Marlboro Man

This ad for Marlboro cigarettes has a consumer-oriented approach. The ad creates a brand image, a lifestyle, and an attitude without a single word. Marlboro is for men. Marlboro is for men who work hard, get dirty and like it. They’re men who know what they want and how to get it, no short-cuts. These men don’t care about what others think. They might be rough around the edges, but they like it that way, they’re real men. The ad doesn’t say a thing about why Marlboro is better than the rest or what makes them unique. They don’t have to. Consumers buy into the brand image. They buy into the lifestyle. I think this is the perfect ad for attitude as well. The message conveyed is that by smoking Marlboros you can show the world that you’re a tough guy. Nobody can tell you what to do, you’re a man.

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