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True 'Pleasure'….?
It is sheer irony that the word 'Pleasure', a word that signifies something that is happy and very enjoyable is being used by a leading cigarette company today to promote something that steals your happiness and leads to addiction, illness and death; conditions which are everything but enjoyable. The ad actually personifies the exact opposite of what it promotes.Tobacco product industries are using false impressions to entice their audiences' attention while increasing sales in the process.
Newport has used the 'pleasures of life' advertising and marketing campaign for the past several years.They continue to use it because it works!They are currently using the campaign in their magazine advertisements.The general mood of the advertisement revolves around one word 'pleasure'. This is the part of our cultural value system that the company taps into.Our society is one that is always looking for 'pleasure'.Our young people are especially always trying to find pleasure at whatever cost.Young members of our society especially have become so pleasure oriented that this makes them especially easy prey for the Newport ad campaign.The young women and men are shown enjoying life and appear to be in their prime.It shows healthy, fun, loving, no care in the world, young adults having a great time.They display healthy, white teeth, beautiful smiles, and are breathing what appears to be a healthy environment.Laughing, smiling and having no cares in the world are the opposite of what the product in the ad promotes.It is an addictive drug that turns this type of independent, healthy people into very dependent drug addicts. They appear to be happy, energetic, carefree, and enthusiastic which is a far cry from the reality of nicotine addiction. In reality they have black lungs, yellow teeth, and diseases such as emphysema and cancer.They spend their days worrying about how they are going to afford to stay alive. Reality is that these individuals have less hope for the future and much less control over their lives than the marketing campaign would lead you to believe.
This upbeat photograph produces a feeling of excitement and would appeal to people of all ages.Whether a teenager wants to dream of more independence or an elder person wants to dream of the good old days, each are drawn into an advertisement's portrayal of what life could be like.Here again, this is a very interesting false projection as to the real world.These same teenagers have nothing to look forward to except addiction, illness and all the problems that come with them.Older citizens are star-struck as to the youthful appeal when reality they would be more prone to lung disease and death.
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The close up picture of young, successful adults having a great time, smiling with perfect teeth and awesome health is very appealing to the general public.Newport wants to sell this image to the public.They appear to be surrounded by a stress free environment, which is appealing to the average person.The Newport product gives the marketable appearance that if you purchase their product you too can have the slim, healthy figures of the models and you can obtain "the look" if you purchase their product.The advertisement also reaches out to a culturally diverse audience with the selection of the models used in the advertisement.There is diversity of race and gender in the advertisement. They have in common that they are all young, appealingly happy, and effectively reflect a cross species of race and gender.
Additionally, this advertisement showcases a group of people who represent the social lifestyle that comes along with the Newport cigarettes to include the possibility for romantic relationships and long-term friendships.The ad personifies a sense of romance.The male and female look as though they are enjoying each other's company.The females look as though they chill together frequently.
The cigarette company also capitalizes on the way that the magazine ad is laid out.The company uses a very simple look with the use of bright green borders that create a lasting impression on the reader.The color green promotes healthiness and living things.It signifies life.This creates such a contrast to the reality of the situation.The color scheme is very catchy, clever, and impressionable.
The keyword 'pleasure' is emphasized through a very large bubbly font, an exclamation point, in a bright orange color, which stands out against the bright green border and colorful picture.The vibrant orange writing definitely catches the eye and stands out also.It borders and brings the readers eye to the cigarette that is held in the front models hand.It frames it nicely so as to make you notice the focal point, which is the young female model.She has a huge smile and air of confidence around her.She is holding a lit cigarette in her fingers and her hands are positioned in a way that signifies to the reader that all is well, fun, happy but most of all 'safe'. Her hands are positioned in way such as a baseball umpire would call a base runner 'safe'.Again, very ironically promoting the image of safetyAnother very clever projection on the part of the marketing campaign.The words, 'Fire it Up', also written in a vibrant orange color give the connotation of fun, free-loving spirits having the times of their lives.'Fire it up', gives a very encouraging sort of permission and direction to the reader.Again working the value of pleasure and the freedom to choose to do as they wish within our youthful society.You have the "freedom" to 'fire it up'!
Most of the most famous ads come from the things that people desire.People don't desire wheat germ.They desire 'pleasure'.These ads are manipulative, annoying and less than completely honest, as I have outlined above.One great example is the Marlboro Man, one of the most successful ad symbols of all time, which is the supposed symbol of the rugged independence when in reality he is a symbol of enslavement to an addictive drug!The greatest advertising is not great for moving merchandise necessarily any more than the greatest literature is for compelling plots, however somehow they reach out to our humanity, our desires.They have touched us, understood us, reflected our lives and some times enriched them.They get to the heart of what makes us tick.They touch our passions and play on our dreams.
Newport's strategy to sell their product involves the use of vibrant colors, attractive models, their image of life and the keyword, 'pleasure'.The Surgeon General's warning goes virtually unnoticed.Although people in general tend to block negative warnings out of their minds, since society leads us to believe that "nothing could ever happen to me ".So many people today are also worried about their looks and figures and do not seem to meet the standards set by superficial models in magazines.Today's world is so hectic for most people with stress filled long days, very little quality time with family and friends, little personal time for exercise, vacation and any other enjoyable activity, that this ad presents the public with an opportunity to get away from that life style and relax and have a great time no matter what the consequences may be.Any offer of a quick fix is game for the majority of today's society.The immediate popularity, love interests and friendships that come along with them are also appealing.Although it is sad to think of how successful the companies are in their appeal to our generation.It is also equally sad to think of what our values and beliefs have become and how they assist these companies in marketing products in a way that appeal to our 'pleasures' and we forget to protect ourselves from our very selves.My response to 'Fire It Up', would be, "Quickly, Extinguish It"!Find true 'pleasure' elsewhere.
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