The transformation of tobacco communication: a study of Marlboro brand strategies

• Autor(a) principal: Willagrand, Bruna Benites
• Data de Publicação: 2019
• Outros Autores: Knoll, Graziela Frainer
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Sociais e Humanas
• Texto Completo: http://periodicos.ufsm.br/sociaisehumanas/article/view/37030
• topic: Applied Social Sciences; Communication; Advertising; Strategies; Comunicação; Estratégias; Marca

The aim of this work is to analyze the advertising of the Marlboro brand from the year 1924 to the present day, in relation to the strategies used. It is intended: to identify the communication strategies and campaign types used by the brand in that period; to verify the recurrences and changes occurred in the content of the advertising campaigns of the brand in the period, with the elaboration of a chronological line; describe what aspects of the Anti-Smoking Law interfered in the cigarette advertising campaign and identify the main strategies used since then. The content of messages, campaign types and communication strategies in branded commercials published in magazines from 1924 to 1998 were analyzed. The results demonstrate that the brand used several communication strategies, but the most used was the positioning, and the campaign types most used by the brand were advertising, launch and institutional. In conclusion, the study presents the evolution of the advertising of this brand smoker that managed to remain as the first in the market.