The claim of the ad is that smoking is cool, that it’s what people want to do. If you do it, your social status will begin to climb. If you were to smoke you will become the bad boy that everyone wants to be. Smoking will change your whole persona from geek to sheik.
The ad depicts camel Joe, the iconic front man for the camel crusade since the brand began. In the picture he looks tuff, cool a real man’s man. His shirt cuffed with a pack of cigarettes rolled in. He has a nice car behind him with shades on his head. Arms folded over each other.
This ad assumes that the way camel Joe is depicted is how everyone wants to be. The ad shows that they think that camel Joe in this way is what the population either strives to be or adores.
The ad persuades the viewer not with words but with just the sight of something that they want to be. Things that they want to have, such as the nice car. The ad implies that if you smoke you can have a nice car, or a nice new persona in the fact that he looks cool, so carefree.
The images portrayed in the ad give a happy carefree vibe, theres a smile on Joe’s face as well as a cigarette in his mouth, the car in the background and the arms folded across, nothing could bother him and everything is right in the picture. Basically the target audience of this ad is everyone. All people wish to be cool, everyone wants to be the guy that the population wants to be. They say bad boys get it all, so the ad portrays the one who has it all in an attempt to show people smoking brings all the best life has to offer.