1960s Camel/Smoking Ethos: Why did we trust them?

           As smoking gradually came to be known as one of the great American pastimes, the progression and stability of the smoking industry and smoking companies was highly elevated. During the 60s some of the top cigarette brands, Camel, Parliament, Marlboro, and Newport, engaged in advertising to multiple discourse communities, being men, women, African Americans, and more. In addition, advertisements were directed at multiple life scenarios advancing the idea that it's alright to smoke when you're working, on vacation, relaxing, at home, having stress, and a multitude of other scenarios.

          The ethos can be observed in two different ways, understanding more about the credibility of the Camel itself and the understanding the overall ideology behind the author/videographer's choice of scenes. I want to look particularly at the company Camel and how their reputation as a well-known and well-respected cigarette brand contributed to the strength of advertisement. Once again, Camel was one of the more popular cigarette brands at the time which initially contributed to their overall ethos because of popularity solely. A more direct way of addressing ethos that was used in the text was professional support, specifically utilized medical doctors as an example of people who use Camel cigarettes and obviously like the brand. This form of indirect ethos establishes that Camel has versatility amongst the medical community and thus is respectably legitimate. These two ideas, coupled with the intention of diversifying the audience all help to certify the legitimacy of Camel and their cigarettes.