Back to School Offer

Get 20% of Your First Order amount back in Reward Credits!

Get 20% of Your First Orderback in Rewards

All papers examples
Get a Free E-Book! ($50 Value)
HIRE A WRITER!
Paper Types
Disciplines
Get a Free E-Book! ($50 Value)

Marlboro Advertising Campaign, Essay Example

Pages: 2

Words: 541

Essay

The Marlboro’s print ads(Stanford School of Medicine) and the video commercials(YouTube) from the 1950s and 1960s portrayed Marlboro cigarettes as a symbol of masculinity. The print and videos ads showed rugged and masculine cowboys who didn’t only stand out from others because of their lifestyle but also because they smoked Marlboro cigarettes only. The ads tried to convince the readers that Marlboro cigarettes make them look manly. The print and video ads showed cowboys with Marlboro either in their hands or in the mouth. The ads tried to emotionally appeal to the readers and stayed away from rational facts. They focused on psychological and social benefits instead of real benefits.

One could tell the ads primarily targeted men because it only employed male actors and emphasized their manliness. In addition, the ads and videos often focused on activities that have primarily been men’s domain. The makers of Marlboro exploited masculine stereotypes power, mature looks, tough built, adventurous activities, and group bonding because they wanted their product to become an integral part of men’s lifestyle. The ads would depict men who stood out from the crowd or who portrayed a dominant aura. Even though the cowboys came to define the Marlboro brand better than any other character, the ads also portrayed other characters such asbusiness professionals and artists to imply the universal appeal of Marlboro to men.

The ads primarily focused on the characters’ faceswith the exception of cowboy-themed ads in which the characters would be shown in action. The makers of Marlboro wanted to convince the readers that the major common thing among men of adventures and men of achievements was their love for Marlboro. The ads always ensured that the characters oozed glamour or charisma. It is as if the ads would invite the readers to join the ranks of glamorous individuals. Since the ads primarily focused on the characters instead of the scenery or the environment, they did an effective job of communicating the intended message to the readers i.e. Marlboro makes them cool!

The ads primarily focused on psychological needs. People want to look cool and often imitate what they see in the media. In addition, people also want to be perceived as successful and unique. They desire to stand out from the group and appear more attractive to the opposite sex. Marlboro ads understood these needs which is why they often emphasized the glamour of the characters and how they stood out from the group. The ads also portrayed people whose appearance seemed to imply they were successful and had earned the right to enjoy Marlboros. The ads also exploited the stereotypes associated with masculinity so that the Marlboro brand takes on a manly perception.

Marlboro’s advertising campaign in the 50s and the 60s demonstrated the importance and benefits of unique brand positioning. The advertisers tried to understand what made men, men and what psychological benefits may increase the appeal of the product. They kept reinforcing the perceptions that Marlboros were a symbol of masculinity by ensuring that all print commercials and video ads sent a consistent message. They even invented the ‘Marlboro Man’ character to establish the brand’s credibility with the male consumers.

References

Stanford School of Medicine. Marlboro Men. 24 September 2012 <http://tobacco.stanford.edu/tobacco_main/images.php?token2=fm_st085.php>.

YouTube. Marlboro Cigarettes Commercial (1966). 24 September 2012 <http://www.youtube.com/watch?v=yQmpqvoEpws>.

Time is precious

Time is precious

don’t waste it!

Get instant essay
writing help!
Get instant essay writing help!
Plagiarism-free guarantee

Plagiarism-free
guarantee

Privacy guarantee

Privacy
guarantee

Secure checkout

Secure
checkout

Money back guarantee

Money back
guarantee

Related Essay Samples & Examples

Multinational vs Multicultural, Essay Example

The main difference between a multinational and a multicultural organization is that a multinational operates in several countries while a multicultural has individuals from diverse [...]

Pages: 1

Words: 378

Essay

Prevent terrorist strikes on American soil, Essay Example

Goal, Objectives, and Strategies The Department’s goal is to protect the homeland by thwarting terrorist threats and implementing emergency plans. These are the Department’s top [...]

Pages: 1

Words: 412

Essay

Science and Technology and Nation-Building, Essay Example

Science plays a pivotal role in technology. The combination of science and technology (S&T) results in the development of new knowledge used to improve human [...]

Pages: 3

Words: 768

Essay

Plato’s Portrayal of Socrates and the Historical Socrates, Essay Example

Socrates, the Athenian philosopher, changed how philosophers thought about the world. However, modern audiences believe that Socrates did not write any of his ideas down [...]

Pages: 5

Words: 1285

Essay

Ambiguity, Essay Example

The New Task I am Proposing My proposal is a promotion at work. I am a Business Development Associate at Universal New York, NY. My [...]

Pages: 1

Words: 278

Essay

Narratives That Shape Our World, Essay Example

The context and the values in the text Othello by William Shakespeare have shaped me in perspective through the main character Othello. I perceive life [...]

Pages: 6

Words: 1574

Essay

Multinational vs Multicultural, Essay Example

The main difference between a multinational and a multicultural organization is that a multinational operates in several countries while a multicultural has individuals from diverse [...]

Pages: 1

Words: 378

Essay

Prevent terrorist strikes on American soil, Essay Example

Goal, Objectives, and Strategies The Department’s goal is to protect the homeland by thwarting terrorist threats and implementing emergency plans. These are the Department’s top [...]

Pages: 1

Words: 412

Essay

Science and Technology and Nation-Building, Essay Example

Science plays a pivotal role in technology. The combination of science and technology (S&T) results in the development of new knowledge used to improve human [...]

Pages: 3

Words: 768

Essay

Plato’s Portrayal of Socrates and the Historical Socrates, Essay Example

Socrates, the Athenian philosopher, changed how philosophers thought about the world. However, modern audiences believe that Socrates did not write any of his ideas down [...]

Pages: 5

Words: 1285

Essay

Ambiguity, Essay Example

The New Task I am Proposing My proposal is a promotion at work. I am a Business Development Associate at Universal New York, NY. My [...]

Pages: 1

Words: 278

Essay

Narratives That Shape Our World, Essay Example

The context and the values in the text Othello by William Shakespeare have shaped me in perspective through the main character Othello. I perceive life [...]

Pages: 6

Words: 1574

Essay

Get a Free E-Book ($50 in value)

Get a Free E-Book

How To Write The Best Essay Ever!

How To Write The Best Essay Ever!