Image-Making One of the Characteristics Thesis

The use of the cowboy as the main symbol of the brand responded to the needs that people had at those times. 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 escape to a natural paradise where freshness, freedom, vigour and safety are the main values. 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.

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