Camel 9 of 17

Filling the middle space of the circle on the back is a description of the contents of this container, the tobacco. It represents, what the Reynolds Company would like the consumer to feel, from both the package design and from the text. The letters of this description are written in smaller, subtle type that does something similar to the main logo “CAMEL”, arousing the American sense of the foreign and oriental. The block of type has curved margins following the shape of the circle. Light and wavy decorative lines, bracketing the hanging tobacco leaves pictured and hovering under the text block and over the palm trees, create a transition between image and type, and they provide a wisp of the arabesque and subtly suggest the meandering smoke of a cigarette. The description reads: “A master crafted blend of only the finest hand-picked Samsun and Izmir Turkish tobaccos with a robust domestic tobacco blend creates Camel’s distinctive flavor and world-class smoothness.”

The words, master, crafted, blend, only, finest, hand-picked robust tobacco distinctive flavor world-class smoothness—are all words emphasizing through implication or connotation such things as the care put into selecting tobaccos, the masterful craft of harvesting, in essence the notion of quality packed into one phrase (not even sentence.) Even the names of the two cities, Samsun and Izmir, sound unfamiliar to the American ear, even exotic. Of the 27 words in the phrase, 20 of them count directly toward creating this image. This is very efficient writing, just as the visual design of the pack efficiently uses every element toward its goal of making the consumer feel something alluring about the orient, that might appeal especially to men.

(NEXT: Samsun and Izmir?)


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