The Marlboro Man
He's a symbol of rugged individualism, masculinity, and the American West. In the history of advertising images, he stands alone at the top. How big is the Marlboro Man? Bigger than anybody ever dreamed up to promote a product. He was ranked number one on the top then list of icons of the 20th century, according to a special issue of Advertising Age magazine (Wilson 1). Though the choice of the Marlboro Man as the most significant icon of the century has enraged the anti-smoking brigade, the cowboy's role in establishing Marlboro as the world's top selling cigarette is without a doubt. This paper will explore the appeal of the top advertising icon of the century, as well as provide a glimpse into the history of its creation, sale and advertising statistics, and anti-smoking opposition. For decades, Philip Morris pitched its filtered cigarette to women, even coloring the tips rose to hide lipstick stains. The product failed, and marketing a filtered cigarette for men seemed impossible. Then advertising executive Leo Burnett took over. On a Saturday morning in December 1954, Burnett called his top creative people to his country farmhouse outside of Chicago to change the image from a ladies' cigarette to a man's. Ph
For many, the image of oneself or what others think becomes more important than anything, even health. Carrier is also convinced that the current lifestyle boom in the Rocky Mountains is fueled in large part by a "33-year blizzard of ads showing gorgeous, open country backstopped by snow-capped mountains" (2). The cowboy, so embedded in America's self-image, was the perfect, positive icon. The first was a US Navy Lieutenant; later, Burnett's own art director was used. Sitting around a blank flip chart, with only days before an ad deadline, Burnett asked his men, "What is the most masculine image in the US today?" The answer resulted in the creation of the cowboy Marlboro Man. Each had one thing in common: they were tough looking with a worldly, successful air about them. In response to a study showing that nearly 60 percent of underage smokers smoke Marlboro, Novelli feels that it is time to send the Marlboro Man out to pasture for good (Carrier 1). " He said ads were reflections of society. Several other tobacco companies tried using cowboy ads with no success. As for the health warnings, most teens think they are immortal (Wilson 2). Consequently, later in the campaign, the "Marlboro Man" became synonymous with the American cowboy - the personification of masculinity (Marlboro - You Get a Lot to Like 1). The question is what harm has this done? The anti-smoking brigade believes that it has caused much harm, and they argue that this symbol of rugged independence is just a hopeless addict. He never once offered a fact based argument in favor of tobacco. Among those who reported being familiar with the campaign, only ten percent reported liking the Marlboro Man ads "a lot," while twenty-nine percent disliked them. " Nine percent of young adults aged 18-29 reported liking the Marlboro Man ads "a lot," compared to eleven percent of 30-39 year olds, eighteen percent of 40-49 year-olds, and six percent among those 50 and older.
Common topics in this essay:
Philip Morris,
Pepsi AT&T,
Paul Horning,
Marshall McLuhan,
Hispanics Enrico,
Youth Smoking,
Advertising Age,
Sunset Strip,
Jim Carrier,
Possibly Whatever,
philip morris,
icon century,
advertising icon century,
success marlboro,
carrier 1,
advertising icon,
marlboro ads,
underage youth smoking,
youth smoking,
marlboro campaign,
underage youth,
cowboy ads,
baby boom teenagers,
top advertising icon,
reported liking marlboro,
|
Acceptance Essays
