Smoking is an enjoyable pass time. Winston is a good way to steal away unnoticed from the hustle and bustle. It's something to do when there's nothing to do. But don't get caught slacking with a Winston, See Video it's twice as bad cause everybody would love to lay around and enjoy Winston for themselves. Wilma certainly does later that evening, even the ladies can use a timeout after a hard days work.
The intention is not to unearth any underlying cryptic message. We understand that we need to smoke Winston. Cartoons are made to make us laugh. Advertisers are hired to suggest a product. Combined, we find the targeted audience, the kids.
One step closer to Media Literacy is understanding that every scene in advertising is intentional. These messages must be viewed consciously because media culture shapes our values and deepens our sentiments for its purpose.
Interviewing a Wichita gentleman in his 50's was at an impressionable age when this commercial aired. He remembered it keenly, and while he has never smoked a cigarette in his life, a lasting impression was still made.
Cheryl Perry, a University of Minnesota expert on youth smoking, showed the ad and others to demonstrate how "a young person would begin to see smoking, or Winstons, as a part of normal life."