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The Marketplace Today: The Marlboro Man - Essay Example

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An essay "The Marketplace Today: The Marlboro Man" reports that a cowboy taking a break after a hard work. Spaces are used very efficiently; the frontal space is used to depict the resting cowboy, while the background partly reveals the unforgiving setting of the image…
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The Marketplace Today: The Marlboro Man

Download file to see previous pages... The word ‘Marlboro’ is written in bold, red fonts but it is not shown in full and appears to be embedded in the image of the cowboy. The image reveals that the cigarette is an inseparable part of the cowboy, of power, of masculinity; in other words, the cigarette symbolizes all that is masculine. The ‘cowboy’ image is firmly attached to the concepts of maleness and power, and in this picture, the concepts of ‘cowboy’ and ‘Marlboro’ are tied to each other. The obvious message is, clearly, Marlboro’s brand. The subjective message is the viewer’s brand perception. The subjective message depends on the viewer, which also depends on how they view the habit of smoking. In contrast, the objective message could be the clear warning about the dangers of cigarettes to a person’s health. But the audience may think that it is only a compulsory disclaimer that is merely included in the ad for legal purposes. In American advertising, the concepts of contentment, pleasure, and freedom are firmly interwoven. For many years, for instance, the Marlboro cowboy in the picture has been living all over the rocky, harsh west looking for his happiness simply in the belief that he was affirming his self-determination and freedom in his unending fight with the harsh challenging environment. In this Marlboro ad, the cowboy’s stature is shown. His posture reveals a determined, persistent, unyielding faith. It is the stature of a freedom fighter. His bearing says that he will not stop defending his freedom as long as he lives. Unfortunately, his struggle is actually against the health risk of smoking—cancer. Yet, despite this serious risk, this Marlboro Man will not surrender his cigarette which symbolizes his resolve and freedom. Indeed, the image encourages the audience to know how a cowboy lives, to emulate their ways, to be daring, and to be free.  ...Download file to see next pagesRead More
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