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This paper discusses how the role of advertising once was to communicate to people the fact that products existed and that they were endowed with certain characteristics and how now advertising builds brands up and tries to build us up as well. The paper uses as an example Marlboro cigarettes and looks at how although they underwent a process of technological development regarding filters, the quantity of nicotine they include, their chemical composition, etc., these changes were insignificant compared to the changes that the brand underwent in terms of image and identity.
From the Paper:"What the Marlboro company did is come up with a new advertising campaign, the "Tattooed man" one. Since it had to change the image that the company had created for itself, it used right the opposite figures: strong men who took life into their own hands. Out of all the suggested figures, the cowboy seemed to be the most successful one.
The period was characterised by a cultural trend which highly appreciated the cowboy figure and therefore it can be stated that the campaign had a very favourable launching context. In addition, it seems that the symbol of the cowboy found a strong emotional response from smokers everywhere around the world. "
Sample of Sources Used:
- Gobe, Marc. Emotional branding, the new paradigm for connecting brands to people. Allworth press. 2001
- Kluger, Richard. Ashes to Ashes: America's Hundred-Year Cigarette War, the Public Health, and the Unabashed Triumph of Philip Morris. New York: Alfred A. Knopf, 1996.
- Pricken, Mario. Creative advertising. Thames & Hudson. 2008.
- Ogilvy, David. Ogilvy on advertising. Vintage, 1985
- Wheeler, Alina. Designing brand identity: a complete guide to creating, building and maintaining strong brands. Wiley. 2006
Cite this Term Paper:
Marlboro Image-Making (2011, October 27) Retrieved July 14, 2020, from https://www.academon.com/term-paper/marlboro-image-making-148578/
"Marlboro Image-Making" 27 October 2011. Web. 14 July. 2020. <https://www.academon.com/term-paper/marlboro-image-making-148578/>