Analyze Western images used in corporate tobacco marketing Explore the tobacco industry ‘version...
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Transcript of Analyze Western images used in corporate tobacco marketing Explore the tobacco industry ‘version...
• Analyze Western images used in corporate tobacco marketing•Explore the tobacco industry ‘version of truth’ through marketing examples• Recognize counter-marketing opportunities in your area
Exploitation of early Western
America by the Tobacco
Industry
What does the ‘cowboy image’ represent?
www.freshcope.com
“I’m no cowboy and I don’t ride horseback,” he said, “but I like to think I have the freedom the Marlboro man exemplifies. He’s the man who doesn’t punch a clock. He’s not computerized.
He’s a free spirit.”When Mr. Weissman became chairman and chief executive of Philip Morris in 1978, he told Fortune magazine that he saw himself as the quintessential Marlboro man.
“If it weren’t for a good horse, a woman would be the sweetest thing in the world.”
From Life Magazine ‘100 photographs that Changed the World’
Altria echos that smokeless items
key for businessBy MICHAEL FELBERBAUM RICHMOND, Va. (AP) —
“reiterating the importance of smokeless tobacco products to its business.”\
“That comes as consumers turn away from cigarettes due to smoking bans, health
concerns and higher prices.”
“The company also is using its market-leading Marlboro brand to grow some of these
products.”
How is the image of the Native American used to sell corporate
tobacco products?
•If you use tobacco you will be __________.
•It is normal to use tobacco.
•The very essence of being an American to use tobacco.
How does the industry make these concepts
tangible?
www.marlboro.com
Tobacco industry Marketing ‘Truths’
• Using positive, sacred and important images sells deadly products.
• Placing your marketing everywhere makes using a destructive product normal.
• Most people don’t experience the ‘Cowboys and Indians’ lifestyle therefore selling a mystical fantasy equals profit.
• Portraying a glamorous image instead of a realistic image masks the harshness of your products.
A question to ponder:If the tobacco industry didn’t use an already
established positive image, how could they possible promote their products.?
• Go to industry websites
• See what giveaways and sponsorships are in your community
• Sign up for direct mailings
• Point of purchase regulations
• FDA Regulation
• Share industry deceptions with community.
• Question industry images, truth and trustworthiness.
• Use images that pertain to your community.
