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INTRODUCTIONS: Nowadays, some types of products promote their brands by focusing on personal style and the image of the product, not base on the quality of the product itself. It uses the fashionable characters that appear to customer’s emotions. Cigarettes advertisement is a good example that is promoted by the use of special characters, not base on how well it performs. Virginia slims—a ‘women’s only’ cigarette, which is a very powerful brand and currently occupies the leadership position on women’s market. In this paper, I will analysis Virginia slims “finding your voice” ad. CONTENT: The cigarette advertisements often have their own distinctive features, like the ads for Marlboro’s; this ad for Virginia Slims put itself in women's magazine. At first looking at, the reader would think there would be some new products for women. For example, cosmetics, perfume, jewelry, or some other things, which could change a woman’s life. If you read it carefully or you are interested in advertising copy, you will find this is a cigarette advertisement. Cigarettes are considered to be only for man, but not for woman. Historically, woman smoking were forbidden. Women always having problems if they smoke so they have to restrict herself. Virginia slims brand is targeting female so they try to attract women’s attention from many aspects. The background of the copy is pink and the words blend in to the background. The ad keeps the woman in the foreground, so you will look at the woman or the slogan on woman’s right hand. You will realize that the word implies that it shows an ambiguous meaning, which could be understood in many ways. The first sentence of the slogan used “I”, but it did not indicate that who the speaker is. In that case, you can imagine who will speak like that. Maybe, she/he would adopt the feelings, which the ad want to expressed as herself/himself. The essential of the information is that the speaker will not wavered by temptation, but the copy would not only want to express this one meaning. There are more complicated meanings in the ad. It could be say something about whether or not to smoke, or it could be about making a decision of which cigarette brand to choose, because these things are relevant to the slogan of the copy. (“Temptation’’ or the “Decision”) In addition, it is possible that the women use this to other aspects of their lives. You could associate this tactics with other things, for example, money, food, luxury, sex, or other things about cigarettes.
Approximate Word count = 1668
Approximate Pages = 6.7
(250 words per page double spaced)
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