Marlboro copy objective

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This article is part of the Tobacco portal on Sourcewatch funded from 2006 - 2009 by the American Legacy Foundation.

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).

Date 19811217
Bates 501090573
Collection RJ Reynolds

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