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Smoking Shakespeare
Sample Activity for Shakespeare’s Cigars
Activity 3.1 / Shakespeare Learning Commons
Introduction
1.
www.canadianshakespeares.ca
Shakespeare’s
London
circa. 1600
This sheet provides discussion questions for a print advertisement from Shakespeare’s Cigar Corporation. This is an excellent
example of how William Shakespeare is used in tobacco advertising, and might be a good example to discuss with the class
before they begin their own group discussions. The questions suggested here lead students to a critical reading of
advertising that considers how text and images work together to create meaning.
3. Discussion Questions
2.
1)
Full size on
page three.
Carefully examine the text displayed in the advertisement:
a) What is the name of the product being sold? Shakespeare’s Vintage Cigars.
b) What slogan is being used to sell the product? “Experience Smoking Perfection,” and
“Shakespeare’s Vintage--Blended with Mild Aged Perfection.”
c) What other written information if provided on the ad? “Everything that grows hold in perfection but a
little moment.” [This is an excerpt from Shakespeare’s Sonnet 15. You may wish to read this
sonnet with your class and ask if they can derive any connection between Shakespeare’s
poem and tobacco. N.B. Although written about a young man in the prime of youth, tobacco
must be harvested at just the right time in order to achieve the perfect leaf for cigar or
cigarette production]. You may also want to discuss the information at the bottom of the
advertisement, which points the reader to exactly where and how this product can be
purchased.
d) Does any of this text point to Shakespeare or the theatre? How? Provide examples. -The name of the
company (the name “Shakespeare” is featured seven times!).
-The excerpt from Shakespeare’s sonnet (as discussed above).
-The word “experience” might make one think of experiencing a theatrical production.
e) What are the words in the ad trying to tell you about smoking?
-Smoking is presented as something sophisticated and enjoyable, something that provides
sensual pleasure and which must be experienced.
The Thames
The Thames
Material intended for academic non-profit use. Reproductions for classroom use permitted. Copyright © 2007 Daniel Fischlin. Canadian Adaptations of Shakespeare Project.
www.canadianshakespeares.ca. University of Guelph. All Rights Reserved.
Smoking Shakespeare
Sample Activity for Shakespeare’s Cigars
Activity 3.1 / Shakespeare Learning Commons
www.canadianshakespeares.ca
2) Carefully examine the images displayed in the advertisement:
a) Can you see the product in the ad? If so, how is it displayed? The cigars are used to create a theatrical space. The two large
cigars seem to be framing a stage, while the remaining cigars make up the audience.
b) Are people featured in the ad? If so, are they smoking? Where are they positioned in the ad? What are they doing? N/A
c) What objects are featured in the ad? –Cigars.
d) Are there any images that point to the theatre, or to Shakespeare? Provide examples.
-The bust of William Shakespeare in the centre of the ad and on each cigar.
-The red surrounding Shakespeare’s portrait looks like theatre curtains.
-The set up of the cigars as audience members and as the outline of the stage.
-The quill attached to the company’s name.
3) Now think about how the text and the images work together:
a) Who is this ad directed towards? Please consider such things as age, gender, economic status, race, and interests.
-It is directed towards people who appreciate the finer things in life; people who are have enough leisure
time to “experience” the cigar; those who have computers (you can order online at
www.BuyShakespeares.com); individuals who are familiar with William Shakespeare; individuals who
appreciate the theatre.
b) How does the advertisement attempt to link smoking and Shakespeare? This advertisement suggests that quality
is the factor which links cigars to Shakespeare, as highlighted by the slogan, “Experience Smoking
Perfection.” Understood by many to be one of the best dramatists, the attachment of Shakespeare’s name
to any product suggests that it too must be of superior quality. It is interesting that instead of a cigar, the
company chooses to include a quill in their logo. This seems to further reinforce the equation of “perfect”
play writing with a “perfect” smoking experience. The presentation of smoking as an “experience” also
leads to an underlying relationship between smoking and Shakespearean theatre—both are an
“experience,” something that involves the senses. Both also represent something that is supposed to be
pleasurable. Shakespeare’s Vintage cigars are “Blended with Mild Aged Pleasure.”
Material intended for academic non-profit use. Reproductions for classroom use permitted. Copyright © 2007 Daniel Fischlin. Canadian Adaptations of Shakespeare Project.
www.canadianshakespeares.ca. University of Guelph. All Rights Reserved.
Material intended for academic non-profit use. Reproductions for classroom use permitted. Copyright © 2007 Daniel Fischlin. Canadian Adaptations of Shakespeare Project.
www.canadianshakespeares.ca. University of Guelph. All Rights Reserved.