Table of Contents
Table of Contents 2
The history of Philip Morris and the Marlboro 2
The Marlboro 3
The control power 4
The intended message of the Marlboro 4
Redefinition of masculinity 5
Secondary messages of the Marlboro 5
Marlboro Man 6
Marlboro Country 7
References 7
The history of Philip Morris and the Marlboro
The history of what is now a global company can be traced back to Philip Morris's 1847 opening of a single shop on London's Bond Street, selling tobacco and ready-made cigarettes.
On Mr Morris's death, the business was taken over by his wife Margaret and his brother Leopold. In 1881 the company went public, Leopold Morris joining Joseph Grunebaum to establish Philip Morris & Company and Grunebaum, Ltd. This partnership was dissolved in 1885 and the company became known as Philip Morris & Co., Ltd.
The company finally left the founding family's control in 1894, when it was taken over by William Curtis Thomson and his family. Under Thomson, the company was appointed tobacconist to King Edward VII and, in 1902, was incorporated in New York, by Gustav Eckmeyer. Ownership was split 50-50 between the British parent and American partners. Eckmeyer had been sole agent for Philip Morris in the US since 1872, importing and selling English-made cigarettes.
1919 was a crucial year for the company. It saw the introduction of the Philip Morris coronet logo, the acquisition of the Philip Morris Company in the US by a new firm owned by American stockholders, and its incorporation in Virginia under the name of Philip Morris & Co., Ltd., Inc. By the end of the next decade, the company had begun to manufacture cigarettes in its factory in Richmond, Virginia; in 1924, what was to become its...
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...ly beautiful landscape in the background makes people want to go there. The use of various wild locations in America and wild horses drives the focus from smoking being unhealthy to being natural and being close to nature.
The use of warm brown and red colors – both in the cowboy’s clothing and the background- are relaxing and refer to the smooth taste and the taste of sunshine in Marlboro.
References
1. Wikipedia: www.wikipedia.org
2. BusinessWeek www.busnessweek.com
3. Images: images.google.com
4. Philip Morris www.philipmorris.com
5. PM documents www.pmdocs.com
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Practical Cultural Studies for Marketing Home Assignment
Written by:
Date: May 9 2007
2007.05.09.
Representing Marlboro
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Practical Cultural Studies for Marketing Home Assignment
Representing
Marlboro
4
On May 1, 1954, Nash and Hudson joined, forming American Motors. (Foster 11) Mason was named chairman of the board, president, chief executive officer, and general manager. His assistant George Romney was named vice president, and Barrit became a director of the company.
Theodore Alfred Peterman was the founder of Peterbilt Motors Company in 1937. Theodore had a problem. He couldn’t get logs from the forest to the lumber mill quickly or efficiently. The first truck Peterman and his employees helped rebuild was an old army truck. The army truck helped solve his problem. He figured out that if he placed the battery on the starter instead of the crank, it would work. Peterman did not live to long after starting his business and selling his invention for six years. His wife Ida Peterman sold the business to seven individuals within the Peterbilt organization a year after Theodore died. He did in 1945. When it was sold to those seven individuals, it was expanded into a serious producer of heavy duty trucks. The shareholders eventually sold it to PACCAR (Pacific Car & Foundry Co.) They had already acquired the assets of Kenworth in 1945 and was planning on becoming a player in the heavy truck market. Pacific Car made Peterbilt Motors a wholly owned subsidiary. Peterbilt finally carried its own tradition while retaining its ...
In 1930, the number of cigarettes sold in the U.S. skyrocketed to 119.9 billion. Lucky
America needed a more profitable product to sell than tobacco. America was looking to make itself
Tobacco companies have relied on the media to lure children. They quickly realized that ‘the company that dominates is that which most effectively targets young”(Imperial Tobacco document.) To counteract the idea of disease and other negative aspects of tobacco, the industry used imagery in the media such as natural settings and healthy actors doing active things. This helps them to insinuate that smoking leads to success, romance, sophistication and other advancements in their lifestyle, which was easily imprinted in the minds of children. A document found among Imperial tobacco files described their priority: “…having our imagery reach those non-reading young people who frequent malls should be our chief goal.”(1.170) Unaware of how important the under 18 market was to the industry, the government could only attempt to lengthen the distance between schools and billboards because they’re ineffective attempts were ignored by the large corporations. With many billboards concentrated in small areas it put the idea in children’s minds that smoking was socially acceptable and that t...
It was the biggest contributor to their economic status, due to John Rolfe’s guidance. By 1616, John Rolfe had perfected the methods of raising tobacco and had become the father of the tobacco industry. At this point, the settlers of Virginia realized that gold wasn’t going to be found, so they tried to invest in another way of making money. Since tobacco was now of high demand in Europe, people were no longer seeking for gold and food, but now their greed had lead them towards planting tobacco. According to the early advertisement of tobacco, tobacco was advertised as something that would renew life, and the reason why you should not be afraid of death (Doc C). It also depicted a white man and a Native American smoking, as well as noting that “Life is a smoke! (Doc C). This probably boosted the popularity of tobacco because of the satisfaction that was promised on the advertisement. Not only did it advertise the effects of tobacco, the advertisement reflected the value of tobacco in Virginia too. “Whil’ st we have best Virginia here (Doc C)” suggested that tobacco was something Virginia was dependant on. Virginia’s economy was reliant on how well tobacco sold, and it was the main supporter of their economy. The reliance on the success of tobacco led into several
In 2003, E-cigarettes were developed in Beijing, China by a 52 years old pharmacist, inventor and smoker named Hon Lik. (The Consumer Advocates for Smoke-free Alternatives Association, n. d.).
