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Modern advertising companies rely heavily on subliminal messaging to entice their target audiences Advertisements are often crafted for the purpose of appealing to specific characteristics in the hopes of drawing the attention and appealing to the senses of prospective buyers Tobacco companies have become notorious for the implementation of such techniques The images portrayed in many of big tobaccos ads stimulate a variety of senses and emotions One common tactic used by Camel cigarettes a subsidiary of RJ Reynolds Tobacco Co is to isolate and promote lifes pleasures and American patriotism A specific Camel ad found in Elle a common upscale womens magazine is a perfect example of such advertising Pleasure To Burn is the slogan centered upon the advertisements page Above the slogan CAMEL is written all letters in Camels trademark font A beautiful orange sunset serves as a mesmerizing background to an attractive young women relaxing and enjoying a cigarette on the back of a pristine classic car The image is painted in the style of the early 50s pin-up doll image Smoke lazily wafts up through the lettering from the cigarette positioned directly beneath the word Burn The woman relaxes lazily eyes closed facing up towards the orange sunset There is no question that she is blissfully enjoying her cigarette and her surroundings She is dressed in the uniform of a diner waitress complete with hat apron and JANE stenciled upon her left breast patch Rather than conjure the stereotypical images of young women on roller-skates rushing around busily serving patrons the subject of this ad is very much relaxes and very much alone Rather than appear to be sexual her short and tight uniform conveys a sense of sensuality as she reclines comfortable confident and independent The entire focus of the advertisement invites the viewer to partake in the clearly pleasurable experience of smoking a Camel cigarette specifically to escape the bustling world around us The sensual imagery further pushes the
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