Özet:

Cigarette appears to be the most common tobacco product. Being easily accessible and the price policies can be stated as the main reasons for the cigarette to be that common. Besides, the cigarette finds its place at the cinema through product placement and sponsorships, and at the printed and visual media through advertisements. At this point, the representation of the cigarette among advertisements has great importance. Nationally and internationally, several measures have been taken to diminish cigarette use. One of them is the regulations about cigarette advertisements. The main focus of this study is to examine the advertisement texts to understand how the cigarettes produced using Turkish tobacco were served to the customers during the era in which the advertisements for cigarette were still legal between 1910- 1945. For that purpose; it analyzes the advertisement texts for Fatima, Abdulla, Murad, Helmar and Omar brands which were all produced with the Turkish Tobacco and acquired considerable sales figures in America. Methodologically, it utilizes content analysis technique with a hermeneutic perspective. As the results of the study, it is concluded that; first, tobacco characteristics are implied and satisfaction based on the cigarette use is transferred among the advertisement texts. Second, the message which considers the cigarette use as harmless is illustrated to the target audience through social status of the smokers. Finally, the cigarette use is advertised as a part of the image construction process for ‘masculinity and ‘femininity’.    

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