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Transcript of Marlboro Man
It creates the allusion that despite being independent, they are all connected through their adventurous lives. Part 2a: Genesis - Before this campaign, Marlboro was selling less than 1% of the market. - As previously discussed, the brand had to undergo a "sex-change". From a feminine cigarrette, to a cigarrette mostly for men. - R.J. Reynolds did a marketing focus group to figure out what adolescents wanted from their cigarettes. - He learned that smokers wanted to belong, and be free from restraints. Part 2b: Cultural Context - In February of 1953, George Jorgenson went to Denmark a man, and returned as a woman named Christine. - He was the first widely known person to undergo a sex change, and it shocked America. - Cowboy movies were popular around this time. - Scientific studies began to show a link between lung cancer, and cigarette smoking. It was then that smoking began to be seen as rebellious. - Rebellious = masculine. - (pictured) "Shane" 1953 Oscar winning Western film. - Independence was appealing to adolescent smokers. Part 2c: Techniques Used - It used the archetypal method - The Marlboro man was a rebel and explorer. It became the brand personality. - Made young men feel like they were part of this community. - Marlboro was a "sissy smoke" and a "tea room smoke". - This is the first Marlboro advertisement to actually show a real-life cowboy. - After this ad, every single cowboy in Marlboro ads were real, and not paid actors. - The cowboy's name is "Carl Bradley". - Very first cowboy to appear in an ad. - Actor's name was William Thourlby. - This is the last ad the Marlboro cowboys appeared in because of strict tobacco advertising laws. - Note the sombre atmosphere, like a funeral. - There were "no Ralph Lauren jeans, no 401k plans, no wine spritzers – just independence” - Elmo Roper & Associates and the Color Research institute discovered that red, white, and black packages were ideal. - Symbols of the campaign were successful. Tattoos were successfully used to show a sense of "otherness". Part 2e: Those Involved - Leo Burnett (1891-1971) - Advertising executive - He created the Marlboro Man - He was inspired to create the Marlboro man after he saw the cover of the 1949 LIFE magazine. - He also created: 1. Tony The Tiger 2. Pillsbury Dough Boy 3. The Green Giant - He started his own firms called the Leo-Burnett Company. Draper Daniels - The Copywriter - Creative head at Burnett's advertising agency in the 50's. - Draper had a philosophy that advertisements should talk to one person at a time - He was a heavy drinker and smoker. - His character lives on to this day as Don Draper from Mad Men. Part 2f: Ethics, Controversy, and Reaction - Three men who were in the original Marlboro ads died of lung cancer. - By reflecting freedom, Marlboro were targeting young adolescents who wanted to be free. - This was around the time that lung cancer was being linked to cigarettes. Marlboro were purposely trying to attract a younger market, because the older ones were likely to die soon. - The reaction to this campaign was incredibly positive. “Suffice it to say that this brand went from selling less than one quarter of one percent of the American market in the early 1950’s to being the most popular in the entire world in just twenty years. Every fourth cigarette smoked is a Marlboro. Leo Burnett’s brilliant campaign made Marlboro the most valuable brand in the world.” (20 Ads That Shook the World, pg. 126) - To this day, Marlboro's parent company, Philip Morris, gets countless e-mails asking for the location of Marlboro Country. Part 2d: The Effect on Society and the Industry - this is one of the first examples of borrowed and archetypal imagery in modern advertising. - He was one of the earliest and most influential models of brand recognition. - Young males would actually get the tattoo on their hand. - These ads changed Marlboro from a tiny woman cigarette, to the most smoked brand in the USA, even to this day. Part 3: Hall of Fame? YES.