Marlboro Advertisements Essay

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Ads alive with time Marlboro is one of the most famous brands of cigarette. It can be said that in the nineteen decades, Marlboro ranked the top brand of cigarette and reached the top of its success with impressive revenue and deep penetration into the hearts of people. This success was thanks to strategic creative advertising campaigns of Leo Bunnett, who brought the brand to the new era of development. This essay will analyse and clarify the creativity of two of the most successful advertising campaigns of Marlboro: The “Marlboro Man” and “Marlboro Country”, based on the theory of creativity of Sternberg’s (1999): Creativity is expressed when people have fresh ideas to cope with difficulties. (How to be Creative 2011) Marlboro Print Ad 1955 (quizzing.in 2011) The “Marlboro Man” campaign was created by Leo Bunnett in 1954 and officially released in 1955. This campaign uses the image of cowboys in the context of natural grandeur. This advertising campaign includes TV commercials, print ads and billboards, which capture images of glasslands, turf battles and cowboys riding strong horses. \ Cowboy is a creative sellection of new image for the brand. In the beginning of 1950s, Marlboro decided to change its target market from women to young man, which is the most potential market for tobacco industry (Cooperman, Shechter 2008). This is the important moment that marks the change and needs to leave deep impression in customer’s mind about new image. In 1954, a journal published the result of a medical test that shows how tobacco smoking is harmful for health and it is the direct cause of lung cancer (JSTOR 2000). This is definitely a touch time for cigarette market. Most of the brands turned into filter cigarette, which was claimed less harmful to consumer’s health. Tobacco ads at that time usually focus on analyzing the chemical features of the new components

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