There is an interesting use of color schemes in the Salem, the Refreshest ads. In all of them there is a young woman in a bathing suit laying or hanging onto a floatie. The woman and the floatie are both either yellow or red and they lie in blue water with “Salem” written in green across the water. Blue and green are generally used as cool and calming, but the contrast is provided by the red and yellow. Red and yellow are colors that are used to attract attention, excite people, and increase appetite, which is why the combination is found or restaurant logos (think McDonalds and Denny’s). The blue and green of the ad are probably to evoke a sense of relaxation that is associated with the term “refresh” on a hot summer day. But the red and yellow reminds the audience that the cigarettes are still able to give the smoker the rush and excitement they want from their cigarettes.
o Source: http://search.proquest.com/docview/212102225?accountid=14026
Female, lights, Male, Menthol, Youth
