Theme:
Light, Super & Ultra Light
Collection:
Light
Published:
1978
Brand:
Camel
Manufacturer:
R. J. Reynolds Tobacco Company
Format:
Advertisement
Tobacco Type:
Cigarette
Quote:
Finally, a cigarette that solves the low tar/low taste problem.
Comments:
The claim that Camel lights are different from “ordinary low tars” is visually demonstrated by the light flashing directly from the cigarettes. The focus of the advertisement is on the cigarette package and the flashing light. The tiny gold camel positioned in the center of the flash attributes the source of the light to Camels. The masculine hand and clean fingernails provide credibility to the claim that Camel lights are a “solution,” as the advice may appear more trustworthy when its source is an upper-class white male.
Keywords:
Health, Light, Tar
