It is Father’s Day, and a mother, her children, and the family dog are all ready to give the man of the house his presents – a pack of cigarettes a piece.
What is the setting? What are the conditions?
The setting is the foyer of a two-story house on Father’s Day morning.
Who are the people or groups?
The man in the ad coming down the stairs is a father and husband, and the others are his wife and children, and the family dog.
What is their point of view around this specific experience?
Their opinion is, “The only brand good enough for Dad is Old Golds.” They believe that only this brand of cigarette will do for their father.
What are their goals?
The goals of the family members in the ad are to give their father something he’ll enjoy.
What are their assumptions? What are their perceptions?
Their assumption is that their father will love the gift because it is this particular brand.
Are there conflicts? Is there cooperation?
There isn’t a real conflict in the advertisement, but the family cooperates to give the father what the ad suggests will make him happy.
What are the outcomes?
The outcome isn’t outright seen in the ad, but it is assumed that the outcome is a happy Father’s Day.
The advertisement conveys a home-like feeling, attempting to give the product a family-friendly image. It also tries to establish the brand as superior by telling you that it’s the only thing that will do for the number one man in your life. Its message is that if someone that important and close to you deserves nothing less, then it is the best brand. Using a figure directly relevant to your life, they establish themselves as an ideal. That, of course, is a main strength of this ad. It is relevant in some manner to the consumer, in contrast to the glamorization tactic of many vintage tobacco advertisements.
Image credit to http://pzrservices.typepad.com/vintageadvertising/vintage_tobacco_advertising/page/4/ .
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