Reflection

In class, we analyzed a Marlboro cigarette advertisement from the 1950s. We found out that Marlboro consisted of three main ideas; love, affluence and exoticism.

Marlboro was in the now by reflecting what was happening in the world. Air travel was beginning to commercialize but still reserved for the more wealthy and affluent. This is amplified in the advertisement with the use of not only Guatemala as a backdrop as an 'exotic' location but also the couple's look and wealth. They are affluent in their clothing and possessions. Their healthy relationship is portrayed by the man's chivalry to the woman, the arch closely resembling an arch of marriage.

The idea was that Marlboro could give you all these things. Even if you weren't as rich as them, Marlboro could still provide you with the experience and euphoria. Smoking Marlboro would just be like jumping on a plane and enjoying all you riches. The Bandwagon Effect: Where you want to do as the same as everyone else. Also known as peer pressure.

Marlboro was specifically leaning towards woman in their ad. As you can see, the woman is the only one smoking and the fine print under the cigarette pack advertises beauty tips (red). The tobacco industry capitalized changes in the social and economic status of women. Female consumption in increased rapidly, especially in World War II. After World War II, women were often represented in cigarette ads as 'brides taking cigarettes on their honeymoon' as they were largely encouraged to relinquish their wartime roles in favor of more traditional ones.