Arthur Munoz - Lucky Strike Santa

1.       Omission of traditional Christmas background focuses us more to Santa’s face and the limited text.

2.      Santa appears very healthy and happy. Moreover, his face itself looks much younger and his body much slimmer than traditional Santas.

3.      Santa is performing a physical activity – smoking is clearly integrated into his routine.

4.      Cigarettes point inward to Santa smoking.

5.      Brand recognition made easier by being the only texts in capital letters.

6.      Cursive font creates handwritten look to let us know that Santa personally endorses this product. 

 Table: 

Schemes	Repetition	Anadiplosis	"…used in Luckies, and Luckies'…"	Luckies appears 5 times on the advertisement despite there being only two sentences written. Clear brand recognition is necessary when it comes to purchases of cigarettes. When someone enters a commodity where products are essentially homogeneous - you need brand loyalty.
Visual	Color	Hue	Black, red, white	There are three primary colors present: black, red, and white. The background is a black and flat, notably lacking the traditional Christmas time background. Santa is dressed in his customary red outfit; the white provides an easy to read contrast for the text.
	Light	Low Contrast		The image has a soft value with low contrast – making Santa feel a bit friendly and relatable
	Focus	Focalizers	Cigarette box alignment	Cigarettes point inward to Santa smoking.
	Genre	Icons	Santa
Type	Style	All caps	LUCKY STRIKE	Brand recognition made easier by being the only texts in capital letters.
	Family	Mainly Sans Serif	Most of the ad	Easy to read quickly
		Script	Santa's endorsement	The larger, more prominent font is italic, slightly less legible (perhaps targeting its older audience), and made to look handwritten. The message is clear: Kris Kringle is personally endorsing Lucky Strikes