Please enable JavaScript.

Coggle requires JavaScript to display documents.

How did Marlboro employ the Aristotelian method and framing to appeal to…

- - - - The alliteration in this trikolon is a figure of speech, which is used to make the message more persuasive. The words and especially the melody of this slogan are very catchy, and therefore likely to get stuck in your head, which makes you remember the brand.
    - - The argumentation in the ads always is about the filter, the flavour and the box. The filter was presented as a safer way to smoke. The strong flavour of the cigarette was emphasized because back when Marlboro was a brand for women, men thought they could not handle much flavour, therefore the cigarettes did not have much flavour. In their rebrand to men, they wanted to change this perception. The flip-top box is explained to be super convenient when you're doing all kinds of activities, as shown in the ads: shooting birds, working on a ranch, river rafting, working on the car.
- - - - Men were the head of the family and the breadwinner, and thus were expected to be strong, masculine and good decision-makers. Subsequently, women should take care of the children and the household.
      - On TV, Men were often presented as assertive, capable and intelligent.
      - After the Second World War, the men who served in battle returned to their jobs and women left the workforce that they had occupied during the war. The ideal image of a family with a patriarch returned.
- - - - An appeal to pathos made in the ads is the evocation of a sense of joy and fulfillment caused by smoking Marlboro within the male audience. In all the ads, the men take a break from the manly task they are doing to smoke a cigarette. They relax and have a nice break. The feeling this appeals to is a sense of happiness when smoking Marlboro.
      - All the artifacts invoke a certain necessecity or craving within the audience to smoke Marlboro. Smoke Marlboro to be brave, smoke Marlboro to be manly, etc.
      - Artifact 3
        
        Shooting guns is a manly thing to do, and also very American. The emotions shooting guns elicit are excitement and adrenaline.
      - Artifact 2
        
        In this ad there is an appeal to a feeling of responsibility and ability, because rafting is something you need to have skill and be able to control your nerves, which is the man in the ad literally says.
      - Artifact 4
        
        This ad sparks emotions that are connected to the ethos of a cowboy, like freedom, pride, and adventure. Because the cowboy was extremely popular in this time, this appeal can be seen as very persuasive. In 2020, these emotions would not be invoked because westerns are not as popular anymore.
- - - - Artefact 2: The man smokes cigarettes while repairing his car (even if it is a fire hazard).
      - Artefact 3: The man shoots birds and smokes while reloading his gun (even if he can drop it).
      - Artefact 1: The man has cigarettes with him during rafting (even if they can get wet).
      - Artefact 4: The man has a pack of cigarettes while riding on his horse (even if they can fall out of his pockets).
    - - Artefact 1: If you want to be as brave and skilled as a rafter.
      - Artefact 2: If you want to be a good handyman.
      - Artefact 3: If you want to shoot guns and have good aim.
      - Artefact 4: If you want to be just like a cowboy with a gun.
    - - Artefact 2: Repairing and working on your car.
      - Artefact 3: Shooting birds as a hobby.
      - Artefact 1: Rafting on dangerous river.
      - Artefact 4: Being a cowboy and having a gun.
- - - - Artifact 2
        The man in the ad is rafting on a river. This is a dangerous activity for which you need a lot of experience and skill (as is literally said in the ad). As a result he is seen as courgaeous and fearless, which contributes to his ethos. Because of this, men want to be like him, and to do so, they must smoke Marlboro.
      - Artifact 3 & 4
        In both these artifacts there is an appeal to a cowboy lifestyle, which was every man's dream at the time. Wild West films especially were incredibly popular. In artifact 3, we can see a man shooting clay pigeons. Shooting with guns is a very manly thing to do in itself, but it is also a nod to the cowboy. Cowboys alsoshoot guns. In artifact 4, we see the Marlboro Man as an actual cowboy on his horse, so this is a verydirect appeal to the ethos of a cowboy, which was (and still is) very desirable for men.
      - Artifact 1
        The man is working on his car, which is traditionally seen to be a manly things to do. Especially reparations of a car is seen as a man's job. So, immediately, the Marlboro Man aligns himself with all men in America. His ethos is one of a real man, because only real men work on and repair their cars.
    - - Artifact 1
        The Marlboro Man is working on his car, escaping from his everyday obligations & hardships. He says when he works on his car, he forgets the time and can stay working for hours. it seem desirable to take a break and just work on the car for fun. Male watchers know that feeling: work on your car and smoke to escape the daily rut in your life. Cars are seen as a very manly hobby, and many men identify with it. This is how relatability also plays into the ads. Even though the Marlboro Man is the model of what men want to be, he also does things they do in their life, like working on their car.
      - Artifact 3: In this ad, the Marlboro man shoots clay pigeons, which is a fairly common past-time activity in certain parts of the US.This also makes for a feeling of relatability for the watcher and feeds the desire to escape the stress/hardships of their everyday life, while strongly indicating that this is only fun and manly if they smoke Marlboro while doing it.