Cigarette Marketing and Advertising: A Comparison between the 1930s and the 21st Century - Report Example

Section/# Cigarette Marketing and Advertising: A Comparison between the 1930s and the 21st Century It is without question that the societal attitude towards cigarette smoking has shifted significantly over the past several decades. For instance, when one considers the way in which marketing and advertising of cigarettes took place in the 1930s as compared to the way in which cigarettes are marketed within the current era, a key and stark differential can be seen. As a function of seeking to understand this differential and drawing a level of inference upon the way in which advertising and marketing has shifted with society and the realization that cigarette smoking is ultimately harmful, not only to the individual in question but also to those individuals who might be exposed to secondhand smoke, in order to continue selling the product and integrating with the consumer, a uniquely different approach has been affected. However, it is not only true that cigarette manufacturers and tobacco companies have promoted an alternate approach due to the negative publicity that they have experienced. Instead, much of the reason for why this alternate approach to cigarette marketing has been engaged has to do with legislative restrictions that have defined the way in which tobacco companies can continue to promote their products within society. As a means of understanding this to a more full and complete degree, the following analysis will be dedicated to presenting the manner through which marketing and advertising of cigarettes has shifted within the time period in question. During the 1930s, a significant shift in media representation was noted. Prior to this point in time, the only means of advertising was by posters in shop windows or paid space within a newspaper. However, with more and more magazines being consumed, and the radio having a profound impact upon the way in which society understood current events and created celebrities, cigarette companies began to delve into these resources as a means of promoting their products. Perhaps some of the most recognizable types of advertising that were engaged during the 1930s were with regards to the full page glossy advertisements that were included in a litany of different magazines during the era (Capella et al. 9). Figure one, figure 2, and figure 3 all present exemplifications of the way in which goal page glossy magazine advertisements were utilized by cigarette companies as a means of engaging with the consumer. Although it is true that the same medium is used in each of these representations, the target demographic is different in each. This is especially important due to the fact that it shows the range and extent to which the cigarette company was willing to extend their marketing outreach to ensure that they appealed to the maximum number of people possible. As can be noted, figure 1 specifically utilizes a desire to be seen as sophisticated and wealthy as a means of promoting a particular brand of cigarettes. Similarly, figure 2 appeals to the desire for an individual to find an “healthy” cigarette. Lastly, figure 3 illustrates an appeal to women and those that might be concerned about the effects of secondhand smoke upon newborn infants. Although figure 3 is especially morbid, the understanding that this author wishes the reader to come away with is one that is appreciative of the fact that the tobacco companies were willing to ignore all boundaries as a means of maximizing their profit and seeking to engage with the highest level of potential consumers (Teel et al. 46). Figure 1.0 Figure 2.0 Figure 3.0 Ultimately, these three distinct representations are utilized as a means of capturing the interests of its many stakeholders as possible. For those individuals that are concerned that help may be at stake with regards to cigarette smoking, a reassurance is given in figure 3 that denotes that even a newborn is safe around Philip Morris cigarettes. For those individuals that might be concerned that cigarette smoking diminish their sex appeal, namely women, the representation of a stunningly beautiful blondes fashion model, arrayed in the most luxurious of clothing and indicative of the highest level of beauty that society of that time esteems, was represented (Qi 217). Further, for those men that were concerned that cigarette smoking somehow made them less attractive and desirable to women, a lifeguard sex symbol is represented in a tight fitting swimming suit; denoting the fact that those that smoke cigarettes are even more appealing to women than those who do not (Lancaster and Lancaster 73). Although all of these messages are tacit and somewhat understated, the clear impact of this degree of marketing was clear. Ultimately, the cigarette company was attempting to engage with the maximum number of consumers by targeting their fears and allaying them by clever psychological strategies. Whereas these approaches have been largely disparaged within the current era, individuals within the 1930s, largely unaccustomed to mass-marketing and/or the psychological impacts that this could have, did not give these advertisements a second glance. Yet, as a result of medical advances and the general conclusion that cigarettes were not only extraordinarily harmful for the individual smoker, as well as those who are exposed to secondhand smoke, the advertising came to reflect some of these realities. For instance, legislation by the United States government demanded that the utilization of animals or cartoon characters as a means of cigarette marketing must in. As a result of this, the representation of and “cool” Joe Camel disappeared in favor of the simple emblem and name of the cigarette maker (as exhibited below in figure 4.0). Further, instead of utilizing advertisement as a means of convincing the individual that a particular cigarette brand, or filtration system, was safe, marketing tended more towards an exemplification of the type of individual that smoked. This can clearly be referenced below with respect to figure 5.0 and the manner in which a rough and tumble cowboy is represented as the quintessential smoker of Marlboro cigarettes. Figure 4.0 Figure 5.0 From the information that is thus far been engaged, it is clear and apparent that a key differential exists with respect to the way in which cigarette advertising and marketing takes place within the current era as compared to the way in which cigarette marketing and advertising took place within the 1930s. Ultimately, the rationale behind this is contingent upon several factors. The first of these has to do with the fact that individuals within the current era are more highly attuned to the psychological messages and undisclosed levels of meaning that a particular advertisement might engage. Issues of sexism, racism, and class are immediately noted by even the average consumer. Similarly, a secondary issue that can be seen to have had a profound impact with regards to the way in which cigarette advertising and marketing takes place is with respect to the legislative constraints that government has placed upon them. No longer be able to put forward cutesy advertisements that promote underage smoking, via the representation of a cartoon character such as Joe Camel, the cigarette companies have been forced to go with a more muted and/or Monday message. Lastly, the overall level of education that the society has with respect to the addictive and potentially harmful effects of cigarette smoking has created a situation in which tobacco companies are forced to represent their products in a more distinctive and less obnoxious manner. Without the ability to promote an understanding that the product itself is not harmful, or at least less harmful than the competition, the manner through which cigarette companies can advertise has further been constrained. As a result of all three of these constraints, it comes as little surprise that the manner through which cigarette marketing and advertising takes place within the 21st century is notably different from the way in which it has taken place previously. Works Cited Capella, Michael L., Charles R. Taylor, and Cynthia Webster. "The Effect Of Cigarette Advertising On Consumption." Journal Of Advertising 37.2 (2008): 7-18. Business Source Complete. Web. 26 Feb. 2014. Lancaster, Alyse R., and Kent M. Lancaster. "Teenage Exposure To Cigarette Advertising." Journal Of Advertising 32.3 (2003): 69-76. Business Source Complete. Web. 26 Feb. 2014. Qi, Shi. "The Impact Of Advertising Regulation On Industry: The Cigarette Advertising Ban Of 1971." RAND Journal Of Economics (Wiley-Blackwell) 44.2 (2013): 215-248. Business Source Complete. Web. 26 Feb. 2014. Teel, Sandra J., Jesse E. Teel, and William O. Bearden. "Lessons Learned Cigarette Advertising." Journal Of Marketing 43.1 (1979): 45-50. Business Source Complete. Web. 26 Feb. 2014. Read More