Cigarette Advertisements eoc week 3

Source

Framing the Scenario
1. Determine the scenario: What's happening in this frame?

   Well in this advertisement it looks as though the Cowboy is lightening up a cigarette while riding his horse.  This is evident because he is wearing a country style hat and you can see the ropes to his saddle.  He looks like he is taking a break.

2. What is the setting? What are the conditions?

   The setting looks like a grassy plain perhaps.  He's definitely riding an animal such as a horse in a field.

3. Who are the people or groups?

   The person is a cowboy, a dominant figure. The model of this ad has a square masculine face and he is also wearing a collared shirt.

4.  What is their point of view around this specific experience?

   His point of view may not be known but in this picture he looks as if he is taking a quick break while riding.  Maybe the point of view is to show "After a longs day of hard work, I relax with a cigarette on the ride home. 

5. What are their goals?

   I think the goal of the advertiser is to market the cigarettes to people wanting to either take a break or to people who want to project a dominant figure.  The idea behind this ad may be, "If he can do it, so can I," or maybe it's "I can look like a cowboy, if I do this"

6.What are their assumptions? What are their perceptions?

   Well it is definitely assumed this man is a cowboy because of his appearance.  The perception of the advertisement is that "you too, can be a strong working cowboy" if you smoke a cigarette. Older Marlboro advertisements had a cowboy as their mascot.  This advertisement could also just be a revamped version of the classic style.

7. Are there conflicts?  Is there cooperation?

   This advertisement doesn't have any contradicting perceptions.  The cowboy is just smoking a cigarette.

8. What are the outcomes?

   I think the outcomes of this advertisement is that it its marketed to younger youth.  "When I grow up, I can smoke and be a cowboy".  Cowboys are dominant figures, and showing a man smoking broadcasts this is a masculine thing to do.