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04 OCTOBER 2013

California Department of Public Health: The Marlboro Man Recoded

"Brands are about meaning. In this case, Leo Burnett was able to transform a mild woman's cigarette into a rugged masculine product virtually overnight by using iconic imagery. The brand was literally re–imagined and thrust into the number 1 position as a result. The state of California realized that they needed to disempower this same iconic imagery and bluntly point out that even rugged cowboys can suffer serious diseases like lung cancer, emphysema, and heart disease caused by smoking."

(Kurian M. Tharakan)

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TAGS

19241954advertising campaign • Asher and Partners • California Department of Public Health • cancer • cigarette addiction • consumer brandscowboycritical commentaryculture jamming • David McLean • Dick Hammer • disarmamentdiseaseemotive manipulation • emphysema • gendered brandsharmful effects • heart disease • iconic imagery • impotence • Leo Burnett • lung cancer • Marlboro (cigarette) • Marlboro Country • Marlboro Cowboy • masculinityPhilip Morrispublic health campaignre-inscriptionre-purposerecoding • renarrativize • ruggedsmoking causes impotencesmoking cigarettes • smoking related diseases • tobacco industry • Wayne McLaren

CONTRIBUTOR

Simon Perkins
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