Tobacco companies may claim they are not targeting anyone under 21, but these Newport “Alive with Pleasure” ads are questionable. The ads may feature adults over 21, but they are engaging in very childlike activities that a younger audience will relate to. In this particular ad, the woman appears very childish because of her actions and her outfit. The woman seems to be acting silly and the man has his hands out to hold her in case she falls. Her clothes are colorful and her striped socks and blue stockings also add to her childish image. A younger audience will be able to relate to these actions and know how much they enjoy the particular activity shown and will assume that smoking cigarettes will give them the same pleasure.
Female, lights, Male, Menthol, Youth
