In this essay I want to compare different cigarette ads from Marlboro, Lucky Strike and West in detail and in general. Moreover, I want to analyse the different target groups and characteristics of the different brands’ smokers. It is conspicuous that many cigarette brands do not advertise for a particular kind of tobacco and its taste or quality, but for a certain image, lifestyle or attitude. This makes clear that many cigarette brands advertise more for an image than the actual product and brings up the question why cigarette brands concentrate on promoting and emphasizing the brand image. Since the different brands address and appeal to different types of persons or smokers, I am going to find out, what makes a person choose a certain cigarette brand.
Table of Contents
1. Introduction
2. What is Advertising ? – A Brief Summary
3. Consumers’ Product Preference
4. Cigarette Brands and their Target Groups & Images
4.1. Lucky Strike
4.2. Marlboro
4.3. West
5.Conclusion
6. References
7. Appendix
Research Objectives and Themes
This study aims to examine the strategies cigarette brands use to cultivate specific brand images and identities, as opposed to focusing on product quality. The primary research question explores why consumers select specific cigarette brands based on perceived alignment with their own self-concept and desired social image.
- Analysis of advertising techniques as a tool for creating brand identification.
- Investigation of the psychological connection between self-concept and brand preference.
- Comparison of diverse branding strategies employed by Lucky Strike, Marlboro, and West.
- Evaluation of how visual imagery and slogans are used to target specific consumer demographics.
Excerpt from the Book
4.1. Lucky Strike
A very conspicuous characteristic of the Lucky Strike advertisement is that all ads are composed according to the same scheme. All adverts have in common that they show one or two packages of Lucky Strike cigarettes in different variations with funny and creative sayings that refer to either the cigarette packages, the reader or current events, sometimes political ones. There is always another creative idea, how to make up a funny saying about one or two packages of cigarettes and that appeals to people who are attracted by the fascinating amount of creativity and consistence of style. According to the thoughts of Ivan Ross, this leads to the conclusion that people who are attracted by the creativity of the brand’s advertisements might be persons who regard themselves as creative, too.
In difference to other brands, there is no certain type of person who works as a role model or example of the typical Lucky Strike smoker. The constant concept is to entertain the people with funny ideas about the cigarette packages’ “lives”. In the example of the advert “In Frauenhandtaschen herrscht Chaos. Da muss man als Packung einfach flexibel bleiben.“ (see on page 14) the two cigarette packages are personified. The soft packs of both the normal and the light version of Lucky Strike cigarettes are shown, slightly folded and out of shape, because of the disorder inside a woman’s handbag. The reader tends to feel sympathy for the deformed cigarette packages, but he also acknowledges the appropriate destiny of the soft pack packages, which are less stable and therefore more flexible and fitting for an untidy handbag. The personification of the cigarette packages consists of the idea of being more flexible and adaptable, which brings them closer to the reader and potential customer, who might be already attracted by the humour and creativity.
Summary of Chapters
1. Introduction: Outlines the scope of the study, which compares advertising strategies of three major cigarette brands and introduces the focus on brand image and target demographics.
2. What is Advertising ? – A Brief Summary: Defines advertising through established theoretical perspectives and explains its role in shaping consumer perceptions and brand associations.
3. Consumers’ Product Preference: Explores psychological theories regarding how self-concept and the desire for social identity influence consumer behavior and brand choices.
4. Cigarette Brands and their Target Groups & Images: Examines the specific marketing campaigns of the three selected brands and characterizes their intended target audiences.
4.1. Lucky Strike: Analyzes the brand's use of humorous, creative, and personified advertising to engage consumers without imposing a rigid smoker archetype.
4.2. Marlboro: Discusses the construction of the "Marlboro Man" as an enduring symbol of rugged individualism, freedom, and adventurousness.
4.3. West: Investigates the use of standardized role models and direct, imperative-style slogans to appeal to younger, modern, and equality-conscious demographics.
5.Conclusion: Synthesizes the findings to conclude that cigarette branding is fundamentally driven by the consumer's deep-seated need for symbolic self-identification with a product.
6. References: Provides a comprehensive list of the academic sources and theories used to support the analysis.
7. Appendix: Contains a detailed list of the specific advertisements analyzed in the study along with their sources.
Keywords
Advertising, Cigarette Brands, Consumer Behavior, Brand Image, Self-Concept, Target Groups, Lucky Strike, Marlboro, West, Symbolic Consumption, Social Identity, Marketing Strategy, Brand Loyalty, Consumer Psychology.
Frequently Asked Questions
What is the core focus of this research paper?
The paper primarily analyzes how various cigarette brands utilize advertising to convey specific lifestyle images rather than focusing on the actual tobacco product.
What are the central themes discussed in the analysis?
The central themes include the psychological connection between consumer self-concept and brand preference, the use of visual storytelling in ads, and the strategic positioning of different cigarette brands.
What is the primary objective of this study?
The objective is to understand why individuals gravitate toward specific cigarette brands and how these brands effectively target their respective demographics through carefully crafted identities.
Which scientific methods are used for this analysis?
The author uses a qualitative approach, applying social-psychological theories of consumer behavior to examine and interpret specific advertising materials from the three chosen cigarette brands.
What is covered in the main body of the paper?
The main body investigates the distinct advertising styles of Lucky Strike, Marlboro, and West, analyzing their specific slogans, imagery, and the "smoker types" they promote.
Which keywords best characterize this work?
Key terms include brand image, consumer behavior, self-concept, target group analysis, and symbolic identification.
How does Lucky Strike differ from the other brands in its advertising?
Unlike Marlboro or West, Lucky Strike does not rely on human role models; instead, it uses humor and personified imagery of cigarette packs to appeal to a sense of creativity.
What does the "Marlboro Man" represent in the context of this study?
He represents an established, long-term stereotype of the independent, adventurous lone fighter that targets consumers looking to associate themselves with those specific ideals.
How does the West brand address social issues in its campaigns?
West incorporates topical discussions about gender equality in a humorous, slightly cynical manner to appear modern and relatable to its younger audience.
- Quote paper
- Jascha Walter (Author), 2005, Advertising, Cigarette Brands and Smokers - An Analysis of Different Cigarette Brands, their Target Groups and the Conveyed Customer Images, Munich, GRIN Verlag, https://www.grin.com/document/45625
