In the last twenty years advertisements, and the way they are brought to us, have totally changed. It seems as if ads today’s ads are much more appealing than advertisements from the 1980’s. Advertisements now involve much more sex appeal and glamour. Many companies have to change to meet the concerns and wants of the consumer today, and the Winston company has done just that, but at the same time they have managed to keep some things the same.

The ads I chose to compare were a Winston cigarette ad from a Playboy magazine from 1984 and a recent Winston ad from a different men’s magazine. The advertisement from 1984 shows a group of rugged looking men on top of a mountain having a cigarette. The add reads “Winston. America’s Best: Excellence. The best live up to it.” The ad suggests that these cigarettes are for an elite group, “the best.” The men shown look very healthy and strong and exude the feeling of a hard days work as they kick back to enjoy a nice cigarette after a long day. However, not to many cigarette smokers that I have come in contact with could even come close to climbing a mountain, at least not without an oxygen tank. The beautiful background scen

These ads have some very interesting similarities. In both ads a reader will notice that the small group shown are the only people in the entire area. Both use beautiful backgrounds and depict healthy people having a good time. These advertisements both are set in a remote area on a beautiful day. The only things pictured in these ads are the people and they’re mode of transportation. They are by themselves with nothing but friends and their favorite brand of cigarettes. The slogans are also very similar in their messages, they both suggest that Winston cigarettes are the best on the market. The ad from 1984 reads, “Winston. Americas Best.” which is pretty self explanatory. The other ad reads, “Leave the bull behind” which could suggest that nothing else matters, everything else is “Bull” compared to Winston cigarettes. These advertisements use good looking people that appear to be having a great time, whether they are just relaxing together or sharing and intimate moment alone away from the stresses of daily life. Both ads also offer the surgeon general’s warning and list the harmful carcinogens that the cigarettes contain.

Both of the ads I chose were taken from men’s magazines and most readers can see why they appeal to men. The article from twenty years ago has rugged, hard working men enjoying a break together. It has a kind of a tough, “hanging out with the boys” feeling to it. The newer ad goes the other direction. It seems to me that the Winston company has changed the way they advertise now by using more sex appeal. It has a man and a beautiful woman alone together on the beach, which is included in almost ever man’s fantasy. These ads were both found toward the middle of the magazine. The ad from 1984 was found just after the centerfold, which is a great location. Even though many people buy Playboy “just for the articles” I’m pretty sure I would want my ad as close to the naked ladies as possible. The advertisement from FHM was also near the pictures of the women. Although this magazine does not feature nude bodies, it does have some very provocative photos and I would guess that this is the area of the magazine that receives the most a

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