The Tobacco Industry, The Marlboro Man, And Lifestyle Ads ✓ Solved

The Tobacco Industry, the Marlboro Man, and Lifestyle Advert

Analyze the impact of lifestyle advertisements, particularly those from the tobacco industry such as the Marlboro Man campaign, on consumer behavior and perceptions of masculinity. Discuss how these advertisements shape cultural constructs of masculinity and influence smoking behaviors among various demographics.

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The tobacco industry's advertising strategies have profoundly shaped public perceptions and consumer behaviors, particularly through the use of lifestyle advertisements. One of the most iconic campaigns is the portrayal of the Marlboro Man, a symbol of rugged masculinity that has left an indelible mark on advertising and consumer culture. This paper will explore how the Marlboro Man and similar campaigns have influenced perceptions of masculinity and smoking behavior, as well as how they fit into broader cultural narratives surrounding gender and consumption.

The Marlboro Man and Masculinity

The Marlboro Man, introduced in the late 1950s, represented a strategic shift in tobacco advertising. Originally aimed at women, Philip Morris repositioned its Marlboro brand to target a male demographic by framing smoking as an integral part of masculinity (Cortese, Lewis, & Ling, 2009). This rebranding was not merely cosmetic; it tapped into existing cultural paradigms of what it meant to be a man in America. The rugged cowboy image conveyed strength, independence, and a connection to nature, traits traditionally associated with masculinity.

According to White, Oliffe, and Bottorff (2013), this advertising strategy effectively linked cigarette consumption to masculine identity. They argue that the shift from presenting smoking as a glamorous act to one that emphasized manliness was a pivotal change in how smoking was perceived in society. The Marlboro Man became a cultural icon, associated with a lifestyle that many men aspired to emulate. By cultivating this image, the tobacco industry was able to forge a link between smoking and a desired masculine identity.

Cultural Constructs of Masculinity

The construction of masculinity as portrayed by tobacco advertisements reflects broader societal attitudes and expectations. Cortese and Ling (2011) highlight how the tobacco industry has not only marketed products but also defined masculinity through consumer culture. The representation of the Marlboro Man illustrates how corporations can shape and influence cultural norms, presenting masculinity as something that can be consumed rather than an inherent identity. This commodification of masculinity encourages young men to associate smoking with their values and lifestyle choices.

Furthermore, advertisements often depict smoking as a rite of passage for men, reinforcing stereotypes that associate tobacco use with maturity and social acceptance (Yager, 2013). These narratives resonate deeply within the context of adolescent development, as young consumers seek validation and identity through the lens of masculinity offered by such advertisements. The inherent "positive appeal" present in these campaigns contributes to the effectiveness of cigarette marketing as noted by Shadel, Niaura, and Abrams (2002).

Adolescent Reactions and Implications

The impact of such advertisements on adolescents is particularly concerning. Young people may see the Marlboro Man not just as an advertisement, but as a model of masculine success. According to Shadel, Niaura, and Abrams (2002), adolescents often react positively to the imagery associated with smoking, perceiving it as attractive due to the positive associations with masculinity. This reflects a troubling reality where health risks associated with smoking are overshadowed by the allure of masculine identity.

The tobacco industry has strategically used lifestyle magazines and advertisements to perpetuate these ideals. Lifestyle magazines targeted at young adults often lack explicit images of smoking, yet they promote the brand's lifestyle and values in such a way that smoking appears as a natural extension of that identity (Cortese, Lewis, & Ling, 2009). This under-the-radar strategy ensures that the messages remain influential without being overtly linked to health risks. The normalization of smoking within the context of fashionable living complicates public health messaging aimed at reducing smoking rates among youth.

Comparative Analysis with Other Brands

The Marlboro Man's success raises important questions when compared to other tobacco advertisements, such as those featuring Virginia Slims. While both campaigns employed gendered marketing tactics, the Marlboro Man was considerably more effective in reaching a male audience, thereby illustrating the varied responses to masculine imagery (Shirk, 2015). As Wrzosiński (2014) discusses, the transformation in target demographics from women to men was not merely an advertising tactic; it was a radical shift reflecting the broader cultural understandings of masculinity in America during that era.

This analysis reveals that the narrative surrounding the Marlboro Man was not just a campaign but a significant cultural phenomenon. The portrayal of masculinity through the lens of rugged individualism had real implications for consumer behavior and shaped societal expectations of gender roles, further entrenching the connection between smoking and masculine identity.

Conclusion

The tobacco industry's use of lifestyle advertisements, particularly the Marlboro Man campaign, has played a crucial role in shaping cultural perceptions of masculinity and consumer behavior. By linking cigarette consumption with ideals of rugged masculinity, these advertisements have perpetuated a cycle of smoking that is particularly appealing to young men. Analyzing the role of advertisements in constructing and promoting gender norms reveals the significant influence that media representations can have on public health and social understanding. It is vital for public health initiatives to address these cultural constructs and seek to deconstruct the appealing narratives that associate smoking with masculinity.

References

• Shadel, W. G., Niaura, R., & Abrams, D. B. (2002). Adolescents' reactions to the imagery displayed in smoking and antismoking advertisements. Psychology of Addictive Behaviors, 16(2).
• Cortese, D. K., Lewis, M. J., & Ling, P. M. (2009). Tobacco Industry Lifestyle Magazines Targeted to Young Adults.
• White, C., Oliffe, J., & Bottorff, J. (2013). From Promotion to Cessation: Masculinity, Race, and Style in the Consumption of Cigarettes, 1962–1972. American Journal of Public Health.
• Yager, S. (2013). Welcome to Marlboro Country: Philip Morris Stakes a Last Claim in the West. The Atlantic.
• Shirk, A. (2015). The Real Marlboro Man. The Atlantic.
• Wrzosiński, P. (2014). A Marlboro Man Story.
• Cortese, D. K., & Ling, P. M. (2011). Enticing the New Lad: Masculinity as a Product of Consumption in Tobacco Industry—Developed Lifestyle Magazines. Men and Masculinities.
• World Health Organization. (2013). WHO Report on the Global Tobacco Epidemic 2013: Enforcing Bans on Tobacco Advertising, Promotion and Sponsorship.
• Sidebottom, E. (2016). The Man Who Could Go Either Way: The Many Faces of Cowboy Masculinity in 1950s American Film and Advertising. Carleton University.
• From the Physician to the Marlboro Man: Masculinity, Health, and Cigarette Advertising in America, 1946–1964. Cameron White, John L. Oliffe, Joan L. Bottorff. Men and Masculinities.