The Tobacco Industry, the Marlboro Man, and Lifestyle Advertisement.
ahongchoy
Citationdocument.docxAdrian Hong Choy Communication Behavior COMM 125-2017C
The Tobacco Industry, the Marlboro Man, and Lifestyle Advertisement.
1.
http://psycnet.apa.org/fulltext/2002-01321-014.html
Shadel, W. G., Niaura, R., & Abrams, D. B. (2002). Adolescents' reactions to the imagery displayed in smoking and antismoking advertisements. Psychology of Addictive Behaviors, 16(2), 173-176.
http://dx.doi.org/10.1037/0893-164X.16.2.173
This study compares the perceptions of images displayed in smoking and antismoking advertisements. Its findings suggest that one reason for the “effectiveness” of cigarette advertising, compared with antismoking advertising, is the “inherent positive appeal” of the images displayed.
2.
http://journals.sagepub.com/doi/pdf/10.1177/1097184X09352177
journals.sagepub.com. (2017). Enticing the New Lad: Masculinity as a Product of Consumption in Tobacco Industry—Developed Lifestyle MagazinesMen and Masculinities - Daniel K. Cortese, Pamela M. Ling, 2011. [online] Available at: http://journals.sagepub.com/doi/pdf/10.1177/1097184X09352177 [Accessed 25 Oct. 2017].
This article shows how the tobacco industry promoted and defined masculinity as a product of consumption. It builds upon existing masculinity literature by providing insight into how corporations study and interpret cultural constructions of masculinity, and then using masculinity as both a vehicle and a product of consumption.
3.
http://journals.sagepub.com/doi/abs/10.1177/1097184X12461917#articleCitationDownloadContainer
From the Physician to the Marlboro Man: Masculinity, Health, and Cigarette Advertising in America, 1946–1964
Cameron White, John L. Oliffe, Joan L. Bottorff
Men and Masculinities
Vol 15, Issue 5, pp. 526 - 547
First Published November 9, 2012
https://doi.org/10.1177/1097184X12461917
The article talks about the shift from facts and studies to more masculine imagery in tobacco advertising campaigns. It compares the two’s effectiveness using the example of the physician to the Marlboro Man cowboy. The similarities and differences in the masculine virtues of the physician and the cowboy are analyzed with regards to the relationship between men and health in mid-century America.
4.
http://www.sciencedirect.com/science/article/pii/S1054139X09001098
Cortese, D., Lewis, M., Ling, P. (2009). Tobacco Industry Lifestyle Magazines Targeted to Young Adults. Volume 45, Issue, Pages 268-280.
This article describes the tobacco industry's objectives in developing and publishing lifestyle magazines, linking them to tobacco marketing strategies, and how these magazines may encourage smoking. Its conclusions stated that lifestyle promotions lacking images of smoking might still promote tobacco use through brand imagery, and that the tobacco industry still uses “under-the-radar” strategies used in the development of lifestyle magazines in branded websites.
5.
Yager, S. (2013). Welcome to Marlboro Country: Philip Morris Stakes a Last Claim in the West. Boston, Massachusetts: The Atlantic
This article talks about the advertising strategies employed by Marlboro, in particular the Marlboro Man and Marlboro County. With regards to the Marlboro Man, the article speaks of the brand’s transition from a “premium ladies’ cigarette”, to a more masculine product. Also, we find out about how the Crazy Mountain Ranch was/ is used as an effective marketing scheme, and its appeal.
6.
https://www.theatlantic.com/business/archive/2015/02/the-real-marlboro-man/385447/
Shirk, A. (2015). The Real Marlboro Man. Boston, Massachusetts: The Atlantic
The article looks at the effectiveness of the introduction of the Marlboro Man in terms of advertising. Despite this strategy masculinizing the brand, we see that it actually also attributed to an increase in women customers as well. The article also compares this marketing scheme to that of Virginia Slims, another Philip Morris product, and how the Marlboro Man was much more effective, despite similar ploys.
7.
http://www.k-message.com/marlboro-man-story/
Wrzosiński, P. (2014). A Marlboro Man Story.
This article talks about the transition in targeted group to advertise to, made by Marlboro in the late 1950s. Originally aimed towards a feminine demographic, Marlboro decided to change their target market to men, bringing in iconic masculine imagery with the Marlboro Man cowboy. The article speaks of how the Marlboro Man was so effective.
8.
http://ajph.aphapublications.org/doi/abs/10.2105/AJPH.2012.300992
White, C., Oliffe, J., Bottorff, J. (2013). From Promotion to Cessation: Masculinity, Race, and Style in the Consumption of Cigarettes, 1962–1972. American Journal of Public Health.
In the United States, analysis of survey data provided by projects such as the National Health Interview Survey and the Youth Tobacco Survey has revealed the extent to which cigarette consumption patterns are influenced by gender and race. This study analyzes the inersectons between race and gender through a study of masculinity and style in Marlboro and Kool cigarette advertisements during the 1960s and 1970s.
9.
Sidebottom, E. (2016). The Man Who Could Go Either Way: The Many Faces of Cowboy Masculinity in 1950s American Film and Advertising. Ottawa, Ontario: Carleton University.
This thesis explores the cowboy as an iconic figure of white masculinity in the middle-class in 1950s America, focusing on film and advertising as a means of interpreting images of idealized manhood. It explores films including High Noon, Rio Bravo, and The Searchers, as well as print advertising from Levi’s and Marlboro, to juxtapose different projections of masculinity. It finds that, contrary to expectation, the cowboy was not just a singular image of stoicism and martial power, opposed to domesticity and consumerism. Instead, he was more of a language through which different values could be expressed. This creates an intriguingly contradictory image: the cowboy is domesticity and anti-domesticity, invincibility and anxiety, fashion and anti-fashion, and a relic of America’s past and the herald of its future all at once. In this regard he becomes a surrogate for diverse masculinities interacting on the backdrop of the early Cold War.
10.
World Health Organization, (2013). WHO Report on the Global Tobacco Epidemic 2013: Enforcing Bans on Tobacco Advertising, Promotion and Sponsorship. Geneva, Switzerland: WHO
The section of this book that I focused on talks about the groups of people that tobacco advertisers target. Looking at certain demographics and their characteristics through the WHO’s data helps to understand what the industry looks for in potential markets, and how they advertise in a way to attract them.
