During the developmental stages of my essay structure, I made sure I was taking note of the online resources available on e-studio and also during the dissertation lectures. While researching and reaching the final stages of my planning, I refereed to information supplied during one of the lectures. Concluding that I was undertaking and pursuing the following…
The following screen shots demonstrate an investigation online...into different aspects of my structured questions, the rest of my information was sourced from the above research methods, noted also in my bibliography.
--------------
The marlboro case...
"The Marlboro Man is assuredly the most successful and most controversial manly brand icon on the list. Created in 1954 by advertiser Leo Burnett, the Marlboro Man was a lone, rugged cowboy who always had a Marlboro cigarette coolly dangling from his lips.
The story of why the Marlboro Man was created is pretty fascinating. Marlboro cigarettes were some of the first in the U.S. to feature filters. But back in the 50s, filtered cigarettes (and particularly Marlboros) were considered a chick’s cigarette. So to increase sales among men, the Marlboro Man was born. In a few short months after the Marlboro Man campaign started, the womanly aura around filtered cigarettes had successfully been replaced with a manlier one, and sales increased.
The first Marlboro Men were actors dressed up like cowboys, but ad man Burnett thought they lacked authenticity. So he began a search for a real cowboy who could play the Marlboro Man. They found their man in Wyoming rancher, Darrell Winfield. Winfield played the iconic brand spokesman from 1968 to 1989.
During his heyday, the Marlboro Man could be found everywhere–from the pages of popular men’s magazines to a giant billboard in Times Square. But during the late 80s and 90s, the Marlboro Man suffered a one-two punch that resulted in his quick decline. The first blow came from the deaths of three former actors who took part in the Marlboro Man ad campaigns. All three men died from lung cancer, a disease caused by smoking. Their deaths garnered a great deal of negative publicity for the Marlboro Man, the Marlboro brand, and the cigarette industry as a whole.
The second blow came from anti-tobacco litigation, which resulted in limits being placed on cigarette advertising in magazines and on radio, television, and billboards. Because of the negative press surrounding the Marlboro Man and tobacco in general, Philip Morris discontinued the campaign in 1999.
Despite being laid to rest with other brand icons, the Marlboro Man still lives on in pop culture and continues to influence the way masculinity is portrayed in America."
Pintrest: Imagery resource...
Possibly one of the best anti smoking adverts I've seen, displaying a very emotive and psychological approach (similar approach and form from tobacco adverts)
No comments:
Post a Comment