Who created this media message?  Why?

Phillip Morris, the largest tobacco company in the world and maker of Marlboro cigarettes, paid for this ad because Marlboro Snus is a new product and advertising it will help get the word out about this new product.

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

The target audience is probably young, white, risk-taking male smokers who are in their 20s and younger. They might be smokers who are trying to quit or who, because of city ordinances, cannot light up in public places.  The target audience might also include spit tobacco users who are open to trying a new product.

We know that older adults do not tend to pick up a tobacco habit; people who start using tobacco are usually teens.  The words “Not cigs, not dip, new snus” tell us that Phillip Morris may be targeting current smokers or spit tobacco users with something new and different.  The snus packet in the ad, because it’s similar looking to other snuff products, might attract people who already use spit tobacco.  The majority of people who already use spit tobacco are white males.

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

The text is in the form of the print ad.  The background is bright yellow which fades to orange with a black border.  We see an unrealistically large image of the Marlboro snus container, an image of the snus pouch, and next to it appear the words:  “Not cigs.  Not dip.  New snus.”  A star appears on both sides of the words “new snus.”  Below that in smaller print are the flavors:  rich, mild, mint, spice.  We also see tobacco warnings that are required by law on the lower right corner.  Partially behind the image of the Marlboro snus product is an image of the sunburst, with an individual snus packet in the middle. 

What is the subtext (unstated or hidden message)?

Some messages in the subtext are “You’re genuine” and “You’ll be more hip.” Another message is “Marlboro Snus brings you to the outdoors.” After all, it is the well-known Marlboro name (think Marlboro Country) on this new item.  Another message might be “‘Not cigs’ + ‘not dip’ = more healthy.”

What lifestyle is presented?

The wording “not cigs not dip” is a teaser telling us about a new product, possibly one that is healthier because it is does not involve smoking or spitting.  The slang words “cigs” and “dip” suggest an image of a young consumer as casual, easy going, and hip.  The irregular border around the sign reinforces this—it’s not straight and precise; it looks as if it’s painted by hand.  The orange and yellow colors and the sunburst are representative of an outdoor lifestyle, perhaps one that connects with nature, especially in the warm summer months.

What values are expressed?

The colors in the background and the sunset in this ad imply a value of the great outdoors, perhaps outdoor recreation.  With the wording “not cigs, not dip,” this ad suggests a value of clean, healthy, fresh air.  The use of the Marlboro name and lettering (made familiar by Marlboro cigarettes) suggest a genuineness that implies high quality, loyalty, and respect in this brand. The image of the container and the white snus packet imply that the product is clean, easy to use, and convenient.  The simplicity of the design coupled with the straightforward words (“not cigs not dip”) stress the value of being authentic.

What “tools of persuasion” are used?

Symbols – the familiar Marlboro name and typeface helps us to connect the well-known and respected name with a new product.

Timing – with smoking restrictions in more and more places, it’s no wonder that tobacco companies are now targeting smokers with new products.

Plain folks – even though we don’t see any people, this ad conjures images of the “ordinary” and “authentic” with simple words and a design that lacks pretense.

Simple Solutions – this is the solution for smokers who aren’t allowed to light up in public.

Card stacking – this is a new twist on the same old product.  It still has nicotine.  It’s still unhealthy. It’s still addictive.

See "The language of persuasion"

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

The text “not cigs, not dip” makes this product seem as if it might be healthier because it’s “smokeless” and it’s “not cigs or dip.”  Yet, it’s still tobacco. It still can cause cancer and gum/tooth complications. The warning label on the ad tells us that this is not a healthy product. 

What part of the story is not being told?

Cigarette sales in the US continue to fall, so tobacco giants like Phillip Morris need to find new products and new markets in order to survive.  Snus is one way for tobacco companies to try to make tobacco look appealing.  Since there is a growing number of states in the US that have banned or are planning to ban tobacco in public places, it only makes sense that spit tobacco companies would step up their marketing and try to expand their niche.  Despite that tobacco companies use the term “smokeless tobacco,” spit tobacco is still harmful.  Yet, we often see ads that use the term “smokeless” to make this product sound healthier. This product is being test marketed in the Dallas/Fort Worth area shortly after a smoking ban in the city was enacted.