In this scenario the iconic "Joe Camel" is now shown as "Joe Chemo". The once happy go lucky camel is
now laying in a hospital bed with his Joe Cool shades down in front of him. You can also see an I.V. in his
left arm to give him his medications.
2. What is the setting? What are the conditions?
The setting for this smoking ad is not for a positive feeling. It positions "Joe Camel" still in a colorful
setting that he is a costume to but in a hospital bed. This ad makes us believe that he is not in the best of
conditions.
3. Who are the people or groups?
From the camel character and the "Joe Chemo" on the top right corner it leads me to believe this is
directed towards the group or people that purchase Camel cigarettes.
4. What is their point of view around this specific experience?
The experience that is show in this ad is not a very pleasant one. It basically shows that if you keep smoking cigarettes you may end having to do chemo to help you with your cancer.
5. What are their goals?
The goal for this ad is to show and scare the costumer of the long term outcome that may become of
smoking cigarettes.
6. What are their assumptions? What are their perceptions?
The assumption from this ad is that you may have to go through chemotherapy to help cure or slow down
the effects of cancer from smoking.
7. Are there conflicts? Is there cooperation?
8. What are the outcomes?
I believe the outcome from this ad is to hopefully show the effect of smoking cigarettes. I know if there
were ads like this while I was growing up there would be less youth of today smoking.
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