-Interpret the problem: This advertisement shows a Doctor, that is smoking with the text “Most doctors smoke Camel over any other cigarette!” which is telling the reader that since doctors like to smoke then it must not be that harmful, considering that many people die every day due to smoking and second hand smoke.
-Understand the creative brief: This advertisement shows us that even doctors smoke. They are trying to tell people to not think about the harmful effects of smoking because if a doctor can endorse smoking then it must be ok because people want to trust their doctors. Doctors are the ones who are suppose to be keeping you healthy so you want to trust them.
-Say it outright: This ad says exactly what it means. They are trying to sell cigarettes to the customer by gaining their trust. Saying that a doctor smokes is making the customer or potential customer believe that it is ok for you to smoke because why would a doctor do something that wasn’t healthy and tell others to do it. They are getting strait to the point just by saying that most doctors choose to smoke that particular brand over any other brand. Some consumers might think that Camel is a healthier brand to smoke over the other brands as well.
-Know your audience: This ad wants the customers to believe that they are not selling them something that will be harmful by having a doctor sell its product. They know that a lot of people will be more likely to do something if there are many doctors doing it as well. People tend to trust doctors because they are suppose to make you healthy and if a doctor says its ok to smoke then they are most likely to do it themselves.
Write your objective: The objective of this advertisement is to attract new and current smokers by using a doctor to gain their trust and draw them in. Saying that a doctor says that its ok to smoke might make a lot of people think that its not as harmful as many other people tell you it is because they want you to trust a doctor.
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