Title: The Modern Marlboro Man
Intro/Thesis: Advertisers know that it is human nature for people to be concerned with their image. People are more likely to buy a product if it helps them attain the image they want and therefore ads are focused around that. The infamous “Marlboro Man” portrayed the image that smoking Marlboros make men seem tough, rustic, and attractive. That image was so powerful in the tobacco industry that it is still used today, although it has changed to target women. The new blu electronic cigarette ads portray the image that women who smoke them are stylish, sexy, and modern. Advertisers use colors, slogans/text, and specific images to achieve the specific image desired by the consumer. These strategies are what make the Marlboro and blu cigarette ads different and makes it clear that they are targeting two very different types of consumers.
I. Use of color is the most common and obvious way advertisers target their ads toward a specific audience, especially when targeting different genders.
A. In the Marlboro cigarette ad red is the predominant color
1. Red discreetly references the Marlboro red package, the consumer thinks of the package when they see red
2. Red is a manly, rustic, cowboy color that makes a man wearing it appear tough and handsome
3. Red stands out against the blurred, dull colored background
B. The light blue color in the ad appears on the woman, on the package, and even on some of the lettering
1. The blue dress that the beautiful woman is wearing is very elegant and sleek
2. The brand name is “blu” which makes the color blue come to mind
3. The tip of the cigarette lights up blue and is a small accent to the rest of the ad
4. The woman’s makeup is accented blue
5. The blue catches the consumer’s eye and leads him/her around the page
II. Slogans are used as a way to help the consumer subconsciously remember the product
A. “Come to where the flavor is, come to Marlboro country” is used in almost every old Marlboro ad, familiar to consumers
1. Placed at the very top of the ad in white letters that stand out
2. The smaller slogan “you got a lot to like” when describing the different Marlboro kinds is short and easily remembered
3. Very little text on the ad makes the few words that are featured stand out
B. The most prominent slogan is the “smoke in style” in large black lettering at the top of the page
1. This slogan creates an immediate link between style and blu cigarettes in the consumers mind
2. It is short and catchy
3. Underneath in blue, smaller lettering the slogan is finished by “with blu electronic cigarettes” stating that these cigarettes are stylish
4. The text directly below the slogan describes blu cigarettes as an accessory. The words “fashion” and “accessory” are used and the small paragraph is concluded with another slogan “step out in style with blu”.
5. The paragraph also describes how blu cigarettes are a smarter alternative to regular cigarettes because advertisers know that not all women are convinced by simply an image. This also appeals to women who are considering quitting altogether but haven’t made the decision yet.
C. The text throughout the ad plays a large role in marketing the new blu cigarettes.
1. Facebook is one of the main tools used for communication today. Most young adult females are on Facebook and frequently visit the website. By putting a link to Facebook where there is a contest to win a free starter kit, blu is showing that they are modern and connecting with their consumer on a more personal level.
2. Blu cigarettes are also marketed by the inclusion of their website, which retailers they can be found at, and the title of “world’s first smart pack” that can be found online.
3. The text that is least noticeable and almost seems like it is not part of the ad is the 18+ only and the warning label. It is placed at the bottom so that the consumer’s eyes fall on it last or not at all.
III. Images are remembered by consumers better than text
A. The cowboy is sitting in the foreground of the picture in the middle
1. The cowboy is sitting around a fire that he made out in the country (“Marlboro country”)
2. The scene is simple and gives the impression that the cowboy is independent, tough, and does not need anything else, no other products, just a cigarette
3. Men see the ad and associate Marlboros with masculinity over any other brand and therefore do not want to smoke any other brand because they don’t want to seem less manly
B. The attractive woman and the package of blu cigarettes are the largest parts of the ad and the only images
1. The woman’s body is draped elegantly over the chair and she is holding an electronic cigarette in her hand. This links the image of elegance to blu cigarettes in the consumer’s mind.
2. The background is completely bare, bringing attention to the images and giving them a 3D effect on the page
3. Women who see the ad want to appear beautiful, sleek, and trendy like the woman featured
Conclusion Sentence: The tobacco industry’s advertisers are some of the best when it comes to creating ads that specifically target their consumers. The industry’s main focus is to lead consumers away from the issue of health and focus them on image instead. The Marlboro ad created the image of what a man who smokes Marlboros looks like and even what personality attributes he would possess all through the use of color, text, and images. The blu electronic cigarette ad used similar techniques to create the image of an elegant, smart, fashion-forward woman that would only smoke these new cigarettes.
http://www.adclassix.com/a3/70marlboro.htm