Constant innovationthis company's growth is driven by their constant innovation. Constant innovation is the key to their enterprises future. When they signed the tobacco settlement agreement in 1988 it fundamentally changed the way cigarettes are advertised, promoted, and sold in the US. This impacts every aspect of Philip Morris USA's marketing practices. While they are complying with this agreement they are also being responsible by marketing to adult smokers. They also have policies and practices in place to address all issues with their primary stakeholders along with their secondary stakeholders such as the general public, public health communities, parents, community leaders, decision makers, and the government (Altria, 2008).
P&G was founded in 1837 by William Procter and James Gamble as a maker of soaps and candles. P&G was known in Corporate America as a company to be admired and imitated. In addition, it was envied for its profitability as well as strong brand name. P&G has a long standing reputation as having life long employees. This dedication and loyalty by P&G's employees created the notion that outside sources were unwelcome and all products and ideas must come from within, however, this is not the way of the future.
Over the last 50 years, smoking and the public image of smoking has changed dramatically. Americans have learned the harmful effects of smoking and have put a heavy disdain on the use of it. The number of new smokers has drastically dropped over the years and many that had previously smoked have stopped. Some have turned to electronic cigarettes as a safer way to intake nicotine. Over the years, smoking advertisements have changed drastically. Nowadays, tobacco advertisements are virtually non-existent in our society, but when they were abundant they depicted smoking as a cool and sophisticated activity. Today, smoking advertisements are shown by electronic cigarette companies. These companies emphasize the healthier lifestyle these products
Every year cigarette smoking is responsible for 500,000 premature deaths (Nugel), you do not want to be just another statistic, do you? America’s first cash crop was tobacco. That means that tobacco has been around for a really long time. It was not until 1865, though, that cigarettes were sold commercially. They were sold to soldiers at the end of the Civil War (Dowshen). From then, cigarettes spread like wildfire, and it was not until 1964 that anyone made a stand about the negative effects of tobacco and cigarettes. People start smoking for all different reasons, some to fit in and some to “escape”. Regardless, it is a horrible habit. 3900 children will try their first cigarette today. Amongst adults who currently smoke, 68% of them began at age 18 or younger, and 85% at 21 or younger (American Lung Association). And of all those people, 70% say if they were given another chance they would never have picked up that first cigarette (Tobacco Free Maine). Smoking is responsible for 1 and 5 deaths in the united states, and is the number one preventable cause of death (NLH). Smoking burns and there is no doubt about that, but before one picks up that cigarette, understand the negative effects on not only oneself, but others affected by ones poor choices, like second-hand smoke. Because of smoking cigarettes, many types of cancer, decrease of life quality, and negative health effects have become all too common in the world today.
The General Motors Company was founded by William Durant on September 16, 1908. Initially, “Durant was a leading manufacturer of horse-drawn vehicles in Flint, Michigan before making the transition into the automobile industry”(GM). At its inception, “GM held only the Buick Motor Company, but within just a few short years they would acquire more than 20 companies including Oldsmobile, Cadillac, and Oakland, today known as Pontiac”(GM). In doing so, General Motors became an automotive manufacturing powerhouse.
There is little to no mention of any statistics that might show when, and thereby, why, cigarette smoking gained popularity. The author also fails to provide cultural context in many areas. Alleged masculine values in America are presented as fact, when there is no evidence, aside from the author’s word, that this is true. The arguments would be much stronger had the author successfully differentiated between correlation and causation. At times, the article is unbalanced, such as the argument surrounding post-World War Two advertising. Within the article, it is unproven that there was a spike in cigarette smoking in men. It was also unproven that the advertisements had an effect. The article ignores the possibility that the increase in smoking among men was merely a consequence of reaching a few opinion leaders. As cigarettes are such an addictive product, simple curiosity in the privacy of one’s home may have turned some men into smokers.
Under the leadership of William Durant, September 16th 1908 marked the birth of the General Motors Company, initially incorporating the Buick Motor Company. GM then purchased Olds Motor Works in November 1908, a 50% stake in the Oakland Motor Car Co (later Pontiac Motors) in January 1909, and Cadillac in July 1909. During its first few years of operation, GM also acquired a number of parts and accessories manufacturers, such as Champion Ignition Company (predecessor of AC Spark Plug) and Fisher Body Company, and also attempted to purchase Ford Motor Co. but were refused a $9.5 million loan from their bankers (GM.com Corporate History).
Cigarette smoking dates back to the early 19th century in Central America. The cigarettes were in the form of reeds and smoking tubes. People like the Mayas and the Aztecs could smoke during religious rituals. Among the Mexicans, Caribbean and the Central and Southern Americans smoking was in the form of cigarette and the cigar. Different plant wrappers were used in the Central and Southern America to roll the cigarette while in Spain they used maize wrappers. Cigarette is believed to have reached France in 1830 and this is where it gained the name cigarette. It is only after the Crimean War that the use of tobacco cigarette gained populace in the English speaking nations. Generally, widespread cigarette smoking could largely be credited to the 20th century in the Western world.