In a prime example of marketing wizardry, electronic cigarettes (e-cigs) are advertised as both sedatives and stimulants. Ads work to convince consumers that e-cigs would calm the smoker when he felt nervous, or pep him up when he felt sluggish. This theme features ads from a variety of e-cig brands, all proclaiming e-cigs to have a calming and relaxing effect on the individual.
Many brands under this category have reassuring names such as Relaxinal, Kush Relax (Kush means happiness in Hindi) and Halycon. Similarly many of the vapor juices too are named to suggest calmness and relaxation including zen juice, relaxation oil and relax vapor. Ads for many of these brands often feature women in a meditative state to drive home the point that their products are calming and relaxing. An Ad for WakeNVape advertises a woman in a meditative stance with what appears to be e-cig vapor surrounding her. The text below reads “Relaxation Oil”. The website claims that the relaxation oil “helps to relieve the stress and anxiety during everyday life.” It further suggests that it is exclusively from fresh cut Damiana herb extracts. It is curious that the website highlights the use of the Damiana weed. Among its many properties including improving sexual potency, Damiana is known to produce a slight “high.”1
NutriCigs, which advertises itself as an all natural sleep-aid suggests that their e-cig is the “only routine you need before bed” to get a restful sleep. A slogan for NutriCigs Sleep is “Say Good-Bye to Sleepless Nights.”
Testimonials on blogs of e-cig review sites also contain references to the calming nature of e-cigs. A blog on the website e-cigarette reviewed promotes the viewpoint that switching to e-cig can help reduce anxiety and promote calmness by way of saving the individual money and by allowing the individual to keep up their energy.
1.WebMd. Damiana. Retrieved from http://www.webmd.com/vitamins-supplements/ingredientmono-703-DAMIANA.aspx?activeIngredientId=703&activeIngredientName=DAMIANA