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It is important to bring here the denotation and connotation aspect. I can be myself, think for myself and get what I want.” I can ride the world and ride in the wild, be the free-spirited cowboy that Marlboro signifies. Again, the image brings about a sense of independence, individualism and adventure.Īfter viewing the image, one just feels like “I, the Marlboro man with a Marlboro cigarette can explore and leap beyond boundaries. There is also a feeling of sexuality that arises from the color of his shirt which is red - a color having characterised this quality since a long time. Also, the wilderness and the speed illustrates that he is a fearless rider. The splash of water and the stretched legs of the horse indicate that they are riding at a breathtakingly swift pace. The depiction of his left arm seeks to highlight his physical strength that he is using to tame the stallion. The level of power exuded by the cowboy is enhanced by the whip in his hand. It is very significant as it clearly demonstrates that the cowboy is in total control of the horse.
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In the second ad, the signifier is the cowboy riding a horse and the background which includes natural, fresh scenery and splashing water.The cowboy riding a horse features prominently in this image. All this plays into our mind and sends across a message that having a Marlboro cigarette will give you all that is signified. The cowboy also holds a cigarette in his left hand. There is also the image of Marlboro cigarette boxes and a message that says “Come to where the flavor is”. The ad in all fills one with the sense of adventure, fearlessness and independence with masculinity being stamped all over it. It brings out a sense of freedom, independence, as well as a feel of an entirely different world altogether (breaking away from the routine, mundane life).
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The environment shown in the background is natural, free as well as challenging. The background seems to have been used as a tool to enhance on the adventure part. His overall look exudes assertiveness and builds an aura of style, glamour and adventure.The assertiveness aspect gets highlighted further by the object in his right hand which is a tool used by a cowboy to keep the horse under control. His facial expression and style of pose brings out an air of confidence to overcome any challenge. By the style of dressing, particularly the hat we can make out that the man is a cowboy. What we see in the first ad is the dominant visual of a macho hunk. In the first ad, the signifier here is the image of the male (popularly known as the Marlboro Man) as well as the physical environment. Let me apply this model to the 2 illustrated ads of Marlboro. A sign and its meaning will not be complete without the aforementioned 2 components.
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Semiotic analysis of the Marlboro ad sheds light on some these signs and their hidden meanings.Īccording to Saussure, a sign is composed of a signifier (the form which the sign takes) and a signified (the concept it represents).
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It was then that the sun dawned on the Marlboro man and a series of illustrated advertisements, some of which are showcased above, were created.Īdvertising uses distinct signs to appeal to the human subconscious and send across the desired message. Leo Burnett was assigned the task of repositioning Marlboro as a men’s brand. Research conducted during that period also supported the move, indicating that men were increasingly pondering about making the switch from unfiltered to filtered cigarettes but were not comfortable being seen smoking a cigarette that was promoted towards women. The idea was to appeal to that male audience which was concerned about the harmful effects of smoking and was looking for a safer option. Philip Morris took this opportunity to reposition Marlboro as a men’s cigarette brand. But in the 1950s there was a huge uproar against smoking after various studies had been published, directly linking smoking to lung cancer. At that time, filter cigarettes were promoted as being ladylike. Marlboro was launched as a cigarette brand for women in 1924.
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But this huge success stands on the foundation of a very interesting story. Marlboro is manufactured by Philip Morris USA and is the largest selling cigarette brand globally. The Marlboro Man is considered as one of the most iconic and impactful brand image of the past century.īefore I carry out the semiotic analysis of this ad campaign, let me provide some background regarding Marlboro.