Visual Rhetoric
Another cigarette ad, right? Actually, I'd really have to disagree with that. Granted we have the typical "Cool Guy" lighting up his Camel cigarette, seemingly taking cool to a whole new level. And quite honestly, their tactic is very true. Camel wants to smoking something hipster-like, and that practically everyone can partake in. The company uses the classic example of a "Greaser". Let's face it, unless you've been living under a rock, you've at least heard of the movie Grease; it presents a timeless facade (the Greaser) which we all adore. Camel intends for this ad to apply to anyone; it implies that in order to be cool, one must smoke Camel, because it's a "Pleasure to Burn".
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