Silk Cuts and Purple Tears
Probably the most famous piece of fiction writing concerning the analysis of cigarette ads can be found in the novel Nice Work by David Lodge. It is reproduced on the WWW in a set of pages devoted to semiotic analysis. Lodge's characters and the author of the Web pages on Semiotic analysis both point out that ads do not simply convey an image and a message. Whatever is presented on the printed page needs to be interpreted. Moreover as the series of ads discussed below indicate, these may need to be interpreted in the light of a number of examples before the 'real' meaning becomes clear. There may also, of course, be multiple meanings to any ad. But, if there is a theme associated with ads for a specific product, the theme can only become clear when a number of ads are viewed at the same time. The Silk Cut ads discussed here are a sample of the many ads for Silk Cut cigarettes that have been produced over the past few years. Each ad carries essentially the same anxiety provoking message. Somewhat paradoxically, the use of anxiety provoking ads is calculated to encourage cigarette smokers to smoke more as a means of allaying or controlling that anxiety. The continual presentation of anxiety provoking stimuli in conjunction with the brand name Silk Cut or the purple silk cloth also helps form and maintain a strong mental association between the brand and anxiety. This mental 'bond' is likely to mean that whenever Silk Cut smokers become anxious, whatever the reason, they will turn to their 'favourite' brand for relief. The vicious cycle of interdependence that such ads contribute to would seem to be socially unacceptable. To encourage addiction by semi-subliminal and manipulative ads is a practice that ought to be censured by the Advertising Standards Authority (ASA) but is not, as the correspondence on the ASA page indicates. If products such as cigarettes cannot be sold on their merits (or lack of them) then the use of secondary imagery seems to be a 'last ditch' means of influence. The use of such imagery provides an insight into the shameful ethical standards of those who produce and sell these products and those who serve them. The many smokers who are encouraged to feel that they have a simple choice to make, that they can choose to either smoke or not, are being deluded. What they have had to contend with has been a lifetime of exposure to ads that subtly insert ideas and images into their unconscious thought processes. If effective these clearly limit ones ability to make a free choice. When the influence of semi-subliminal ad content is associated with an addictive product then it may be the smoker's phantasies that 'drive' their smoking behaviour rather than conscious decision making. As viewers will shortly note, the 'creative' individuals who produce Silk Cut and other cigarette ads undoubtedly are laughing up their sleeves at the unconscious mental torture they continually attempt to put Silk Cut smokers through, simply to earn an unethical pound, dollar, yen or schilling. |
Silk Cut ads often depict purple silk in conjunction with a rip, tear or cut. The purple colouring is almost incidental to the covert or latent message of all Silk Cut ads. The tears, rips and cuts are not.
Sometimes the aggression that is
indicated is self aggression. Sometimes aggressive acts in
general. With some ads there is an indication of aggression
against the male, sometimes the female. There is also a strong association with 'sexuality' or, more When you looked at the extract on the right you most likely did not notice that the silk cloth was arranged in such a manner that it offers the appearance of a face. The slash cuts across the mouth and something is protruding out of the mouth, or has been inserted into it - and then cut off. Often such images are easier to perceive within the context of the whole ad rather than in isolation. So have another look at the main image up above and see if you can still perceive the face there. It will probably 'stand out' quite easily once you have determined its location. The ad with which this section began is just as much about
aggression as the ad with the Taken on its own such an interpretation of this ad is difficult to accept. However, consider the connotations of the other ads discussed on this page (and any other Silk Cut ads you can lay your hands on) and then return to view the 'daisy' ad. Look also for any semi-subliminal content. The meaning associated with the ads above will then seem much clearer - and the author's interpretation more accurate.
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Have another cig boys and girls or, better still, give up smoking and find a better way to manage your emotions. Additionally, remember that smoking can lead to impotence. |
The original version of this ad literally placed the scissors in the dock (parodying the judgments of society on cigarette smoking). The illustration shown above was actually the first of three separate images. The first image was the line up. The second, the photograph for the official record, the frontal view with prison number underneath. The third was the side view. This is pretty nifty stuff, until you realise that the individuals being locked-up are, in fact, those who have become addicted to nicotine. Those who are laughing up their sleeves are the tobacco companies and their advertising agencies. If you think Silk Cut cigarettes are the ideal cigarette, then you probably have a lot of unresolved anxiety to cope with. That isn't surprising, given the amount of effort put into cigarette advertising that has the simple goal of engendering anxiety in those who view the ads. The best way to cure that anxiety would be to give up cigarettes altogether. It ain't easy but it will be worth it - especially if you send a letter to the tobacco company afterwards telling them you intend to see that they pay for their attempts to 'brainwash' you. |
But this ad only offers a superficial reading of 'relief'. Take a closer look at the doorway sign on the larger version linked to this image. You will not see any of the universal symbols for male or female toilets. You will see a knife. The poor 'individuals' standing desperately with their 'legs crossed' are going to be castrated. At best, this ad is yet another example of the 'unkindest' cut of all. Silk Cut smokers, think what you have been exposed to over the years you were encouraged to become addicted. Contemplate how such ads might have insinuated themselves into your thinking and affected you. Bear in mind equivalent messages have been portrayed in various guises in virtually all Silk Cut ads for many years. If you claim, as would all other Silk Cut smokers, that you were immune to such covert messages why were they the basis of an extremely lengthy advertising campaign? Was all this creative activity in vain? I doubt it. Some sizeable number of individuals were responsive to such ads to make them commercially worthwhile. Note also that the images displayed on this ad seem to be toothpaste tubes. Look a little bit closer however and you will see that they are also indicative of elongated pawns from a game of chess (no tootpaste tube has a top such as illustrated) or individuals dressed up a pawns. Now, just one guess as to who the creative artists who produced this ad thought were the pawns in the Smoking Game? If you get this far you might even consider the 'packaging' of the pawns as just one step removed from the permanent packaging provided by body bags. For additional commentary on Silk Cut ads read the article by Catherine R. Langan and view the paper Eros to Thanatos - Cigarette Ads, written by Alastair McIntosh. Both author's provide very interesting reading and food for thought, particularly Alastair McIntosh. The page devoted to the relationship between Freud, Wilson Key and advertising on this site also provides additional commentary on this topic. |
Would you be interested in supporting the development of a web site focussing specifically on cigarette advertising, smoking behaviour, nicotine addiction and related information? In particular would you like to help encourage youngsters to develop a healthy scepticism about advertising practices associated with cigarette advertising and promotion? If you can offer either financial assistance to develop such a site or have material available that could be of use on such a site, the author would be pleased if you would contact him. |
Last Revised: 3rd January, 2003 |