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Marieanna Anderson
COM 210
February 24th, 2021

Media Print Analysis

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● Table of content

Theories Page

⇎ Rank’s Model of Persuasion …………………………..3

⇎ Three dimensions of Language ………………………...4
⇎ Burke’s Dramatism ………………………………….4
⇎ God, Devil, and Charistic Terms ………………………..5
⇎ Packard’s “Compelling Needs” ………………………..5
⇎ Maslow’s Hierarchy of Needs …………………………6
⇎ Rank’s Desire- Stimulating Model ……………………….6
⇎ Weasel Words in Advertising …………………………..6
⇎ Deceptive Claims in Advertising ………………………...6
⇎ Summary ………………………………………....7
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1. Rank’s Model of Persuasion

a. Intensify (own good)
i. Repetition: The words “more” shows up alot in the ad. It shows up
three times as it can see it in the first, second and third mini
paragraph. In the first mini paragraph, it talks about the amount of
ingredients the company puts into the cigarette to give it enrichment.
They want the audience to know that they care about the quality of
their product. The emphasis on the word “more” does not only show
the quality of the product but rather, it shows how much they care
for their consumers to give them satisfaction. The second phrase
that shows up is “rich-flavor leaf”. We see it twice in the ad in the
first sub paragraph. It is used to point out the effort the company
used to make sure it is suitable for their consumers. It convinces the
consumer that each cigarette is carefully looked at to see it contains
the best ingredients. The other word that comes up more than was
“lot”. At the bottom of the picture, the word was used to show the
consumer that they know how much the product means to them so
they are willing to give them the best. “Lot” is also used in bold in
connection to the name of their company. It reassures the consumer
that the L&M is not just a regular company but a large one can give
the consumer more than they ask for.
ii. Association: The ad uses words like “more longer-aged” or
“heartier” to make the consumers think that smoking the cigarettes
would actually help them live longer. People wish for immortality
and would wish to get anything closer to that. The fear of dying is
what drives L&M to make promises to their consumers. Most
humans would take this opportunity since they are promised to get
closer to this goal. The image of the man with his wife and child
emphasizes this point. Consumers may think that the cigarette might
actually help them live longer to have children or long enough to
spend time with their loved ones.
iii. Composition: The image of the family sleeping under the tree gives
off a sense of relief. They are very relaxed and when you look in the
man’s hand, you will notice him holding the cigarette. One might
think after looking at that they are relaxed because he is smoking
that cigarette.
b. Intensify (other’s bad)
i. Repetition: Does not apply
ii. Association: When it said extra-cured leaf than even some unfiltered
cigarettes. L&M wants the consumers to see the benefits they
contribute are far more than can get anywhere else. Anyone who
uses tobacco wants the feelings an intense feeling of satisfaction.
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Mentioning this, they insinuate that other companies care about them
as much as they do.
iii. Composition: Does not apply
c. Downplay (own bad)
i. Omission: The part about living a longer life is not the whole truth.
They hide the truth that smoking cigarettes actually does the
opposite so saying it gives life is an exaggeration. The irony of this
is, it takes time away from you rather than giving you the more time
they promised you it would.
ii. Diversion: This ad leads the consumer to shift their attention to
pleasure aspects of smoking rather than the side effects. If the
consumer does not know what would hurt them, then they don't have
to worry about taking in the product.
iii. Confusion: It could be seen as confusing because when people
smoke around their families, they are actually putting their lives at
risk. The image in the shows that it is better to smoke around your
family as enjoy it more but that is not the reality. They are sending
misleading messages to their consumers which may actually put
their lives at risk.
d. Downplay (other’s good)
i. Omission: Does not apply
ii. Diversion: Does not apply
iii. Confusion: Does not apply
2. Three dimensions of Language
a. Functional dimension: The word choices in this ad motivates people to find
something that they can do with their family and enjoy. It calls for action
among family members especially fathers as they are mostly considered the
head. For instance, it suggests that people can go into nature and just smoke
while enjoying the fine things of life.
b. Semantic dimension: The words like “pleasure” used in this ad means that
as long as you smoke their cigarette, you will be satisfied.
c. Thematic dimension: Consumers get reassurance that they will feel
pleasure when they take in this product.words like special used might lead
the consumer feel like they are being heard even though the ad is for a
variety number of people.
3. Burke’s dramatism
a. Scene: This ad is set in nature alluding the type of feeling they are looking
for the consumer to understand. Being in nature makes one feel free as if
they can do anything they can. Moreover, they are trying to tell the
audience that the cigarette they sell is natural and is made from leaves that
come from nature. At the end, they want the consumer to be aware that the
ingredients used, that is tobacco, comes from nature and can give them that
same feeling.
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b. Act: People in this ad are sleeping in the grass under the tree. They are
surrounded by leaves and are also sleeping in it.
c. Agent: The husband sits straight up in the tree with a cigarette in his right
hand. While smoking under the tree, he watches his wife lay on him while
their daughter is also asleep on her. On the other hand, holding his wife, he
holds a pack of cigarettes making things very easy and smooth.
d. Agency: They used the concept of family to get consumers. They want
young people to buy their products because they would use it longer than
most. They would also get their friends to buy it leading to more consumers
for the company.
e. Purpose: The family is out in nature because it wants to have an emotional
appeal to the consumers.
4. God, Devil, and Charismatic Terms
a. God: Words like “pure white” are used to make consumers feel special and
unique. Since these words are usually associated with doing something
good, it leads the consumer to think that they are doing something good
too.
b. Devil: Does not apply
c. Charismatic: Words like “miracle” used in the advertisement creates a
mysterious hope for consumers. It gives them something to look up so they
would be expecting to see or feel something as they use the product.
5. Packard’s “Compelling Needs”
a. Need for emotional security: This advertisement creates a situation that if
the consumer does not use this product, they might miss the chance of
being happy like the man is in the picture. Moreover, they are hinting that
the consumer will not find anything in the future to help them remain happy
and calm when they have problems at home.
b. Need for reassurance of worth: This ad targets parents especially fathers
because it wants them to think that they can be better parents if they use
this product they are selling. When they do use this product, they spend a
lot of time with their family making their family think highly of them.
c. Need for Ego Gratification: This cigarette appeals to citizens by portraying
the idea of family. In a way, it creates some kind of competition as
everyone wants to be the perfect family.
d. Need for creative outlets: This advertisement is introducing cigarettes as a
new hobby or social activity people can engage themselves in.
e. Need for love objects: When people no longer have anything in their life,
they suggest that cigarettes would always be there. For instance, if the man
in the ads child or wife is no longer with him, he can rely on the cigarette
for comfort. Not to say he does not need his family, but rather a support for
him.
f. Need for a Sense of Power or strength: Does not apply
g. Need for roots: Does not apply
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h. Need for immorality: The word “longer-aged” gives the consumers a sense
of immorality. Fear of dying early is something most people fear and so
companies take advantage of that. Since people drive to live longer so they
can spend time with their loved ones, it is a perfect strategy.
6. Maskow’s Hierarchy of needs
a. Basic needs: Since everyone needs air to breathe in order to survive, this
advertisement intends to give consumers a better way to do so. They say
they have a more refreshing way consumers can breathe air that they
actually need while enjoying it. They said in the aid that they would gain
pleasure from something as simple as breathing.
b. Security needs: Does not apply
c. Belongingness and affiliation: Does not apply
d. Love and esteem needs: The man in the advertisement obviously has
reached the point where he is valued by his family or at least that is what
the ad wants to portray to their consumers. At this point, consumers might
imagine themselves being in the same situation as the man if they are also
able to get their hands on the cigarette too.
e. Self-actualization needs: The smile on the guy holding the cigarette is a
smile of satisfaction. His expressions show that he has reached a moment in
his life where he has everything under control or has everything he wants.
7. Rank’s desire
a. To keep a “good”: L&M started the ad by admitting or showing off that
they are aware that cigarettes mean alot to people and they are here to help.
They promise to give their consumers a better experience with smoking.
b. To get a “good”: The company wants the consumer to know that cigarettes
can mean a lot to them. They describe the many things that can gain from
using their product to get them to buy their product. This is an effective
matter because they would be drawn to buy it.
c. To get rid of a “bad”: L'& M, the company for these cigarettes claims that
other cigarettes may not be good for consumers because they are unfiltered.
d. To avoid a “bad”: They are basically telling the consumers that as long as
they smoke their product, they would be safe from the harm of the other
cigarettes. Since L&M is filtered, they claim it has more health benefits so
it is for their own good to choose their product.
8. Weasel words
a. Does not apply
9. Deceptive
a. The irrelevant claim: The part in the ad that says “only pure white touches
your lips” is an irrelevant claim. I have observed people smoking and I am
yet to see anyone put the white part in their mouth. Usually when people
smoke, it's the brown part that goes in the mouth as the white part burns off.
I think what they mean is that their cigarette has a shorter brown part than
most cigarettes.
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b. The question: Does not apply

