Describe what you see: the images, expressions and the content they carry In this advertisement, an image of a physician is utilised to suggest that the product is supported and used by physicians. The physician smiles whilst holding a packet of ‘Lucky Strike’ cigarettes in his hand, signifying approval of the product. Underneath the image, the notion of professional approval is reinforced by the statement “20,679 Physicians say “LUCKIES are less irritating””. This large number indicates the widespread approval of the product as well as familiarity, suggested by the apparent nicknaming of ‘Lucky Strike’ cigarettes to “Luckies”.

The underlining of “less irritating” and use of determiner “less” is likely used to emphasise the product’s superiority in comparison to other brands. The phrase “Your Throat Protection…against cough” most likely addresses the issue of irritation during cigarette use or provides warmth. Furthermore “It’s toasted” is utilised to suggest warmth and a pleasurably burnt smell. The advertisers imply that they can recreate this experience with the audience’s use of their cigarette brand.

What does it tell us about what the audience values? This advertisement was possibly aimed at audiences in the American 1950’s where social values dictated smoking to be an upper-class practice. In the advertisement’s context, it is assumed that the audience values the opinion of physicians and that they are a symbol of good health in society.

Describe the mode Its existence in the written mode as well as the use of drawing as opposed to photography is evidence of this time period where technology was limited. Nevertheless, the use of quotations that denote speech give the impression that a direct message has been given from many physicians.

What does it tell us about society’s values? In this context, smoking was associated with high social status as well as sophistication of character. The ‘Lucky Strike’ company conveyed that the use of their cigarettes was healthy and that even physicians believed the product was beneficial. As a result, the audience of the 1950’s were not yet alerted to the dangers of smoking.

Is it appropriate? This advertisement served its function and was effective in its time period however it is no longer appropriate in today’s social and cultural context. In today’s context, advertisements promoting smokinghave been prohibited, as it is proven that smoking is damaging to one’s health. Therefore in today’s context, the manner and field is not appropriate as they contradict one another. The company must alter the field (expression and content, lexical choices) in order to suit the audience and the social context of today,