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gender issues in the marketing of products
strategy of advertising
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Marlboro is currently one of biggest cigarette distributer in the world. Originally, Marlboro was targeted towards women with the slogan “Mild As May” Campaign until Philip Morris repositioned Marlboro at 1950, with the objective of attracting a wide target audience of American men to save their failing brand. The company began to advertise towards men because they wanted to increase customer while hoping to increase their profits. Therefore, in order to attract their targeted audience, Leo Burnett took the initiative to design the new brand image in which they use an American symbol, the cowboy. The Marlboro Man campaign was not successful merely because of the cigarettes that it advertised but instead, “Marlboro Man” represented the ways in which white males defined their status in American society. The “Marlboro Man” transformed from an advertising campaign to a representation of white American men.
From the Marlboro advertising campaign, which ran from 1954 to 1990, one of the most striking features of this advert is the image of a cowboy. The Marlboro man has become an iconic figure and is associated with a stereotypical rugged outdoor man. This was very effective in terms of generating sells because cowboys are famous for being rugged, cool and tough. Furthermore, most of their targeted customers were men who like to be independent and respected hence resonate well with the used brand image. However, the cowboy image also works well with the second predominant feature of the ad, the slogan "Come to where the flavor is. Come to Marlboro Country." is as if the cowboy is inviting the viewer where he can embrace nature and freedom while escaping stress of a hard life. Also the repetition and the parallel structure of ‘Come t...
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...control of the current lives but wants to experience the nostalgia. The “Marlboro Man” did not advertise a life, which could be achieved or reclaimed, but a life that was forever lost. Therefore, the “Marlboro Man” symbolizes white male who resolve to remain stubborn to the changes in society. The visual images, slogans, the gesture and attire of the cowboy symbols presented in “Marlboro Man” ads were designed for white American men who were losing much of their former power in society which discriminated other races migrating in their country. “Marlboro Man” was not merely trying to sell a cigarette to the targeted audience , but an image of an unrecoverable past, sexism, and racism. Furthermore, When the Marlboro Man was introduced; they were able to fulfill their purpose of increasing their sales as there were many more male customers including teenagers.
The second thing you notice in this ad is the spokesperson. It’s a nice looking, slim-shaped White lady. She’s dress in a gold short dress and also very pretty. She could attract attention from anybody of any sex or race, but I believe she is try to grab the attention of young white teenage men. I think they are trying to say that if you smoke these cigarettes you could get a woman like the spokesperson in this ad. Some people like things that represent beauty, and that she is, and she also represents the cigarettes. She’s carrying a carton of these Turkish Gold Camel Cigarettes and in a way it looks like she is trying to sell these cigarettes. They also have this glow of light around her and the box cigarettes next to her. Something else I notice is that the lady is dressed in like clothes from the 60’s or 70’s. Although these cigarettes have just hit the market, they try to use the mature look to make you feel like it’s something that’s been around for a while.
The commercial had a deeper meaning throughout to depict the audience, purpose, content, creator’s reasons, and the structure of the video. The audience was aimed for teenagers, smokers, and parents. The purpose was to show how smoking was bad a bad effect on a person’s life. Throughout the commercial were phrases to influence people on how terrible to smoke. The creator of the video obviously wanted to show teenagers how that smoking will pull you away from your life. The structure of the commercial was well organized to leave a lasting effect on the reasons why smoking is bad for a
Michael Messner and Jeffrey Montez de Oca explain that contemporary beer ads represent a desirable male lifestyle to reaffirm masculinity in a time when men are insecure. Their essay, “The Male Consumer as a Loser: Beer and Liquor Ads in Mega Sports Media Events,” goes on to list the reasons for their insecurities: historic and cultural shifts such as deindustrialization, declining real value of wages, feminists and sexual minorities. They support their main point by providing a window to the past as beer ads of the 1950s depicted a desirable lifestyle that was appropriate for post war style of living. By following the transitions of beer ads from the 1950s to now, we could follow the accepted lifestyles of the times during which the ad was made.
In 2011, Dr. Pepper 10 released a new ad campaign. Their new commercial’s primary purpose is to present a soda that is both healthy and still “manly.” In doing this, Dr. Pepper addressed a longstanding notion that Diet Dr. Pepper and Dr. Pepper Zero sodas are inherently unmanly. They attempted to reconcile this societal belief by creating a character that is extremely manly and still enjoys their 10 calorie drink. The average man is the target audience. They were hoping that they could target men that may want to drink more healthy beverages while still retaining their manliness. The character that Dr. Pepper creates to target this audience is a Paul Bunyan type. The actor has a long beard, is very rugged looking and shown being rowed down a river by a bear. The commercial is designed to bring back images of Grizzly Adams.
They swing on soft, inflatable balloons above the prickling cool water while playing an entertaining game, laughing and experiencing camaraderie all the while. By doing so, the advertiser hopes to invoke feelings of friendship, being in tune with nature, and being a member of this adventurous group. The lines implied in the image then bring the viewer’s eyes in a gentle zig-zag motion to the slogan and then finally to the packs of cigarettes. This sweeping motion replicates the swinging movement that the young men and women experience in the center of the composition, once again suggesting that the viewer should become one with this image. The slightly asymmetric spatial arrangement of objects draws one’s eyes to the lower portion even more strongly, which in turn forces the packs of cigarettes into view. The use of these compositional methods suggests a connection between this product and the people in the image. RJ Reynolds ultimately communicates that through the smoking of these cigarettes, the viewers will become a part of the lifestyle depicted in the
The 2012 Canadian Club Whisky ad uses gender roles attributes in order to persuade possible male consumers into consuming the product by appealing to their sense of masculinity. The goal is to reach men’s pride and lead them to believe that Canadian Club Whisky is capable of “helping” them achieve society’s ideal of a man through images and sentences that remind them of manhood.
