"Marlboro Country"



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Analysis


I liked this essay because it was on a subject that I completely agree with. The advertisement was also funny because it shows the truth of smoking where most advertisements only show the fake results or benefits. In this paper I made many comma and other punctuation mistakes, but I learned from that and made a lot fewer of those types of mistakes in the following essays. This paper also helped me break down advertisements and define who they are directed towards and why.

Original

“Marlboro Country”

This advertisement was posted on the Ad Buster’s website. This spoof of Marlboro Cigarettes depicts a group of co-workers taking a smoke break behind their building. The audience can tell from the smokers rubbing of hands and holding themselves that these people are quite cold. The workers do not seem to be having a good time either while out in this frigid weather. In the corner of the advertisement there is a Surgeon General’s warning that states, “Smoking causes hypothermia as well as premature death.”

This particular advertisement is directed toward the visitors of this type of truth advocating website. First it is aimed at smokers and showing the bad effects of smoking. For example the warning label clearly states the health hazards to smokers. Also it is a preventative warning to non-smokers in the hopes that they will not start.

This advertisement is easily recognized by many as a Marlboro spoof even though the title is misspelled “Malboro”. The makers used red lettering for the words in this picture to represent Marlboro’s specific color. The phrase “Welcome to Malboro Country” is also one of Marlboro’s main marketing slogans. Also the blue wall of the building reminds one of a blue sky similar to the sky in the “Marlboro Country” advertisements. The only difference is this one is full of smoke.

The actors in this advertisement are all white middle aged office workers. They seem to be a weak group of people compared to the rough looking Marlboro man that dominated most Marlboro ads. The designers of this fake are poking fun at the tough image of the Marlboro man because smoking is a weakness that cigarette companies

sell to the public as strength.

This advertisement does not use the most popular appeals of today such as sexual, money, and entertainment. Personal health appeals to the audience from the warning displayed that warns of death. Since the idea of living is appreciated by everyone this is the main appeal. Also used is the appeal of self-control. The workers in the ad are dependent upon nicotine so much that they suffer through the coldness outside for a smoke. It shows that these people are weak and can not control their urge to smoke.

What makes this a memorable advertisement is that it uses humor to confront the truths of smoking. The way it parodies Marlboro is comical because the sky is full of smoke instead of being clear, which implicates the unhealthiness to the body. Also, the people do not do anything to get away from the cold weather. They stand shivering while if they just decided to put out their cigarettes’ it would be possible to go inside. This presents a complete lack of thinking, which is quite amusing.

Many advertisements from Ad Busters are similar to this one in that they state the facts in a humorous manner. Some are spoofs of other major brands of cigarettes: Kool or Camel. This one is different because it pictures a more truthful type of “Marlboro Country” that includes bad effects of smoking. It is somewhat of a modern “Marlboro Country”.

This advertisement is very well organized to speak the truth of smoking. With few words the visual helps to communicate most of the message. The title, which resembles Marlboro’s logo, in connection with the smoky Marlboro sky identifies the product and the original advertisement that is being ridiculed. Using a visual image instead of directly telling the audience the purpose of the ad makes it more interesting because people can interpret it for themselves.

The ugly truths that are brought out by this advertisement are used in hopes of preventing possible smokers and helping smokers quit. At the same time the comical side of the ad brings to light the trouble smokers go through (smoking in the cold) to feed their addiction that ends up giving them worse health problems. While many people still smoke, these types of ads have come a long way in educating the public as to cigarette dangers.

Comments

Nice job with details, though I think you need to define who might see Ad Busters. Take more care with commas and other punctuation. The topic sentences are too repetitive, always starting out with “This advertisement”. Who are the visitors of the Ad Busters website.

Revised

“Marlboro Country”


This spoof of Marlboro Cigarettes depicts a group of co-workers taking a smoke break behind their building. The audience can tell from the smokers rubbing of hands and holding themselves that these people are quite cold. The workers do not seem to be having a good time either while out in this frigid weather. In the corner of the advertisement there is a Surgeon General’s warning that states, “Smoking causes hypothermia as well as premature death.”

This particular advertisement is directed toward the visitors of this type of truth advocating website. These people would most likely include anyone who wants to know the complete truth about products on the market because as history shows, companies do not always disclose all the facts about their product. First, it is aimed at smokers and showing the bad effects of smoking. For example, the warning label clearly states the health hazards to smokers. Also, it is a preventative warning to non-smokers in the hopes that they will not start.

Many easily recognize this advertisement as a Marlboro spoof even though the title is misspelled “Malboro”. Red lettering was used for the words in this picture to represent Marlboro’s specific color. The phrase “Welcome to Malboro Country” is also one of Marlboro’s main marketing slogans. The blue wall of the building reminds one of a blue sky similar to the sky in the “Marlboro Country” advertisements. The only difference is that this one is full of smoke.

Purposefully, the actors in the picture are small, white middle-aged office workers. They are depicted as a weak group of people compared to the rough looking Marlboro man that dominates most Marlboro ads. The designers of this fake are poking fun at the tough image of the Marlboro man because smoking is a weakness that cigarette companies sell to the public as strength. By only showing the positives of smoking, the cigarette companies completely leave out any harmful side effects.

This advertisement does not use the most popular appeals of today such as sex appeal, money, and entertainment. Personal health appeals to the audience from the displayed warning of death. Since the idea of living is appreciated by everyone this is the main appeal. Also used is the appeal of self-control. The workers in the ad are dependent upon nicotine so much that they suffer through the coldness outside for a smoke. It shows that these people are weak and cannot control their urge to smoke.

What makes this a memorable advertisement is that it uses humor to confront the truths of smoking. The way it parodies Marlboro is comical because the sky is full of smoke instead of being clear, which implicates the unhealthiness to the body. Also, the people do not try to get away from the cold weather that they are suffering. They stand shivering while if they just decided to put out their cigarettes it would be possible to go inside. This presents a complete lack of thinking, which is quite amusing.

Many advertisements from Ad Busters are similar to this one in that they state the facts in a humorous manner. Some are spoofs of other major brands of cigarettes, similar to Kool or Camel. This one is different because it pictures a more truthful type of “Marlboro Country” that includes bad effects of smoking. It is somewhat of a modern “Marlboro Country” instead of the picturesque country scenes in the original advertisements.

Organization aids the advertisement by speaking the truth of smoking much more clearly. The title, which resembles Marlboro’s logo, in connection with the smoky Marlboro sky identifies the product and the original advertisement that is being ridiculed. Also, the surgeon general’s warning is enlarged to add effect. Using a visual image instead of directly telling the audience the purpose of the ad makes it more interesting because people can interpret it for themselves.



The ugly truths that are brought out by this advertisement are used in hopes of preventing possible smokers and helping smokers quit. At the same time, the comical side of the ad brings to light the trouble smokers go through (smoking in the cold) to feed their addiction that ends up giving them worse health problems. While many people still smoke, these types of ads have come a long way in educating the public as to cigarette dangers.


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