Would you spend a 120 dollars on a plan white t-shirt? Now, let me rephrase that question. Would you spend a 120 dollars on a plain white t-shirt from the Yeezy collection? Chances are, your interest in that t-shirt spiked as soon as I mentioned Kanye West’s infamous clothing line. When we see or hear about celebrities, our brains immediately recognize them the same way we would recognize close friends or family. Consumers generally place a higher value on products endorsed by a celebrity because it is as if they are receiving advice from a valued friend. They feel more sympathetic towards the brand and feel the pressure to be a part of the latest fad when the brand is associated with a celebrity they look up to. This 20th century Marlboro advertisement utilizes the commonplace of following a trendy celebrity endorsement to fit into societies latest fads and takes advantage of the Kairotic opportunities the 1960’s provided to sell the cigarettes.

In 1962, Marlboro released this advertisement featuring a former professional American football player and hall of fame running back for the Green Bay Packers of the NFL leaning sluggishly against his engraved locker, enjoying the taste of a Marlboro. At the time he was widely known and venerated because he played on teams that won four NFL titles and the first Super Bowl. This association of Hornung’s success and fame with Marlboro provides its’ customers with the notion that this company is credible. The advertisement deems Hornung “a Marlboro man all the way.”  If a highly successful football player shows this much dedication to this company, his supporters will feel the pressure to join this new trend. Furthermore, athletes are known to care for themselves and choose the best things for their health. Through this ad, Marlboro subconsciously tells its customers that this brand is a healthier option for them because an athlete also chooses this brand. This company takes advantage of the commonplace of society’s need to buy celebrity endorsed products in order to “fit in” or feel that they are buying the right product with their money.

Smoking had become such a large epidemic around the 1950’s that several anti-smoking reformists, hygienists, and public health officials had to attempt to convince the public that nicotine caused sickness. Reports of an increase in smoking was on the front page of news stories across the United States. This dramatic increase in cigarette smoking was just the Kairos that Marlboro needed to effectively advertise their product. The significant increase in the number of customers during a time when cigarettes were being vilified gave them the opportunity to publicize their product as better for their general health. As more research on the negative impacts of nicotine were published, Marlboro reassured their customers that they were choosing the brand that was better for them health wise.In the advertisement posted above, they mention how it is a “filtered cigarette with the unfiltered taste.” They play into the guilty feelings their customers would otherwise have if they didn’t choose their filtered brand. This makes the customers feel like they are choosing a brand that delivers what they need without the negative consequences that other unfiltered brands would give them.

In the end, Marlboro managed to be one of the most popular cigarette companies by utilizing the commonplace of following a trendy celebrity endorsement to fit into societies latest fads and by taking advantage of the Kairotic opportunities the 1960’s. So, the next time you see your favorite celebrity sluggishly leaning against something and enjoying a product, think twice before giving in.