In this essay I want to compare different cigarette ads from Marlboro, Lucky Strike and West in detail and in general. Moreover, I want to analyse the different target groups and characteristics of the different brands’ smokers. It is conspicuous that many cigarette brands do not advertise for a particular kind of tobacco and its taste or quality, but for a certain image, lifestyle or attitude. This makes clear that many cigarette brands advertise more for an image than the actual product and brings up the question why cigarette brands concentrate on promoting and emphasizing the brand image. Since the different brands address and appeal to different types of persons or smokers, I am going to find out, what makes a person choose a certain cigarette brand.
Table of Contents
- Introduction
- What is Advertising? - A Brief Summary
- Consumers' Product Preference
- Cigarette Brands and their Target Groups & Images
- Lucky Strike
- Marlboro
- West
- Conclusion
Objectives and Key Themes
This essay aims to compare different cigarette advertisements from Marlboro, Lucky Strike, and West in detail and in general. The author seeks to analyze the distinct target groups and characteristics of each brand's smokers. The analysis highlights how many cigarette brands advertise for a certain image, lifestyle, or attitude rather than promoting specific tobacco types or their taste and quality. This leads to the question of why cigarette brands focus on promoting the brand image rather than the actual product. Since different brands address and appeal to various types of people or smokers, the essay aims to discover what makes a person choose a specific cigarette brand.
- Analysis of cigarette advertising strategies for different brands.
- Identification of target groups and their specific characteristics for various cigarette brands.
- Exploration of the connection between brand image and consumer perception.
- Investigation of the influence of self-concept on consumer product preference.
- Examination of the role of cigarette brands in enhancing self-esteem.
Chapter Summaries
- Introduction: This section provides a brief overview of the essay's purpose and scope, focusing on the comparison of cigarette advertisements and the analysis of target groups. It introduces the key question: why do cigarette brands prioritize promoting the image over the actual product?
- What is Advertising? - A Brief Summary: This chapter defines advertising based on the American Marketing Association's definition and explores its functions in shaping public awareness, perceptions, attitudes, and images. It discusses how advertising promotes consumer awareness, interest, and desire, placing brands in consumers' memories and aiming to enhance their perception of the product.
- Consumers' Product Preference: This chapter explores why consumers choose a particular cigarette brand and the motives behind their decisions. It introduces the concept of self-concept in consumer behavior, emphasizing how consumers can be defined by the products they buy or use and the meanings they associate with them. The chapter discusses the "actual self-concept" and "ideal self-concept" and their influence on consumer behavior, highlighting the preference for brands that align with one's self-perception.
- Cigarette Brands and their Target Groups & Images: This chapter examines how different cigarette brands attempt to convince customers of their image and target specific groups. It discusses the importance of cigarette packaging in conveying the brand's identity and personality. The chapter also introduces the idea of smokers identifying with a brand and its image.
Keywords
The primary keywords and focus topics of this essay include cigarette advertising, brand image, target groups, self-concept, consumer behavior, product preference, social acceptability, self-esteem, and stress relief.
Frequently Asked Questions
Why do cigarette brands focus on brand image over product quality?
Cigarette brands often advertise a lifestyle or attitude because consumers choose brands that align with their self-concept or the "ideal self" they want to project.
What are the target groups for Marlboro, Lucky Strike, and West?
Each brand appeals to different smoker types: Marlboro often uses the 'Cowboy' image for ruggedness, while West and Lucky Strike target different lifestyles and social perceptions.
How does self-concept influence cigarette brand choice?
Consumers are defined by the products they use; they prefer brands that reinforce their actual self-concept or help them achieve an ideal self-image.
What role does cigarette packaging play in marketing?
Packaging is crucial for conveying a brand's identity and personality, helping smokers identify with the brand even without seeing a traditional advertisement.
Can cigarette brands help enhance self-esteem?
The essay investigates how identifying with a specific brand image can provide a sense of social acceptability or stress relief for the smoker.
What is the American Marketing Association's definition of advertising?
The essay uses this definition to explore how advertising shapes public awareness, attitudes, and the images of products in consumers' memories.
- Citar trabajo
- Jascha Walter (Autor), 2005, Advertising, Cigarette Brands and Smokers - An Analysis of Different Cigarette Brands, their Target Groups and the Conveyed Customer Images, Múnich, GRIN Verlag, https://www.grin.com/document/45625
