Welcome

1/27/2005

slide 24

Visual Manipulation

•Jack Landry, Marlboro brand manager: "In a world that was becoming increasingly complex and frustrating for the ordinary man,…the cowboy represented an antithesis -- a man whose environment was simplistic and relatively pressure free. He was his own man in a world he owned."

Wayne McLaren, Marlboro Man, dies of lung cancer at 51

While a government ban couldn't kill the Marlboro Man, the instrument that ended up doing the trick was the product itself. Two Marlboro men, Wayne McLaren and David McLean, died of lung cancer


	So if you see a cigarette ad, you might do some research and dig deeper: Recognize when you are being manipulated, check captioning, check provenance, remain skeptical. Maybe you’d find other images that suggest different values..…

	Marlboro Man was one of the images in the slide show we saw on the first day

	Jack Landry, the Marlboro brand manager at Philip Morris, saw an opening into which the cowboy fit like a glove. "In a world that was becoming increasingly complex and frustrating for the ordinary man," Landry explained, "the cowboy represented an antithesis -- a man whose environment was simplistic and relatively pressure free. He was his own man in a world he owned."

	Clarence Hailey Long, 1949 - Another Landmark Image
	LIFE: This is C.H. Long, a 39-year-old foreman at the JA ranch in the Texas panhandle, a place described as “320,000 acres of nothing much.” Once a week, Long would ride into town for a store-bought shave and a milk shake. Maybe he’d take in a movie if a western was playing. He said things like, “If it weren’t for a good horse, a woman would be the sweetest thing in the world.” He rolled his own smokes. When the cowboy’s face and story appeared in LIFE in 1949, advertising exec Leo Burnett had an inspiration. The company Philip Morris, which had introduced Marlboro as a woman’s cigarette in 1924, was seeking a new image for the brand, and the Marlboro Man based on Long boosted Marlboro to the top of the worldwide cigarette market.

	Very different Web site: While a government ban couldn't kill the Marlboro Man, the instrument that ended up doing the trick was the product itself. Two Marlboro men, Wayne McLaren and David McLean, died of lung cancer, but not before McLaren could testify in favor of anti-smoking legislation. Wayne McLaren, Marlboro Man, dies of lung cancer at 51

	Cancer image: http://www.ggg.ra.bw.schule.de/schueler/nonsmoke/mclaren.htm


	Try to teach this to my daughter when she asks for toy advertised on TV--describe ads