The Marlboro Man originates from a 1954-1999 campaign series for the Marlboro cigarette industry. Marlboro was originally advertised for women, selling “feminine” filtered cigarettes with the slogan “Mild as May.” Sales were not very good, so the company decided to hire a new advertiser in which they would completely revise their advertisements and target audience. They wanted men to buy their cigarettes, and thus, the rugged cowboy Marlboro Man was born.
The advertisement was a huge success. In the first two years, Marlboro sales increased by 200%. However, this feat could only be done because of the commonplace of the time. This accepted standard was that the the ideal man should be hard working, reserved, and macho. This idea is clearly shown in the campaign. In the advertisement inserted, we can see a young man dressed in a outdoor working outfit, boots, and a cowboy hat kneeling in the dirt of what appears to be a farm. He is looking away from the camera and holding a cigarette in one hand. All of these details put together create the image of an independent and confident man not relying on his mom to care for him. He seems very assertive and is comfortable in his natural environment. By using this image of a cowboy to be the figure of their brand, Marlboro is implying that boys who use their cigarettes will turn into the ideal man desired by all. This greatly persuaded the male audience who debated buying what was once a female product. The cowboy image became ingrained in their mind as they could picture their faces being the face of the cowboy.
If this advertisement was still around now, it would be under fire immediately (and not just because of the scientifically proven negative effects of cigarette use). Today’s commonplace of what a man should look like or act like is completely different. Luckily, we are in more progressive society where we view the ideal man as just being who he is. This includes showing emotions and relying on others, as well as dressing in whatever clothes they want to express themselves. Trying to conform individuals into a certain stereotype is seen as negative, and this advertisement enforces the idea of toxic masculinity. It is interesting to see how commonplaces change over time and how company who understand commonplaces of their audience can manipulate their advertising to appeal to a majority and gain success.
Sources:
https://en.wikipedia.org/wiki/Marlboro_Man
https://www.marketingdive.com/news/goodbye-marlboro-man-how-marketers-are-breaking-with-traditional-notions/530094/
I think you identified a great commonplace in the concept of a “macho” man. I also enjoyed how you pointed out how this commonplace has begun to change in society over the last few years or so as society has steered further away from the masculine stereotype.
The inclusion of the image really adds to the effect of your writing so the reader can visually see exactly what you are describing. Your connection, comparing the depiction of what a man should resemble in the past versus modern day was a great tie. I also think that you did a fantastic job with going in depth on the purpose of the Malboro commercial and even included statistics to show its success.
I love how you included the percent of sales increase that followed the change in Marlboro’s advertisement strategy. It shows that the majority of Marlboro’s Target Audience believed the commonplace that cigarettes should represent a strong, heteronormatively masculine man versus the commonplace that cigarettes should represent femininity and womanhood. Additionally, your comparison of antiquated smoking advertisements to modern smoking advertisements shows how commonplaces can greatly change as times progress. Overall, very well-written and highly informative 🙂
I love how you related the advertisement to the time period it was popular and how society shaped their company image. The detailed analysis on how the male audience came to purchase a once feminine product is very well done.