Electronic Cigarette

This ad appeared in Rolling Stone 1176 (February 13^th, 2013), and first caught my eye due to the image of a man smoking an electronic cigarette, but then I noticed something else. I was surprised that the ad mentions nowhere that an electronic cigarette is a way to begin quitting smoking, but on the contrary, that one could “take back your freedom” by being able to smoke virtually anywhere.

The advertisement also appears to be attempting to piggyback off of Marlboro’s popular Marlboro Man character, designed to show how cool and rugged smoking can make you. In this ad you clearly see a stubbly-faced, hardened, handsome looking man enjoying his electronic cigarette, ever so similar to the familiar cowboy. The Marlboro Man is still used in cigarette advertising in Asia, and is still wildly successful, appearing on almost every street corner (Campbell, Pg. 371) The add also makes sure to let the reader know that the flavors are made in the United States, so not only can they exercise their freedom by “smoking”, but they are also supporting a U.S industry, instilling a feeling of the wild-west Patriotism reminiscent of cigarette ads past.

Campbell, Richard, Christopher R. Martin, and Bettina Fabos. "Smoking Up the Global Market." Media & Culture: An Introduction to Mass Communication. Boston: Bedford/St. Martin's, 2011. 371. Print.