THE REPRESENTATION OF MALE FIGURES IN 1969MARLBORO AND 1956 LUCKY STRIKE PRINTED ADVERTISEMENT

Abstract

Nowadays, people are getting consumptive because of impact of
advertisements. Most of them do not know that the advertisements can change
their perceptions toward a product. The product which is less popular before can
rise highly because of attractive promotion derived by the advertisements. In the
advertisements, audiences are given not only the product’s information, but also
brand image represented by a figure.
In Marlboro advertisement published on July 25, 1969 in Time Magazine
and Lucky Strike advertisement published on 1956 in TV Radio Mirror Magazine
Vol. 46 No. 1, for example, the figure shown is a man or men as gender
preference of the marketing target. However, each advertisement have different
concept which leads into a more specific marketing target. From the analysis
using semiotics theory, it can be concluded that Marlboro is directed to male
audiences who like freedom and nature while Lucky Strike is directed to male
audiences whose lives cannot be separated from women and money. Thus, it gives
different images of both brands. Marlboro has an image of macho while Lucky
Strike has an image of rich and romantic.