Newport cigarettes used the “Alive with pleasure!” slogan to sell products throughout the 1970s and 1980s. These advertisements appeared in almost every major magazine during those decades. Each ad features a very specific visual style. The background is a gaudy, bright green that catches the eye immediately. The photographs show young adults laughing, playing games, or relaxing in nature. These photos look amateurish, as if a friend took them during a weekend trip.
The models in the photos are always shown in pairs or small groups. They participate in activities like wrestling in the grass, splashing in water, or carrying each other on their backs. Their body positions and facial expressions are carefully chosen to hint at sexual attraction. This subconscious imagery is the primary goal of the advertisement. The brand links the “pleasure” of smoking to the pleasure of physical intimacy and social success.
The bright green borders frame every image and make the Newport brand easy to identify. Even without reading the text, consumers recognize the color. The “Alive with pleasure!” text is usually printed in a bold, white font. It sits right next to a photo of people who look energetic and happy. The ads do not focus on the taste of the cigarette. Instead, they focus on the feeling of being young and attractive.
