Seminar paper from the year 2005 in the subject English Language and Literature Studies - Linguistics, grade: 2-, Otto-von-Guericke-University Magdeburg (Institut für fremdsprachliche Philologien), language: English, abstract: In this essay I want to compare different cigarette ads from Marlboro, Lucky Strike and West in detail and in general. Moreover, I want to analyse the different target groups and characteristics of the different brands smokers. It is conspicuous that many cigarette brands do not advertise for a particular kind of tobacco and its taste or quality, but for a certain image, lifestyle or attitude. This makes clear that many cigarette brands advertise more for an image than the actual product and brings up the question why cigarette brands concentrate on promoting and emphasizing the brand image. Since the different brands address and appeal to different types of persons or smokers, I am going to find out, what makes a person choose a certain cigarette brand.