Parliament Ironically Cohesive

In today’s print advertising, much of the advertiser' s message is conveyed through photography as opposed to copy. A picture is more effective in the evocation of emotion, as well as communicating the manifest and latent messages. Truly a picture is worth a thousand words. In the advertising of certain products that have been deemed unhealthy by government, media, and society, there have been self-imposed restrictions (government unable due to first amendment issues) put in place. For example, since the early 70’s, cigarettes have not been advertised on television. Furthermore, the ads that have run in print contain a health warning from the Surgeon General, and no one under the age of eighteen. When analyzing a cigarette ad, it is important to acknowledge the historical regulation (structure); there by giving an accurate worldview of the advertisement. In this particular Parliament Cigarette ad, we learn more about the message being conveyed through what is omitted from ad than we do from what is pictured. This advertisement uses omission, popular cultural themes, and the manipulation of historical regulation (structure) and culture for the sole purpose to get people, specifically youth, to buy their insidious product.

Cigarettes have been causally linked to lung cancer, birth defects, and other debilitating diseases. They also contain a physically addictive drug, nicotine. In the ad for Parliament Cigarette, the advertiser expresses an image of the brand by showing a coastal cottage that is filled with people enjoying themselves in a party-like setting. The sunset is colorful and picturesque. The tranquil water is a pleasant shade of blue. It is not a ravaging sea that but a passive, submissive body of water that invites people to swim with a ladder below the cottage. The message is simple: no danger here, no threats from obtrusive sailing vessels or menacing fish, just safe, clean enjoyment. This message plays on our cultural need for order. The sky is clear and there is no heavy weather on the horizon. The omission of these described elements enhances the image and message of the product. You too can experience this peace, if you smoke Parliament. When we take a closer look at the party, we notice that all of the people who are in attendance are young, white, and attractive. Though you cannot make out their faces, you can tell that everybody’s in shape, has flowing hair, and at ease. There are no people of color at this party. Further, the women outnumber the men, and all are wearing less clothing than the men. In fact, the primary or most visible characters are one man talking with two women. The omission of minorities and regular folks conveys that this is an exclusive party. A party that only the wealthy, beautiful people can attend. Couple this with the portrayal of women and affluent setting; you have the worldview of the people in power (affluent white males). This worldview is not only a view, but also an image they are using to sell their product. The message continues, if you smoke these cigarettes; you will be rich and popular. The manipulation of historical regulation and culture is salient. The ubiquitous warning on the advertisement describes, “greatly reducing serious risks to your health”. This warning is non-specific and therefore, relatively benign especially to the younger target audience. The positioning of the warning is place far away from action (the party) making it more of a nuisance to the audience. Speaking of the party, taking a closer look at the party- goers these young men and women are twenty something’s. While not eighteen, they are not much older which plays upon our emphasis on the importance of youth. Hence, youth itself has become a value. The ad wins on both accounts, the image and the latent function. The image is young and hip, while the latent function is showing slightly older characters viewed in a positive light by the under twenty crowd. The final, and most obvious use of historical context is the name of the brand, Parliament. Parliament is a reference back to our now revered English background. Use of the name conveys a certain prestige, hinting of royalty. In the two house of English Parliament: House of Commons and House of Lords, people came to power by election and birthright, respectively. Of course, the House of Lords serve in a symbolic function much like the Royals do today, but make no mistake, the cultural inference is clear; Parliament cigarettes are prestigious. If you smoke Parliaments, you are discerning, of high status, and held in esteem.

In analyzing the use of context in this advertisement, one can recognize that the writers have played on our collective values of youth and popularity while reinforcing the culture of those who are in power, affluent white males. The manipulation of spatial context can be seen in the placement of warning, font of product break down (nicotine and tar), color scheme (B&W), and the relatively benign message. The further manipulation of culture is evidence with no minority representation and portrayal of women (dress with less). Combine this strategy with the peaceful, pristine background, historical name (Parliament), and the informative sales copy of (Coast to Coast and full flavor), the message is ironically cohesive. This ad coveys a message of pure, clean, youthful escape while selling a product that causes addiction, the blackening of the lungs, and inevitable death.