Theme:
Light, Super & Ultra Light
Collection:
Light
Published:
1993
Brand:
Camel
Manufacturer:
R. J. Reynolds Tobacco Company
Format:
Advertisement
Tobacco Type:
Cigarette
Quote:
Taste Camel In a Whole New Light
Comments:
A softer, smoother side of Joe Camel is shown in this advertisement. Here, Joe Camel holds a red rose for his date. This advertisement could appeal to teens attending high school dances or proms, who want a “special” cigarette for their special, romantic evening. Here, the eye plays a trick on the viewer, converting “Special Lights” into “Special Nights” by virtue of the imagery. Additionally, Joe Camel’s snout area, closely resembling a male’s enlarged reproductive organs, provide Joe Camel with machismo that counters any association between light cigarettes and women.
Keywords:
Health, Joe Camel, Light, Romantic, Tar