c. The advantage: The ad claims that their products have extra-cured leaves.
They are telling this to the audience because they want them to be aware
their product is stronger and has more smell compared to the other kinds of
cigarettes out there. So basically L&M are implying that this product would
be good for your health and enjoyment. This claim it's in fact a
disadvantage in reality because it contains the same amount of chemicals as
any other cigarettes.
d. The hazy: Does not apply.
e. The mysterious or magic: Does not apply.
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Americans have been smoking cigarettes for many years because it’s
manufacturers have been encouraging them to do so. They make their product appear to
be a symbol of pleasure, unity and sometimes beneficial to their health. In this particular
ad, they appeal to customers of young age precisely in their early twenties to their forties.
Since the image of a man with his wife and child was demonstrated in the advertisement,
it shows a sense of responsibility and unity. The company used pathos to communicate
the message across and this is a clear example of that. People around that age group are
looking to settle down with a family so they give them a helping hand. L&M did a great
job painting a picture to the audience of what a loving family would look like when there
isn’t much to worry about. People in this world are already looking for anything that
relieves them of the stress and this advertisement appeals to that. On the other hand, the
advertisement although has words to convince people, its visuals are dull. The color is not
bright so it’s not visually appealing to the consumer. They promised pleasure for their
consumers but we don’t see much of that in the ad itself. Although they might be drawn
to the words, they will be turned away by the visuals.
For an ad to be really effective, I believe the consumer needs to be aware of what
exactly is in that product. They also need to include both the negative aspects of the
product as well as the positive. Without being introduced to both sides of the ad, I think it
takes away the independence of a person making their own decisions by weighing their
options. For many years, cigarette companies hid from their consumers the ingredients
that they use for their product. Consumers need to be aware of the kind of product they
would be taking into their body. Somewhere on the ad, the company L&M should have
written those side effects so that the consumer can decide if they actually want to use the
product or not.