NOTE: “Sé Desenvuelta” translates to “She unwraps herself.”

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. 

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

Probably young heterosexual Latino men. In particular, young men from the working or middle class.  A broad range of professions could be the target--possibly students, professionals or blue-collar workers.  This ad appeared in September 2006 in a men’s magazine which includes features on relationships, sports, fashion and work.

The ad shows an attractive young woman of color who’s holding a cigarette. Her overall poise and appearance express sensuality, style and candidness. Next to her, we read the words, “she unwraps herself,” which suggest that she’s confident and uninhibited. These characteristics might catch the eye of young Latinos.

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

The text is a color photo of a young woman standing left of center who is smiling and holding a cigarette.  She wears a strapless top and jeans.  Her earrings are the same shape as the Kool logo:  two overlapping circles.  The words “Sé Desenvuelta” appear over the background wall, which is awash in blue-green lighting.  Smoke from the cigarette curls upward into the background light.  In the lower right corner, we see overlapping circles behind the words “Kool” and “Be True.”  Next to this, we see small images of two packs of cigarettes.  There is also the Surgeon General’s warning on the top portion of the photo. On the bottom left side, we see tiny white printed words which give information about the tar and nicotine in the cigarettes.

What is the subtext (unstated or hidden message)?

- Smoking cigarettes is a way for a woman to express herself and demonstrate her sensuality and uninhibited nature.

- Smoking is a way to be more feminine, attractive, desirable and available.  Furthermore, smoking helps a woman become young, confident, slender and healthy looking.

-Women of color who smoke are more available than those who don't smoke.

- Kool understands a woman of color and values her confidence.

- Smoking is an extension of "being true" to Latino/Latina culture.

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

The advertisement suggests a hip, urban lifestyle by placing a model together with a cigarette and an unidentifiable backdrop.  The model is wearing fashionable clothing which suggests that she's could be clubbing and/or going out on the town.  The setting has dim lighting and appears to be a place where smoking is still permitted.  These elements of the ad help to glamorize this type of lifestyle.

What values are expressed?

- Wearing certain types of clothing makes women more alluring.

- The way to make oneself attractive, confident and desirable is to smoke, wear fashionable clothing , be slender and smile. 

-Being a Latina means being a smoker, which allows you to "be true" to yourself.

- It's important to be independent.  This is suggested by the model being photographed alone and poised with confidence. 

What tools 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. In reality, smoking Kool cigarettes does not allow you to be alluring 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. Further, by speaking the language, Kool is saying they respect Spanish/Latin American culture.  Kool's use of Latinas in their ads demonstrates loyalty to the Latino/Latina way of life.

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

-Symbols & Repetition. The Kool logo of two overlapping circles is behind the word "Kool," and it's also replicated in the shape of the model's earrings. 

See "The language of persuasion"

What healthy messages are communicated? What unhealthy messages are communicated?

In the ad, we see an image of a young person 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. 

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.  Research shows that menthol cigarettes have more health risks than non-menthol cigarettes. > Source

-84% of Latina women 16-24 believe they could quit smoking if they want to, compared with 98% of African American women and 80% of white women.2   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.)

-Latinas can "be true" to themselves without Kool cigarettes.

-Not all men find that smoking makes a woman attractive.