• Determine the scenario: What happens in this frame?

You have the famous Lucile Ball advertising Philip Morris King Size cigarettes and the tag line is Now Millions Know! ONE KINGSIZE top ‘em all for TASTE and COMFORT! So she’s sitting there a pack in her left hand and a stick in her right and she looks so happy. If you look next to her head she also has the saying “your throat can tell its PHILIP MORRIS”.

To be honest all around here is information about the brand she’s advertising. To the right of the King Size packet she’s holding it reads “No matter what brand you’re now smoking…there’s    greater pleasure waiting for you in the new PHILLIP MORRIS King Size. Millions of smokers who tried them are buying them over and over again! Once you try them, you will, too. Because your throat can tell that here, at last, is a cigarette not only good to smoke…but good to the smoker…good to you! Try a carton now!”

Then to the left where he hand is holding a stick that’s lit it says “UCILLE BALL staring in the Lucille Ball, Desi Arnaz “I LOVE LUCY” show CBS-TV.

The pictures of a regular size pack of Philip Morris is on the ad as well as the King Size showing the big size difference. On the bottom of the add it says “CALL FOR PHILIP MORRIS”

• What is the setting? What are the conditions?

The setting was in the 1950s where a lot of women who were stay at home mothers and most of them would smoke. The setting is simple it just Lucille advertising the pack with a straight forward campaign of no one is better than Philip Morris when it comes to cigarettes.

• Who are the people or groups?

For me this advertisement is a target for the women who have families and who watch television in the 1950s. They really didn’t have much to do then other than take care of their husband and children. Lucille ball was very icon back then and her show was a big hit; everyone was watching it. And Lucille was an icon for staying at home and not doing much other than helping her husband.

• What is their point of view around this specific experience?

The ad specifically says “your throat can tell its PHILIP MORRIS” twice even! It’s saying that no other cigarette will be the same. EVERYTHING ELSE will be harsh and your throat will hate it! AND LET NOT FORGET! IT’S KING SIZE! No one else has KING SIZE! And Lucille Ball is using it; so that must mean its good.

• What are their goals?

Get the stay at home women and the on the go women to use their product. And show that the KING SIZE is better than the regular size. They are trying to advertise that the regular size is mediocre and that the king size is twice as better and it’s comfortable to smoke than the regular.

• What are their assumptions? What are their perceptions?

Assuming how old this ad it, I would think people would see the actress such as her to be on an ad for this brand is something of a good thing. Everyone knew her, and who didn’t smoke back then?! And when someone comes along such as Lucille Ball, and appeals to the masses who watch television with their families at night would see the ad and think if someone like her who’s classy and who’s sophisticated can smoke it so can I. The ad makes you literally feel that if I smoke this king size pack I’ll be like Lucille Ball.

Are there conflicts? Is there cooperation?

In the ad I don’t think so; in the 1950s it was normal for people to smoke so seeing a classy lady such as Lucille Ball come out with a Philip Morris ad isn’t as surprising as it should have been.

• What are the outcomes?

It sure swayed me to want to smoke them; I used to smoke so I know that some of the cigarettes out there are very harsh. But with the King Size difference and the way that they’re advertising it make it seem that even if it was any other brand and it was regular size it just wouldn’t cut it. I also know that she did do some television ads for them as well. Some were even banned, like the “light it up for Lucy” Where the setting was in Lucy’s house with her husband and they had one stick left so he said to her “you better get another pack”. So she gets up from where she was sitting and she goes to this picture frame and takes it down from the wall and there’s a safe behind it, unlocking it and opening it just shows that the king size packets were there and they were keeping it safe. What’s funny is while I was watching this on youtube I figured I’d look at the comments and I saw someone wrote this “I am 57 years old. Looking back on all these old commercials it really is amazing how cigarette smoking was such an entrenched part of the life style of this era. When I was a kid the only people I knew who did not smoke were my parents...and they were considered real oddballs for that. It             seemed that every human over the age of 14 was smoking. My doctor smoked, my dentist smoked......inside restaurants were just a fog of cigarette smoke too (source:http://www.youtube.com/watch?v=H1A_zkUtGvw) Smoking was normal for them back in the 50s this man even states that people thought his parents were oddballs because they didn’t smoke either. It goes to show that ads like this would be so effective in that time.