Fig. 7.

This particular Virginia Slims ad received a prestigious Korean advertising award during 2001. The ad features the English tagline, “Quality Moments,” whereas the Korean copy implies: “The moment you remember as very special.” One interpretation of the ad is that the Korean model is daydreaming about a special and highly enjoyable moment (i.e., fishing in a relaxing setting with a spectacular sunset). An additional interpretation is that the moment of smoking Virginia Slims is relaxing and enjoyable like the experience of fishing. A Virginia Slims package is depicted with a gold ribbon (tear tape) free flowing, which is likely to draw the reader’s attention, and implies how the package is initially opened, and signifies excellence