Pathos of the 1960s Cigarette Commercial

The theme of the 1960s was happiness. Whether through the movements, drug use, new hippie mindset etc. the focus was to be happy, no matter what it entailed to achieve this. The pathos is the 1960s commercial is targeting this theme and manipulating this shared societal longing to persuade people to smoke, particularly Newport Cigarettes. In the beginning of the commercial the man was sitting in a chair in a dark room watching television. He looks restless and bored, which was very relatable to people at the time. Many wanted change in any form, so the pathos used by Newport honed in on this by setting up a somber scene and having the actor look restless. All the sudden a commercial for cigarettes comes on and people are dancing on the beach. This causes the man to sit up and become happy. As stated before the theme of the 1960s was searching for happiness, so the commercial manipulating the emotional vulnerability of viewers. They wanted people to feel like if they smoked they would feel the same happiness the man felt in the commercial. The dark room all the sudden turing brighter halfway was a subtle effect that added to happy feel in the latter part of the commercial. At the time women were still seen as sex symbols, which Newport knew, and as a result used the "perfect" woman at the time in the commercial to grab emotional attention as well. Overall. the commercial was one huge appeal to emotions, espesically  happiness. Newport relied heavily on pathos to promote their products.