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Summary
R. Scholes, N.R. Comley and G.L. Ulmer worked as professor of English at Brown CUNY (City University of New York) and Florida respectively. The discussion of a “Lucky Strike’ cigarette ad points out how clever the ad is and how important it is for the consumers to learn how to make a critical survey of ads or any text made for promotional purposes.
“Lucky Strike” is an American brand of cigarettes owned by the British American Tobacco group. Lucky Strike was the top-selling cigarette brand in the United States during the 1930s and 1940s. in the essay, an advertisement of “Lucky Strike” cigarette, and its effects on the users are vividly analyzed. The whole essay is about the young girl of ad, the words “Light My Lucky” that are written in quotation marks, and the warning that is written at the bottom of the frame. The ad is very simple. It presents a photo of a young woman (perhaps 23 or 24 years old) in a sweater, in a field wearing a scarf, with one hand in her pocket and the other resting lightly on her windblown hair. She is catching an unlighted cigarette with her left hand. The words “Light My Lucky” appear in quotation marks just below her chin and extending across to the right margin of the page. In the lower right corner of the frame, a large image of an opened package of Lucky Strike Lights can be seen over the photographic image of the woman. At the bottom of the frame, on the left, the well-known warning from the Surgeon General is given. The warning says,” Smoking by Pregnant Woman May Result in Fetal Injury, Premature Birth. And Low Weight.” The young woman in the ad is very beautiful. She is outdoors and dressed in outdoorsy clothing, a thick scarf and a heavy sweater. The background is blurred (unable to see), but it looks like a field or wooded area. She looks serious. She does not appear to be speaking.
The writers specially analyze the word “Light” and surgeon’s warning given to pregnant woman. The word “light” is used as a pun (a word which sounds alike, but has different meanings). If we take a word “Light” as a verb, it means to set on fire: light my cigarette. She is catching an unlighted cigarette. Perhaps she is expecting someone to come and light her cigarette. As an adjective, the word “Light” is the opposite of “heavy”: light cigarettes have less tar and nicotine. “Light My Lucky” means the cigarette is very useful because it has less tar and nicotine. The phrase “Light My Lucky” is used as in rock songs “Light My Fire” which means asking someone for a sexual approach. The uses are metaphorical themselves. The words indirectly say that if you want to be healthy and attractive like the girl, smoke Lucky Strike Cigarette. Common unmarried boys may think that they should smoke Lucky Strike Cigarette to get beautiful girl as given in ad. Similarly common girls may think that they should smoke Lucky Strike Cigarette to be beautiful girls as given in ad. Common people may think that ‘Lucky Strike Cigarette’ can make the people healthy since the girl in the ad is lightly, healthy and vigorous. So, what can be said that the word “Light” is deliberately used in the ad which can be interpreted in many ways. At the bottom of the frame, on the left, the well-known warning from the Surgeon General is given. The warning says,” Smoking by Pregnant Woman May Result in Fetal Injury, Premature Birth. And Low Weight.” This warning is so tricky. It prohibits to smoke the Lucky Strike Cigarette only for pregnant women and other women are allowed to smoke. The advertisers use the words deliberately in order to brainwash the common people. Their main aim of ad is to sell their products in large quantity using such a tricky ad. So, the ad of “Lucky Strike Cigarette” is an extremely clever and well-made ad.
Questions
1) The writers describe an advertisement for Lucky Strike Light cigarettes. How does the description bring the image of the ad to your mind?
Ans: The writers describe an advertisement for Lucky Strike Light cigarettes. After reading their description, different images of ad came in my mind. The advertisers use the words deliberately in order to brainwash the common people. They use the words as a pun and metaphor. The words give one meaning in the surface level and they have next meaning as a metaphor or pun. Their main aim is to sell their products in large quantity using such a tricky ad. Common unmarried boys may think that they should smoke Lucky Strike Cigarette to get beautiful girl as given in ad. Similarly common girls may think that they should smoke Lucky Strike Cigarette to be beautiful girls as given in ad. Common people may think that ‘Lucky Strike Cigarette’ can make the people healthy since the girl in the ad is lightly, healthy and vigorous. I also interpreted the word “Light” used in the ad in many ways.
2) How is the surgeon general’s warning downplayed appear less important than it really is)?
Ans: First, the surgeon general’s warning downplayed by keeping the warning at the bottom. Second, the surgeon general’s warning is downplayed by using tricky words because the warning seems to say that women are allowed to smoke except pregnant women. The warning prohibits to smoke the Lucky Strike Cigarette only for pregnant women in the ad.
3) Do you agree with the ad’s message? Why? Why not?
Ans: I don’t agree with the ad’s message because the ad has indirectly given the message to smoke. The words are deliberately used in ad in order to brainwash the common people. Their main aim is to sell their products “Lucky Strike Cigarette” in large quantity using such a tricky ad. Although the warning is given in the ad to stop smoking, the warning itself indirectly encourages the women except pregnant to smoke. I think tobacco, cigarette and alcohol companies should not keep the photos of beautiful girl or handsome boy in their ads because these scenes encourage the people to smoke or to drink. The companies should keep such photos in ads that creates disinterest in people towards cigarettes or tobacco. )
4) Why is it important to read ads critically?
Ans: An advertisement is the promotion of a product, brand or service to a viewership in order to attract interest, engagement and sales. Their main aim of ad is to sell their products in large quantity. Ads are usually exaggerated Most of the ads seem neither true nor false. Ad gives one meaning in surface level and it may have next hidden meaning as a metaphor or pun. If we belief in every ads and use the products or service, our life may go in wrong direction and we have to face serious problem. For example: The quote of Khukhuri cigarette is “Sahasi Ko Ek Matra Chahana”. If we trust in this ad and start to smoke thinking that Khukhuri cigarette makes courageous, how will be our life? So, we should not trust all the ads blindly rather it is important to read ads critically.
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