TOW#14: Visual

Through this fallacy, camel tobacco attempts to persuade consumers to buy their cigarettes over their competitors.  Targeted towards people who are either heavy smokers or individuals who are trying to cut back on smoking, Camel attempts to pull in these users as new customers by appealing to the health issues of smoking.  In a world where smoking is often deemed as unhealthy, many people are either asked to lay off of smoking or at least feel the need to cut back on smoking themselves.  By referencing an “expert authority”, such as a doctor, Camel implies to its audience through this advertisement that Camel tobacco is a much healthier alternative to other cigarettes.  This not only encourages people to start smoking, but it encourages people to use camel tobacco because it is used by people such as doctors, an occupation that involves informing patients to live healthy lives.  While the message in itself to any nonsmoker seems ridiculous, especially in this time and age where tobacco usage is at an alltime low, back when this advertisement was published there was a much higher account of tobacco users.  Not only that, but to any smoker who is trying to quit, an advertisement such as this that implies that tobacco is not as bad as others say it is is a factor which will easily influence people to become heavy smokers once more.  The advertisement happily states that “More Doctors Smoke Camels than any other cigarette!”  In bold letters in order to emphasize just how much doctors encourage the usage of camel cigarettes.  The corporation also puts Camels in all caps and in red in order to highlight the company name and let it stand out to the reader.  While this advertisement is immoral and encourages individuals to turn to tobacco, it is an effective ad due to its successful usage of appeal to false authority, allowing it to easily attract already heavy users of tobacco and increase sales.