1. Determine the scenario: What happens in this frame?
the scenario is mature woman in a family setting in her home with her child and her tobacco cigarettes in arms reach.
2. What is the setting? What are the conditions?
cuddling child to express gentleness and caring, candle is lit to identify a warm environment. the house setting with the cigarettes near to show an acceptable and sensible environment for tobacco consumption.
cuddling child to express gentleness and caring, candle is lit to identify a warm environment. the house setting with the cigarettes near to show an acceptable and sensible environment for tobacco consumption.
3. Who are the people or groups?
woman and people that don’t like the traditional heavy tobacco taste and feel.
woman and people that don’t like the traditional heavy tobacco taste and feel.
4. What is their point of view around this specific experience?
the point of view is to lighten the perception of tobacco use more reasonable and topical, and to position their brand as an easier and more responsible option for consumers.
the point of view is to lighten the perception of tobacco use more reasonable and topical, and to position their brand as an easier and more responsible option for consumers.
5. What are their goals?
to reach people who has a fear of smoking to the preconceived notion or experiences that infer tobacco use to be overwhelming to the sensitive.
to reach people who has a fear of smoking to the preconceived notion or experiences that infer tobacco use to be overwhelming to the sensitive.
6. What are their assumptions? What are their perceptions?
the assumption is that other brands aren't considering customers who don't want to have a traditional tobacco experience.
the assumption is that other brands aren't considering customers who don't want to have a traditional tobacco experience.
They perceive people will associate a mother cuddling a child as a warm and socially acceptable setting to give the customer the a sense that the brand is considered a more sensible and lighter version of tobacco use.
7. Are there conflicts? Is there cooperation?
Yes. the conflict is using a picture of a mature woman and a baby will cause many consumers to reflect on the heath conflicts from tobacco use, and paints a more unrealistic and non ideal picture of a traditional family, which causes the consumer to focus on the condition of the people in the picture instead of the benefit of the tobacco brand.
Yes. the conflict is using a picture of a mature woman and a baby will cause many consumers to reflect on the heath conflicts from tobacco use, and paints a more unrealistic and non ideal picture of a traditional family, which causes the consumer to focus on the condition of the people in the picture instead of the benefit of the tobacco brand.
8. What are the outcomes?
The outcome is that many brands sell a few different types of light brands to accommodate consumers who are sensitive to the traditional tobacco use and taste.
The outcome is that many brands sell a few different types of light brands to accommodate consumers who are sensitive to the traditional tobacco use and taste.
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