Marlboro's Archetype

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As of the late 17th century, the american cowboy archetype can be found in industries not even remotely limited to the cattle and range ones. In Hollywood, the archetype has been found to be perfect for the rugged and masculine role that a western protagonist generally suits. In books, the archetype serve as a predictable character with traits matching those of comparable title roles in romance-based fictions. In cigarettes, the archetype proved useful still, and evolved into what is now known as the ‘Marlboro Man.’ The Marlboro Man is the ultimate archetype: simple, independent, and highly marketable, as a dramatic spike in sales to young males in the 18th century have shown. Though Marlboro originally marketed cigarettes to a female…show more content…
However, the matter of the evidently flawless demographic change makes one thing clear: reputation can be commercialized. With that in mind, it seems not only possible but also logical to implement a third icon change. One of the more influential reasons that Marlboro should change their icon is that such a change would draw the attention of media. A familiar company such as Marlboro changing its image after decades of “The Marlboro Man” is something that stands out from common news in the advertising industry. Furthermore, as tobacco is in the center of a controversy, the action would also generate debate, which would provide an excellent platform for Marlboro. A possible downside is that this action would give opposition of the tobacco industry the opportunity to insinuate or (more brashly) declare that Marlboro’s ethical integrity has been compromised. Predicting how such a situation would play out is a difficult thing to do, seeing as so many variables are involved, but it isn’t hard to devise approaches that Marlboro could use to deny negative motives. Citing self-preservation and a wish to supply for public demand is one example of how Marlboro could do this. If the reasoning that changing Marlboro’s icon would generate coverage a more significant platform in the media stood alone, perhaps it would stand to argue that the risk of being challenged would invalidate the worth of the change. However, that reasoning is well-supported. Many
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