Many companies today have engaged in the art of deceptive or false advertising in a bid to woe the customers into consuming their products. The manufacturers tend to use a language that is misleading, deceptive, or untrue in promoting a certain product. Several laws have been created in a bid to prevent consumers from the deceptive advertisement through the enforcement of several policies. As such, the main aim of such strategies is to ensure proper and true labeling guides all the advertisements. It, therefore, means that all critical information necessary for the consumer should characterize the print and label of the product. As such, consumers will increasingly be in a position of protection where they know what they are buying.
In looking at the text presented, first, it would be essential to assess the audience in which it is intended to address. With regards to the picture, it discusses cigarette smokers, using the brand known as "Lucky Strike," who would consider consuming it for the purported medical benefits. The advertisement could also address physicians who have been associated with conducting research to show that the cigarette brand has immense medical benefits. Furthermore, the audience in this advert could include any individual who has previously experienced irritation on their threat and would thus reckon using "Lucky Strike" as a remedy towards the same. Secondly, it would also be vital to assess the purpose or the telos of the text. In this regard, it analyzes what the author is hoping to achieve through their communication. It further addresses what they want from the audience and what the audience could potentially need from the text.
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The author of the advertisement speaks from a position of manipulation or quackery. The ad's primary aim is to influence smokers to use more tobacco product through false and deceptive claims that have been put forward by unqualified personnel. It also involves the picture of a smiling physician who exudes a sense of confidence to any tobacco consumer who could doubt the effectiveness of the “Lucky Strike” in solving their health concerns. Furthermore, the presence of the physician plays a significant role in ensuring that the public does not worry about any possible health consequences that come with the use of the cigarettes. The number of physicians that have approved the use of the cigarette total to 20,679 which is a believable number given that it is not rounded up. Furthermore, the major text presented in the text is that "your throat protection against irritation against cough" hence emphasizing on the alleged medical value of the cigarettes. The slogan of the advertisement depicts the false health claims.
The genre or the nature of the text is an advertisement. It can be a critical way of reaching to the masses given that it is a marketing strategy aimed at passing the message to consumers for commercial reasons. Given that it is an ad, it could potentially reach out to many individuals who will buy to the falsified health claims and thus increase the consumption of the cigarette product. The author uses ethos as a primary way of convincing the people to accept the veracity of the product. The credibility of the product is boosted by the picture of the doctor who holds and approves the use of the cigarette. It also characterized by research besides it where 20,679 doctors have approved of the use of the cigarette. Secondly, the author utilizes pathos as another significant way of convincing the public. Through the use of an appealing slogan which states that by using the cigarettes, individuals would get throat protection against irritation and cough. The use of figures of the physicians to approve the study could also qualify as a use of logic or logos in proving assertions.
Since this was a visual text, the first things to assess include the images. Two prominent images in the document include that of the doctor and the cigarette package both which have great significance in appealing to the audience. The physician plays the role of persuasion from a medical standpoint that the cigarette is worth using. On the other hand, the cigarette package has the slogan intimating that one would instantly heal their throat issues with the use of the product. The bigger picture in the text is a long-standing strategy utilized by the tobacco industry in building confidence levels back to the public by incorporating images of physicians in their advertisements. The implication here is that if a physician utilized a tobacco product, then it should also be safe enough to be used by anyone in the general public. However, many would have seen this as going against the medical ethics which states that physicians should not play a part in deceiving the public, especially on matters of health.
In conclusion, deceptive advertisements are part of the marketing strategies that many companies, especially those selling controversial products, engage in. Several rhetorical strategies such as pathos, logos, and ethos are utilized in a bid to ensure that it appeals to the public who will, in turn, have more courage to use it. Companies have become cleverer, and most of them increasingly understand the need to woe their customers by exploiting some of the vulnerabilities and weaknesses. It is in this regard that the cigarette companies use the idea of healing the throat as a way of getting more people to use the product.
