For years, tobacco companies have been trying to come up with new, intriguing ways to appeal to new, younger generations of smokers. In the ad below, Chesterfield cigarettes puts the cap on their target audience.
1. Determine the scenario: What happens in this frame?
In this frame, Chesterfield shows a young woman, with a graduation cap and their
brand of cigarettes.
2. What is the setting? What are the conditions?
The setting is a simple background to better emphasize their product, and the
conditions are the possible after effects of a graduation ceremony.
3. Who are the people or groups?
The person in the ad itself is an attractive, typical American girl, or young woman
rather, barely old enough to make decisions, and yet, she’s choosing Chesterfield.
With this in mind, the company is trying to appeal to the same target audience.
4. What is their point of view around this specific experience?
The company’s point of view around this specific experience would be to sell
more cigarettes to a younger generation.
5. What are their goals?
With the above answer in mind, Chesterfield’s goals would be to encourage
growth within a younger demographic to be able to target more long term
customers.
6. What are their assumptions? What are their perceptions?
The company’s assumptions are that someone in the same age range is more
likely to appeal to them. Their perceptions are that their target audience would
be more accepting and willing to try something made cool to them.
7. Are there conflicts? Is there cooperation?
There are always conflicts when it comes to big tobacco. Getting people to smoke,
particularly those educated on the product itself and the health risks involved is a
huge challenge. The girl in the ad has a graduation cap on, giving the impression
that she is educated.
8. What are the outcomes?
I think the outcomes of this advertisement, are that a younger generation became
more willing to try cigarettes.
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