In American society today, we can’t go anywhere, watch or do anything without exposure to some type of advertisement. Companies spend millions of dollars in efforts to reach us as consumers. They use manipulative messages and deliver underlying promises to get us to buy their product. Advertisements reflect the political, economic, and social environment of their time. As consumers, it is important that we are able to deconstruct those advertisements and understand the underlying message that they are trying to send to us. DOCTORS RECOMMEND CAMELS
In 1949, the manufacturers of Camel cigarettes released a commercial they called “Doctor’s Choice. ” Literal Deconstruction From the beginning of the advertisement, we are shown the success of the doctor. The initial shot zooms out from the medical bag which we presume to carry supplies or tools of the medical trade. The doctor then gets into a nice automobile with an “M. D. ” addition to his license plate. These signifiers reminds us of his success and authority. During the doctor’s “time out” that is few and far between, he chooses to smoke a Camel cigarette.
According to a nationwide survey, more doctors smoke Camels than any other brand. Camels are reported as mild and good tasting. The final shot shows a glamour model, who is beautiful with her up-do, pearl necklace and earrings, and professional makeup. This final signifier shows that beautiful people smoke Camel cigarettes. Inferential Deconstruction The successful, attractive doctor (signifier) with an automobile (signifier) and a white medical coat that communicates his authority (signifier) choses to smoke Camel cigarettes (consumer need).
The mild, pleasurable, good taste of Camel (advertising appeal) causes doctors who live a busy life to select them to smoke during their short, infrequent break opportunities (lifestyle). The beautiful model at the end is also a signifier that attractive and successful people opt to smoke Camel brand cigarettes. Critical Deconstruction The advertisement uses the success of those in the medical industry to appeal to those in lower socio-economic classes who may desire to live the same lifestyle.
The medical bag, automobile, secretary, and beautiful woman at the end show the perks of being successful and living life as a doctor. An additional source of pleasure for the M. D. would be the smoke break, during which he selects Camel cigarettes. The status symbol of the doctor appeals to the general public because they are considered as an authority in the community; we look up to our doctors and trust them to give advice and make decisions that are in our best interest. If they choose Camel cigarettes as a personal choice, surely Camels are the best option for us as well.
Creative Deconstruction The advertisement, “Doctor’s Choice” (1949) used the appeal of a largely unattainable lifestyle to sell the luxury of Camel cigarettes. Although smokers may not be able to reach the goal of becoming a doctor, which includes the luxury of a vehicle, secretary, demanding schedule that allows you to help others, and a beautiful woman, there is one thing you can have in common with them if you make the right purchase decision: Choose Camel cigarettes.
TOY GUN COMMERCIAL Around 1961, the toy company Mattel manufactured and advertised their “Tommy-Burst Detective Set. Literal Deconstruction The “Kids with Realistic Guns” commercial begins with a burglar and shows a young boy dressed in a detective outfit. Using his toy gun, he is able to apprehend the burglar. It’s said that he is playing “Private Eye” using Mattel’s Tommy-Burst Detective set. The rifle can be used as an automatic or a single action weapon. The detective set also includes a “snub nose 38” pistol, wallet, badge, ID card and side holster for the weapon. The use of these toys shows that by purchasing Mattel’s detective set, a child’s detective play can be as realistic as possible.
Inferential Deconstruction An enthusiastic, playful child (signifier) successfully apprehends the burglar (signifier) while playing detective (consumer need) and the realistic aspect of the Tommy-Burst Detective Set (advertising appeal) is perfect for a child who wants his play to mimic real-life activity with firearms (values/lifestyle). The inclusion of a badge, wallet and ID card signify that with Mattel’s detective kit, there is little obvious difference in the eyes of a child between play and real-life private detective work. Critical Deconstruction
The advertisement glamorizes life as a private detective or as a mobster/robber with its use of automatic firearms, single action rifles, and pistols. Mattel took a very serious and dangerous aspect of culture and life, weapons and the damage that they cause, and made it kid-friendly. They encouraged children to “play” with firearms and ignored the danger involved with actual guns. This advertisement also made a dangerous career, private investigator, and illegal activity, burglary, seem to be an appropriate topic of play for children.
Mattel uses these comparisons because children are often anxious to grow up, and the positions of those that they idolize are within reach when their behavior can be mimicked with the help of Mattel’s toys. Creative Deconstruction This advertisement used the appeal of adult life and the adrenaline-seeking nature of young boys to encourage the use of toy guns during childhood play. It completely ignored the danger of firearms and the political climate of the time which included violence involving firearms. Instead, the life-like nature of the guns displayed are used as a point of interest for children.
BLACK LABEL Carling Black Label beer company aired a commercial for their product in the 1950’s, featuring their famous jingle “Mabel, Black An exhausted man returns home after a long day at work to rest. He takes a walk outside with a pipe in his mouth, “doing simple, little chores. ” Meanwhile, the wife is shown hurriedly doing the housework. Upon the arrival of her husband, she encourages him to “take it easy,” and brings him a Black Label beer. “These little women have a way,” the husband says as he tells us that his wife always has his favorite beer “on hand.
The jingle for the beer follows, including the words “Mabel, Black Label” which is a command/request said by a husband to his wife, along with a whistle to get her attention. Inferential Deconstruction The Black Label beer (signifier) is used by the husband to help him unwind after a long day (consumer need). The “favorite” brand (advertising appeal) is perfect for the hardworking husband after a hard day’s work (lifestyle). The use of a smoking pipe and wearing of a tie signify the white-collar status of the Black Label consumer, yet the “little” home (signifier) communicates that Black Label is the ” rson’s beer.
