1.  Who created this media message?  Why?

R.J. Reynolds, which makes Kool, paid for the ad in order to promote their cigarettes.  By promoting the Kool brand, they sell more cigarettes and increase their profits.  This ad is from Lucky magazine, April 2006.

 2.  Who is the target audience?  What text, images or sounds suggest this?  

Probably young women of color.  In particular, young urban women from the working or middle class who value independence and appreciate a sense of style.  A broad range of professions could be the target--possibly students, professionals, blue- or pink-collar workers.

The ad shows an attractive young woman of color. Her clothes and overall look express an urban “hipness” that might catch the eye of other young women.

4.  What is the text (literal meaning) of the message?

The text includes a black and white photo of a young woman who is smiling.  In the lower right corner, we see the words “Kool” and “Be True” laid over the photo.  There is also the Surgeon General’s warning on the top portion of the photo. On the left side, we see a color picture of two kinds of Kool cigarettes and the words “Be Expressive” on a blue-green background.

5.  What is the subtext (unstated or hidden message)?

Smoking cigarettes, like having a sense of style, is a way to express yourself.  You will be young, happy, confident, hip and attractive if you smoke.  Kool understands you and your community and is an extension of “being true” to your culture.

6.  What kind of lifestyle is presented?  Is it glamorized?  How?

A fun, active, urban lifestyle is presented through the use of fashion, images and lighting.  The model is wearing clothing that could be considered typical of a young, urban and possibly hip hop crowd.  The photo, which looks like a snapshot, stands out from the logo and side bar.  The lighting, by creating a shadow on her face, adds mystery. 

7.  What values are expressed?

The importance of being yourself, indicated by the text “Be expressive” and “Be true.”  Being independent is another value that is expressed, suggested by the model being alone and wearing unique clothes which add to her individuality.  Finally, there is a validation of cultural identity which seems to say you don’t have to be white, look white or act white. 

8.  What tools or techniques of persuasion are being used?

-Plain folks—the ad is featuring a model who is not a famous celebrity or star.

-Beautiful People—The model is an attractive young woman.

-The Big Lie—Smoking Kool cigarettes does not allow you to be expressive or be true.

-Flattery—Kool seems to be validating women of color who often remain invisible, misrepresented and/or silent in much of the media we use.  The ad functions to make the target audience feel valued for who they are and understood for who they are not.

-Diversion—It appears that RJ Reynolds values young women of color by using this model in their ad.  In reality, targeted marketing causes women of color to have more tobacco-related health problems.

9.  What healthy messages are communicated? What unhealthy messages are communicated?

In the ad, we see an image of a young person who isn’t smoking and who looks physically healthy.  Yet, the ad is selling cigarettes.  We know that tobacco doesn’t promote good health—in fact, we know that it causes a number of serious health problems like heart disease and lung cancer. 

10.  What part of the story is not being told?

-Kool has a history of targeting various groups of people to smoke their cigarettes, which contain menthol.  Of the 14% of African American high school students who smoke, more than 79% smoke menthol cigarettes, compared to 37% of whites.  Research shows that menthol cigarettes have more health risks than non-menthol cigarettes. (Source: Anti-Tobacco Advocates are Cool to Kool’s Marketing Strategy, Hazel Trice Edney)

-98% of African American women 16-24 believe they could quit smoking if they want to, compared with 84% of Hispanic women and 80% of white women. However, among young women who tried to quit in the previous year, only 3% succeeded in quitting for at least a year. (Source: Unpublished data from the American Legacy Foundation Legacy Media Tracking Survey, 2002.)

-Another untold story is that women of color can “be true” to themselves without Kool cigarettes.