Image-Making One Of The Characteristics Thesis

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It was a figure who stood for authenticity. In addition, its complexity derived from the fact that being nonetheless a "real" person, older, wrinkled, it had style and class. In addition, it was a character who took complete control of the things in his life and this was appealing for everyone. People wanted to be like the cowboy. Strong and free. It was a long way from the may feel that the Marlboro cigarettes started out with.

The example that has been analyzed in this paper demonstrates how powerful image can be. The Marlboro cigarettes themselves have surely underwent a process of technological development regarding filters, the quantity of nicotine they include, their chemical composition, etc. But these changes were insignificant compared to the changes that the brand underwent in terms of image and identity. Society changed and so did the brand. It was obviously a necessity.

The necessity of the contemporary man to...

...

But the contemporary man is apparently unable to face the daily evils such as stress through the power of his spirit only. He needs all kinds of artificial temporary exits such as the cigarettes. Marlboro understood this and here is its very key to its international success.
Bibliography:

Gobe, Marc. Emotional branding, the new paradigm for connecting brands to people. Allworth press. 2001

Kluger, Richard. Ashes to Ashes: America's Hundred-Year Cigarette War, the Public Health, and the Unabashed Triumph of Philip Morris. New York: Alfred A. Knopf, 1996.

Pricken, Mario. Creative advertising. Thames & Hudson. 2008.

Ogilvy, David. Ogilvy on advertising. Vintage, 1985

Wheeler, Alina. Designing brand identity: a complete guide to creating, building and maintaining strong brands. Wiley. 2006

Sources Used in Documents:

Bibliography:

Gobe, Marc. Emotional branding, the new paradigm for connecting brands to people. Allworth press. 2001

Kluger, Richard. Ashes to Ashes: America's Hundred-Year Cigarette War, the Public Health, and the Unabashed Triumph of Philip Morris. New York: Alfred A. Knopf, 1996.

Pricken, Mario. Creative advertising. Thames & Hudson. 2008.

Ogilvy, David. Ogilvy on advertising. Vintage, 1985


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