This is an advertisement made by one of the biggest cigarette manufacturer in Indonesia called Gudang Garam or in English, it means Salt Warehouse. This company has established its brand in the Indonesian market as well as in some Asian countries.
By law, it is prohibited in a cigarette commercial to show men, women, or both smoking. Thus, the ads show implicitly that smoking is “cool”.
The commercial above shows one of the most talented soccer player, Fernando Torres. In the advertisement, it basically shows on how he can do anything imaginable under the huge pressure.
This advertisement thus implicitly wants the audience to have a perception that if someone consume nicotine, that he can do “anything” possible. It means that the company wants its consumers to have an impression that smoking is a way to relief your stress, pressure, and burden. Without having to tell the consumer explicitly that smoking is – lets say “attractive”, the consumer would already have the impression that smoking may release you from any physical and mental pain… where as in reality, it may be the opposite way.
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