Wife: Because, I want to die before you. Men die first and women visit graves, I don't want that.
- "Prague Etude"
This is the most selfish, but most convincing, and most romantic reason to smoke I've ever heard. The cunning Czech humor gives women a legitimate reason to smoke.
Until then, smoking seemed to be the preserve of men—and the history of Marlboro just happened to testify to that.
Marlboro Marlboro, manufactured by the British Philip Morris Tobacco Company, the name Marlboro comes from Great Marlborough Street, where its London cigarette factory is located. In 1902, the London-based Philip Morris Tobacco Company opened a branch in New York and sold brands including Marlboro.
But for a period of time, although the number of smokers in the United States was rising every year, the sales performance of Marlboro cigarettes was not satisfactory.
Not long after the end of the First World War, many American young women pursued instant music, indulged in champagne and jazz, and lived a life of drowsiness and dreams all day long. The smell of cigarettes can just make people self-anaesthetize and forget the psychological trauma caused by World War I. It is against this background that Marlboro's carefully crafted slogan in 1924 came out - Mild As May, as mild as the weather in May - the operators wanted to come up with such a feminine image, gentle and pure, Proud of the unforgettable slogan.
But in the following period, Marlboro did not sell as much as its operators had hoped, so what went wrong? Marlboro was in trouble for a while.
In 1954, this thorny problem was handed over to the famous marketing planner Leo Burnett. After in-depth analysis of the cigarette market, Leo Burnett came to a conclusion that Marlboro cigarettes need to be "transgender", because the main appeal of cigarettes is not gentle and pure women, but rough and bold men.
Under the guidance of this "male cigarette" idea, the image of Marlboro has undergone a complete change - the Marlboro with rouge temperament is gone, replaced by an American cowboy image with deep eyes, rough skin, and a rough and arrogant body. . In the advertisement, the western cowboy riding a horse is galloping on the endless prairie. His sleeves are rolled up high, revealing his hairy arms. No matter when and where he is, he always has a slowly tucked between his fingers. Smoking Marlboro.
In the subsequent series of advertisements, Marlboro has always emphasized its masculinity, using the wild and uninhibited American western cowboy as its brand image, in order to attract all male consumers who pursue this style. Even Marlboro's English Marlboro has been interpreted as a sentence full of iron man's tenderness - Men Always Remember Love Because Of Romance Only.
Since then, he has shown Marlboro cigarettes in the image of a strong and iron man, and started his global expedition for more than half a century, which is still going on.
Because Marlboro's brand marketing strategy was so successful, that is, since then, cigarettes, a consumer product, have gradually become exclusive to men, while women have to work hard to find a proper reason for smoking, otherwise they will be like "Prague Exercise" Like the wife in the song - secretly smoked.
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