1. Determine the scenario: What happens in this frame? A man and a woman are at a lake on a hot
summer day they are both trying to cool off.
Man fills his boot full of water and dumps it on the woman.
2. What is the setting? What are the conditions? In this ad,
it appears to be a man and a woman at a beautiful lake on a hot day. He fills up his boot full of water and dumbs
it on her, for her to get a “refreshed” feeling. So, Salem the cigarette company is presuming
that their cigarettes will give a person that “refreshed” feeling.
3. Who are the people or groups? The people or groups are the man and the
woman. Who seem very innocent in every
way.
4. What is their point of view around this specific
experience? The point of view featured
in this ad regarding the company is that they want the public to smoke their
cigarettes and feel refreshed after doing it.
So the consumer can buy their cigarettes over and over again. Their mentality is if one girl or one guy smokes
their cigarettes than their friends will want to try it too. The point of view
for the people in the ad is that they want to feel refreshed all the time.
5. What are their goals?
The cigarette company’s goal is to sell as many cigarettes as they
can. The more sales they have the more
successful they will be amongst their competitors.
6. What are their assumptions? What are their perceptions? The company’s assumptions are a high volume
of sales. They are very optimistic. Their perception is if they sell the luxury
side of cigarettes than the consumers will most likely see it as a luxury.
7. Are there conflicts? Is there cooperation? Their conflict is smoking is deadly. They can’t bi-pass that big conflict they
will always deal with. There is
cooperation in the company side and the actors in the ad. They both are trying to pay the bills.
8. What are the outcomes?
In my opinion, the outcome in a company like this it’s always half and
half.
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