Target Audience of the Advertisement
In the 2010s, Marlboro launched a controversial advertising campaign titled “Don’t be a Maybe. Be Marlboro.” This campaign aimed to persuade consumers to choose Marlboro over other cigarette brands by appealing to their sense of individualism and decisiveness. The campaign used various methods of persuasion to capture the attention of its target audience, primarily young adults aged 18-34 years old.
Masculine or Feminine Image in Product Promotion
The campaign was designed to appeal to both men and women, but it significantly leaned toward the masculine side. The advertisements featured images of young, adventurous, and independent individuals participating in activities such as motorbike riding, trekking, and surfing (Tobacco Tactics, 2020). These images aimed to associate Marlboro with a rugged, adventurous, and masculine lifestyle, thereby reinforcing its long-standing Marlboro Man’s image.
Ethnic Group Targeting in Advertisements
While the campaign did not specifically target different ethnic groups, it did use a mix of models from diverse ethnic backgrounds, thereby aiming for a broad appeal.
Brand Image and Product Association
The campaign sought to associate the Marlboro brand with a sense of adventure, independence, and decisiveness, traits often admired across various cultures and ethnicities (Stanford University, n.d.).
Representation of People in Advertisements: Age Group Portrayal
In terms of age demographics, the campaign predominantly featured young adults, thereby targeting a more impressionable audience that might be more susceptible to the brand’s message of individualism and adventure.
Comparing Advertisements for Cigarettes vs. Smokeless Tobacco
Comparing this campaign to advertisements made for smokeless tobacco, it is rather evident that the latter often promotes a cleaner, more health-conscious image. They also typically appear in different settings, such as fitness or health magazines, rather than mainstream media outlets where cigarette ads like Marlboro’s are more likely to be found (Moran et al., 2020). The sources of persuasion also differ, with smokeless tobacco ads often emphasizing their lack of smoke and tar as a healthier alternative to traditional cigarettes. Conversely, Marlboro’s campaign focused more on the lifestyle associated with their brand rather than the product itself.
References
Moran, M. B., Soneji, S., Tan, A. S., & Choi, K. (2020). Associations between exposure and receptivity to branded cigarette advertising and subsequent brand preference among US young adults. Nicotine and Tobacco Research, 22(6), 1030-1035.
Stanford University. (n.d.). Collection: Marlboro Modern. Staford Research into the Impact of Tobacco Advertising. Web.
Tobacco Tactics. (2020). Be Marlboro: Targeting the world’s biggest brand at youth. Web.