english homework

Marlboro Cigarette Advertisement

Almost everyone remembers the cigarette ads of the nineties, in which, most often a lanky, virile cowboy was shown smoking a cigarette. These infamous Marlboro cigarette ads depicted smoking as something attractive and almost glorious. The ads would feature an attractive cowboy in a western setting, often performing tasks of a masculine nature. The ads depict smoking as a desirable attribute. This particular ad illustrates three men, cowboys, walking in a setting similar to that of a ranch. All three cowboys are wearing cowboy hats and appear to be doing manual labor outdoors. Because of the well rounded appeal of the ad, adults, male and female, and even the younger generation are attracted by the presentation of the advertisement. This particular ad presents three handsome cowboys, walking side by side, giving the impression that they are at work. The three men capture the audience on a basic, intrinsic level, appealing to men, women, and children. Science has proven that beauty appeals to human nature, and we as humans are drawn to the men in the advertisement. The creators immediately master one of the most important aspects of advertising in this ad by catching the audience’s interest upon impact. Most men want to look desirable, and the ad implicates that smoking a cigarette makes a man look pleasing and masculine, kind of aloof yet vibrant at the same time. There are three men in the ad, and when viewing the ad, the audience gets a sense of camaraderie from the picture. The man in the center is smiling while his head is turned to one of the other men, as if they are laughing at a joke or recalling an anecdote. The fact that the men are smiling gives the impression that smoking cigarettes brings happiness to the smoker. This picture aims to convince the audience, especially the male portion, that smoking Marlboro cigarettes makes a man attractive. The ad attempts to convince the audience, partly male, that smoking this particular brand of cigarettes will help the smoker make friends and help him or her make friends. A vital aspect of cigarette ads is the warning issued from the surgeon general on the package and featured in the commercials. The surgeon general’s warning was not always required, but soon laws were created, requiring cigarette advertisements to warn consumers of the dangers of smoking. In this particular picture, the warning is in a small white box on the bottom left hand side of the ad, in black lettering. Although it is common knowledge that cigarettes cause immense damage to the human body, the ad does not demonstrate the ill effects of smoking. The ad fails to show how unhealthy cigarettes can be to the human body, because showing the harm in using cigarettes would in effect negate the purpose of the advertisement. It’s difficult to blame the large advertisement firms that create ads similar to this one because their main mission is to attract customers and convince them to buy the product they are selling, not to repel customers. There are some constraints to the advertisement, such as people who are non-smokers, or people who are for making smoking illegal. People who have had a family member die due to the side effects of smoking are also more likely not to purchase cigarettes for themselves. Established, however, is a middle ground, such as with people who know that smoking is bad for one’s health but believe that smoking is a conscious choice made by smokers. The advertisement establishes a connection with smokers as well. The common ground is obvious in which smokers smoke, just like the cowboys in the picture. Some smokers may smoke as a stress reliever. Smoking may also be a way for smokers to relax. The ad is a prime example of advertising at its finest. In this advertisement, Marlboro has made something that has the potential to cause death, look appealing. As far as identification goes, I stand on middle ground concerning this advertisement. I am not a smoker, so I don’t identify with the smoking part of this advertisement. I believe that smoking can be hazardous for one’s health, so the ad does not entice me into smoking. On the other hand, I can identify with the advertisement’s audience. As mentioned earlier, I am attracted to the ad on impact because the cowboys in the ad are definitely attractive, so if I were flipping through a magazine, and I happened to see this ad, I would give it a second glance. The knowledge I have of the ill effects of smoking is what would prevent the ad of convincing me to buy Marlboro cigarettes. There is also an incredible amount of exigence concerning this advertisement. The exigence and juxtaposition combine to contradict this advertisement. Just as we’ve seen the cigarette ads, we have also seen the anti-smoking commercials on television, such as “The Truth,” that criticize the executives of cigarette companies. There are many medical professionals who choose not to smoke because they personally know the damage cigarettes can do to the human body, but there is also a wide range of medical professionals that do smoke despite their knowledge of smoking and its ill effects. Many athletes choose not to smoke because their body has to be in peak condition in order to perform at its finest, and smoking can hinder the condition of their health. People familiar with the mechanical larynx, when a person loses their voice due to excessive smoking and has to speak with the aid of a digital device, are probably deterred from smoking. The experiences and opinions people have may convince them to smoke or not smoke, and many of these opinions are formed with the aid of the media. The Marlboro cigarette advertisement, no longer in print, was widely infamous for featuring dreamy cowboys in Stetsons in the country, smoking a cigarette. While the advertisement appeals to many people, some who choose to smoke, not everyone will choose to smoke due to the ad, and some people who will not smoke due to personal beliefs. However, the message implied by the Marlboro advertisement can be effective to viewers.