Marlboro copy objective

Marlboro copy objective

This marketing document describes how to target Marlboro advertising copy towards blue-collar males, 18-34, low-to middle income levels, with less educational attainment. The paper describes the psychological rationale for the ad copy:

"...In choosing Marlboro, the smoker is identifying with and emulating the individual he would like to be (i.e., ideal self). The Marlboro smoker finds the 'Marlboro Man' appealing because of his need to express self-assured masculinity and maturity and/or because of his need to exercise his idealism (i.e., his fantasies about the free, independent and natural life)."

Title MARLBORO Date 19811217 Type REPORT Bates 501090573 Collection RJ Reynolds URL: http://legacy.library.ucsf.edu/tid/zdf59d00

search_term=blue collar psycholog*