The Marketplace Today: The Marlboro Man - Essay Example

The Marketplace Today: The Marlboro ManMarlboro is undoubtedly one of the most successful cigarettes in the marketplace today. The above picture is an old ad of Marlboro. It shows the Marlboro Man, the iconic tobacco figure. The ambience in the image is relaxed and peaceful. It depicts the tranquility of nature. The design is plain, simple, and straightforward. There are very few colors used, and the illustration leans to a clear reality—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.

The word ‘Marlboro’ is written in bold, red fonts but it is not shown in full and appears to be embedded to 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 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. Furthermore, it invites the audience to embrace the Marlboro life and idolize the Marlboro man. To popularize the story of the Marlboro man, the ad is placed in a huge photo of a full-grown male.

Studies revealed that numerous individuals during that time believed that filter cigarettes were made for women. Interviews with smokers showed that those who were familiar with the earlier Marlboro considered it as an expensive cigarette for men and women. Then as well, women usually have a tendency to purchase what they think is a cigarette for men. Marlboro had to attract both men and women (Watkins 217). The ads then had to show strength without impropriety or offensiveness, class without conceit.

Macho images, like the image above, were picked to turn around the feminine, arrogant photos and transform the Marlboro man into a masculine filter cigarette. The design for the Marlboro man began with an image of a cowboy—the top masculine sign of the American culture. The ad above was very crucial in creating a new brand image for Marlboro that it was placed in a full advertising page. Marlboro man represents individualism and machismo, specifically living independently. He also shows control and simplicity with his rope resting lazily and resignedly on his right leg.

The design, per se, was intended to match the prevailing image. There was a purposeful attempt to match the image with the text by making the text as simple and manly as the image. The text was quite straightforward, just like the image. There were no useless words included. Even the small picture of a Marlboro packet was exquisitely straightforward. The design, image, and text worked together to narrate to the audience the story of the Marlboro man. Work CitedWatkins, Julian. The 100 Greatest Advertisements 1852-1958: Who Wrote Them and What They Did.

New York: Courier Dover Publications, 2012. Print.