Advertising can be a means of encouraging consumers to purchase goods. Since Camel, a cigarette company, is lawfully unable to advertise cigarettes to their consumers, they have removed all indications of cigarettes being advertised. Instead, a camel is used to represent a cigarette. This is humorous and eye-catching to young audiences, allowing the Camel cigarette company to still achieve their goal of advertising cigarettes, albeit subtle and subversive. The advertisement gives us a character, Joe Camel. This camel is the protagonist. He appears in the central part of the advertisement. The text at the top of the ad is presented in vivid colors, predominantly yellow and red on a blue background. This is reminiscent of fire and heat, calling to mind the passion and pleasure of a burning cigarette. There are no rigid forms. The letters are irregular and asymmetric, inspiring the feeling of no rules, independence, and adventure. We are shown a camel, Joe Camel, falling from a skyscraper and his mouth open. The perspective in the advertisement lets you see the buildings surrounding the burning camel legs. It is a shocking, spectacular image, which represents an extreme situation. It calls the viewer's attention to its originality. The key word that appears first in the post is “NEVER”. It conveys a message of imperativeness, emphasizing and belonging intent. In the message, they added the word Camel, the brand name. It doesn’t show the cigarettes, snuff or package, so using a common strategy to advertise products that are banned or are disruptive: we speak of them through symbolic images, which, since the product is not shown, the company can’t be accused of infringing the law.
The acceleration in the transmission of information and globalization pose a new scenario, changing the grounds on which societies and people construct their identities. Events