Professors Carrie Packwood and Debra Merskin, authors of the essay “Having It His Way: The Construction of Masculinity in Fast-Food Advertising”, repudiate the stereotypical macho behaviors that are used in several commercials to build a reputation for men while women are used as objects. Media use this stereotype to sell nearly every product; being fast food, beer, and cars on top of the list. Furthermore, Packwood and Merskin claim that advertisement present men, compared to women, as superior individuals with total freedom who see women as prizes. The perfect macho type is a strong resource to sell beer; the Tui beer commercial “Temptations can be dangerous, stay focused” applied this stereotype, where men are on the spotlight and women
The advertisement's rich red coloring immediately strikes a viewer with exciting and salacious overtones. The red lettering, border, cigarette package, and swimsuit all emphasize social and physical pleasure. The other colors' absence only strengthens the red coloring's implications.
Laird, Pamela, “Consuming Smoke: Cigarettes in American Culture.” University of Colorado at Denver. Author of Advertising Progress: American Business and the Rise of Consumer Marketing. 1998
This is a review of the article The Marlboro Man: Cigarette Smoking and Masculinity in America, written by Michael E. Starr in 1984 for the Journal of Popular Culture. The article examines what factors were involved in diminishing the unmanly stigma associated with cigarette smoking in the twentieth century. The United States is the geographical focus. The time period ranges, but the bulk of the article deals with 1900 to 1970.
The Paco Rabanne Invictus fragrance for men advert, published in 2013, seems to portray how a modern male should appear: strong, muscular, and heavily tattooed while women are perceived as relationship-oriented, and eye-candies: a lightweight drapery hides their private parts whilst revealing their forms. Thus, it reinforces gender stereotypes. As Buying Into Sexy points out sex sells, and people tend to be heavily exposed to adds as well as “music videos that feature plenty of sexual innuendo”. That is why humongous corporations “(create) a certain environment of images that we grow up in and that we become used to (in order to) shape what we know and what we understand about the world”, states Justin Lewis in Mickey Mouse Monopoly. So, how is the ideology of masculinity represented throughout this ad? The warrior-esque man is physically desirable, and irresistible to women. Even though the audiences are aware of the existed hyperbole, they might focus on the experienced feelings of smelling good.
According to the course text, it is best to look at ads that are at odds with our contemporary opinions as this helps differences in assumptions to be more readily apparent (Croteau, Hoynes, &, Milan, 2012). Following this guideline an infamous ad campaign was that of the Marlboro Man (Tobacco.org, 2011). I can remember as a child seeing the Marlboro ads on the backs of magazines. To me the denotation was always very simple. I saw a cowboy, rigid, hardworking, and smoking a cigarette. In fact as a child the cigarette was always the thing I overlooked in the picture. I was mesmerized by the cowboy, the rough, tough, free cowboy I longed to be.
The tobacco industry consists of many competitors trying to satisfy a specific customer need. Companies such as Philip Morris, RJ Reynolds, Brown and Williamson, and Lorillard hold almost the entire market share in the tobacco industry. While each company has different advertising and marketing techniques, they all target the same customer group. Tobacco companies try their best to generate interest in their particular brand or brands. Companies market a number of attributes that usually include, but are not limited to: taste, flavor, strength, size and image in order to distinguish themselves from competitors (Business Week 179, November 29, 1999). However, all tobacco companies are satisfying the same needs. Many long-time smokers are addicted to the nicotine in cigarettes. They smoke because the nicotine is needed to help them feel normal (Focus group). Many addicts go through withdraw without nicotine. All tobacco companies have nicotine in their cigarettes, which fulfills the need of long-time smokers. Other smokers depend on cigarettes in social settings. Many smoke to look sophisticated and mature. Tobacco companies make many kinds of cigarettes that target different groups. Social smokers may perceive certain brands as more sophisticated, and therefore they shy away from other lesser-known brands. For example, a person who smoked generic cigarettes at the bar may be perceived as uncultured. On the other hand, the smoker with the Marlboro Lights may be more socially accepted because they have a brand name product (Focus group). Many types of cigarettes cater to the many markets of smokers who want to portray a certain image in social settings. Tobacco companies do not create the need to smoke, but try to generate interest in their particular brand (Hays, New York Times, November 24, 1999). Overall, the tobacco companies satisfy consumer demand for the millions of adult Americans who choose to use tobacco by providing differentiated products to different target markets of smokers.
The purpose of the 1950’s, John Wayne advert is to encourage people to smoke. This is shown by his emotions. He looks cool, relaxed but official, he is wearing smart clothes. Th...
The advertisement that I have chosen is the Old Spice “Smell Like a Man, Man” Campaign, which was created by ad agency Wieden+Kennedy. I will be using Harold Dwight Lasswell 's communication model " Who says What to Whom over What Channel with What Effect?" to analyze the ad campaign that I have chosen. This model is also known as the one way model of communication and is one of the most influential communication models. The model can be broken down into five aspects which are also known as the five W 's: who, what, whom, what channel, what affect. The 'Who ' in the model represents the source or the marketer. The 'What ' represents the message that the marketer is trying display. The 'Whom ' represents the receiver, consumer and target