Essay on Joe Camel
Joe Camel Term Papers
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In today’s society, marketing and advertisements can be seen for products of any nature. The methods of advertising techniques used often relate to the target audience corporations are trying to reach. In accordance with these various styles of advertising, some companies often embellish their products through over exaggeration, or manipulation in order to generate market growth and revenue. In the case concerning Joe Camel, RJR is accused of consciously attracting kids towards using their product in order to increase the currently dwindling market. On the other hand, RJR believes that they are not trying to attract kids, nor are they attempting to influence their decision to smoke. RJR believes that the brand equity of Joe Camel is extremely strong in attracting people of all ages, and does not necessarily mean that young people who recognize the brand will decide to smoke their cigarettes. Essentially, the FDA argues that RJR is using advertising techniques that persuade people to buy their cigarettes because of the false image it promotes. Ultimately, the FDA wants RJR to remove the Joe Camel logo promoting Camel cigarettes in hopes of reducing the number of children that currently smoke.
Essentially, the FDA’s contention is that RJR is promoting a product by manipulating their consumers into believing that they will appear a certain “cool” way to others by smoking their cigarettes. Roger Crisp would most likely also agree with this argument due to the fact that RJR does not really promote any of the actual product characteristics, but instead, a false lavish lifestyle.
Roger Crisp’s identification of advertising falls into two categories. These are informative and manipulative strategies. These strategies can be used in separate fashions, or as seen in many cases, in conjunction with each other. In the case of persuasive advertising, Crisp feels this technique overrides the autonomy of the consumer. When subliminal marketing or similar techniques are used, the consumer is unconscious to the triggers that stimulate them to purchase the product or good, therefore, robbing them of their autonomy of the decision to purchase. Here, the consumer did not act on his/her own will, but rather automatonously. In this situation, the consumers will and judgment was effected through persuasive advertising, in which case they do not themselves choose to purchase, however, there is free action because no one inhibits them from purchasing the good or service. In layman’s terms, Crisp feels that persuasive advertising denies people their right to make their own decisions about whether or not to purchase a good or service. Crisp’s second categorization of advertising, informative, differs because it does not inhibit peoples decisions in the right to choose, but merely informs the consumer about product attributes. Informative advertising enables the consumer to make a clear choice using their own reasoning, without the outside influence of various stimulants. Essentially, Crisp feels that any advertising done to persuade the consumer towards a particular product, with out their conscious acknowledgement is...
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