Rumor has it that marks the success
was due not only to the way a cowboy. Some experts argue that the case -
in particular the composition of cigarettes (which contain urea),
conveniently packaged at the time became a sensation (flip-top for the
first time appeared on the shelves and was designed to advertise the
brand - was required to get a pack from his pocket to open it ) and
design (white, like an arrow pierced in red). However, the image of the
conqueror of the prairies by chance took first place in the
aforementioned book "101 most influential non-existent person" - he
trusted in him wanted to be like. The famous Marlboro Man confidently
asserted on television that cigarette filters are not able to have any
influence on the taste of tobacco (which is actually not in any way is
not true): "The filter is not getting between you and the taste." At the
same time the creators of advertising forgot to mention that its
presence leads to the formation of fairly unpleasant and unhealthy
smoke. And it was natural, because the production of cigarettes with
filter produces more profits, because the filter material is much
cheaper tobacco use (especially if you imagine the volume of products
produced). In addition, the filter is able to clear the smoke, changing
its flavor, and therefore can be used for the manufacture of cigarette
tobacco, low-grade.
Why cowboy believed
took his word for truth? It plays a major role psychology of thinking
people. In the United States, this image embodied a local spirit, the
symbol of the conquest of the world. He was able to hit home, recalling
the very same guys who once conquered the wild prairie. Brutality and
heroism - that was the basis of an advertising campaign, which was able
to reach the hearts as representatives of the beautiful, and the
stronger sex, as blacks, and South Americans. And it is no coincidence,
since most of the conquerors of the prairies were black or Hispanic. So
even the fact that all the "Marlboro men" - whites could not play a
significant role here.
Cowboy turned to
us, full of confidence: "Welcome to Marlboro Country." The legendary
hero of the famous advertising shone in all its glory: it is distilled
through the wild herds of horses, the prairie full of dangers, its
stunning turbulence flow of the river and rocks, through which move
beyond the power even to each mountain goats. But all that he was
overweening. Why? According to one very simple reason: in the pocket of a
cowboy always lay red and white tutu «Marlboro». Several generations
followed him, having learned lights a cigarette and feeling in this
little enclosed to his power and glory. These poor guys would like at
least a minute to enter the country of rabid Mustangs to feel absolutely
free.
Because the images
of "sea dog", the builder and others like them put on the backburner. It
was decided to concentrate on the conqueror of the prairie. First, the
shooting as cowboys were invited well-known male Centerfolds. However,
this idea was defeated - they could not even imagine how and what the
parties come to a horse to climb on it. Their successors were no less
fun: almost perfect vivid image of a brutal man in sun-bleached jeans,
heavy boots complemented sad ... Spurs, who were put on upside down. As a
result, before the advertising agency was assigned the task is quite
clear, is not ready to compromise: should find a real cowboy in Texas or
Montana. Which was filled with "a bang".
In 1955, Burnett
has decided to "mark" of Marlborough: the hand of the conqueror of the
prairie began to show off a tattoo visible in the form of a brand. It
has also become the subject of many jokes, but by the sitters. Thus, the
known story of one of the actors that make up ahead of filming was
applied for three minutes, and a tattoo - not less than three hours!
In 1962, the image
of Marlboro has been added another significant stroke. Burnett purchased
the rights to the script of the film "The Magnificent Seven" with a
single purpose - to advertise the product. This has been added capacious
frazochka: "Come to where the real flavor of America, come into the
country," Marlborough "!".
Since then, the
image of Marlborough rose to such unimaginable heights, that the dangers
of smoking and was uncomfortable hint. These cigarettes are now praises
in a variety of contemporary songs, for example, "Fort Minor"
("Cigarettes"), earrings ("Invasion"), "Fletlayn" ("In Your House"),
"block party" ("Song for Clay" .) A surprise was found hidden
advertising "Marlborough" in the film by Leonid Gaidai "Sportloto-82"
and "Ivan Vasilyevich Changes His Profession," in the movie by Eldar
Ryazanov, "Office Romance".
