Media Example 19 - Santa Claus

Santa Claus for most people is associated with a merry, happy time and memories with friends and family. Association is key with advertising. If people associate the brand of cigarettes that Santa is smoking with the good times they have at Christmas and with Santa, then they will enjoy the cigarettes and the times they have while smoking these particular cigarettes. It's all strategy. The ad makes smoking these cigarettes seem like a pleasant, fun time. Personally, nothing can make me smoke because I know the dangers and I'm not interested in having permanently yellow teeth, bad breath, and prematurely wrinkly skin. I don't know how this ad would affect people interested in smoking cigarettes, but it is an interesting figure they chose to put on the ad.