Propaganda Project Quickly Explained

- These posters are aimed at College/University aged young adults (18 - 24). If they were real, they were probably made by a volunteer University "Pro-" or "Anti-" Cigarettes club (as opposed to a giant corporation), and hung on dorm walls, doors of bathroom stalls, etc.

- The "Pro-Smoking" advertisement was meant to tell someone, essentially, "Smoking will get you laid". The "Have your 'Ah' Moment" slogan can refer to both a deep breath while trying to calm oneself down, and, subliminally, a stereotypical orgasm. This is accentuated by the seductively posed nude woman.
Whereas, the "Anti-Smoking" advertisement was meant to tell someone "While you're outside having your cigarette break, your friends are inside making memories without you. And if you keep smoking, you will eventually lose your friends". The picture is of a lonely boy smoking outside in the (assumed) cold, while his warm and laughing friends can be vaguely seen inside without him. This is accentuate by the phrase "You are alone" in which the "you" is the smoker.

- From my point of view, most teenage/young adult students are going to be able to relate more to sex and feelings of loneliness, than they would to random health statistics and scare tactics.

- Primary usage of TRANSFER
Making an illogical association between one thing and something else that is generally viewed as positive or negative. In these cases, the illogical associations would be between cigarette smoking and sex/naked women (which is generally viewed as positive) or loneliness (which is generally viewed as negative).
Other techniques include the usage of Easily Recognizable Imagery ("Marlboro" and "Newport" cigarette packs), Beautiful people (nude woman in 1), "Plain Folk" (lonely teenager in 2), modified Classical Conditioning (similar to transfer, if object A (cigarettes) is always present when object B (nude woman) is present and object B causes a reaction or feeling (pleasure), then when presented with Object A when Object B is not present, the consumer may experience that same feeling).

- Color relationship: Red --> Erotic, Blue --> Loneliness/Sadness

- Photographs on drawn packs were meant to emulate the graphic photos found on real packs

- Even though the layout of the two advertisements are almost identical, they are able to convey completely different messages.