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On its own a phallic shape would mean very little, even if characters in an ad were apparently pointing at them. It is only when a theme can be discerned across a number of adverts that it becomes possible to appreciate its meaning. The phallic shape, in this instance, with all the connotations associated with it, is intentional. What makes it of relevance in this instance is the posture of the female smoker and her relationship with the male model in the ad. Her left and the cigarette pack she is holding are undoubtedly intended to be perceived as a phallic substitute. Whether she is perceived as the person to Test, or be Tested, will depend upon the perspective of the viewer. Note also that the upright phallic shape is placed above the West logo. The brand name is placed over a series of coloured lines. This would not be accidental. If it is part of an overall marketing plan then this alignment is intended to convey some meaning, either on its own or in conjunction with other factors. In this case, if one smokes West (or more accurately by perceiving the meaning inherent in the positioning of the models) then one can expect see a physiological change occurring. The type of change is indicated by the phallic shape on the horses leg.
The sexual interpretation of this second Test It ad is very similar to that evident above. In this ad, published shortly after the ad discussed above, a woman in a red dress is clearly sitting in a suggestive pose. This is more overtly suggestive than the pose of her predecessor. However the message is pretty much the same.
The elderly gentleman on the right might not be in quite the same physical condition as the young model above but nevertheless he can expect to respond physiologically in the same manner to attractive young women, posing suggestively and smoking West cigarettes. But regrettably, all he will be able to do is massage himself as is indicated by the illustration on the right.
West cigarette advertising, once again maintains a long tradition of attempting to maintain an association with cigarette smoking and sexual behaviour. The cannot present their message as overtly as they would like so they have to resort to covert means of presenting their message. Viewers appreciate the contribution of the models and their meaning but this can be discounted. It is after all pretty obvious. However, what they do not appreciate are the supplementary, semi-subliminal, elements that also present the same type of message. If these are attended to uncritically and become part of the store of mental imagery that viewers relate to cigarettes it is not surprising that cigarettes are deemed sexy.
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