cigarettes cannot be very bad for you this makes them think that doctors know whats right because they are educated so it tries making the doctors a credible source to promote the cigarettes. Ramsey Hopkins
Camel cigarettes has been always one of the most preferred brand of all time, you can see that from old ads.
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