Print Ad Analysis

In this print ad, is printed in color and intended to promote the cigarettes from the brand Marlboro.
The ad is intended for women and men during the 1950's and 60's, who are higher-class and value luxury and social status. The purpose of the ad is to convince the audience that Marlboro cigarettes are superior and more luxurious to other cigarettes.

The appeal of luxury is utilized by portraying a middle-aged woman and man dressed in fancy clothes, the man wearing a suit and the woman wearing a tailored blouse, lighting a cigarette. The appeal of luxury is aroused as well as the exotic location Santa Catalina Antigua, in Guatemala. The appeal of aesthetic sensation is aroused through the impressive view of the mountains of Guatemala in the background behind the Santa Catarina arch. Both the location and the clothes of the subjects suggest the higher social class status of the characters as they are enjoying themselves while visiting a foreign country emphasizing the appeal to prominence.

The woman, dressed in an eyecatching red outfit, arouses charisma as she is portrayed as a bold and confident character. Both subjects have a desirable appearance (for the intended audience at this time period). These beautiful people is used to attract the attention of the audience as it might imply that the audience will look like them as well as achieving the ideal of appearance of that era. The physical appearance of the subjects, particularly the clothing and the setting, are used for association of the product with the desire of luxury and social status to which the cigarette provides a simple solution. The advert makes explicit claims that the Marlboro cigarette has a much finer and mild taste—providing a more luxurious experience of the product. The emphasis on the descriptive words of the product are used as intensity to hype the product.

The emphasis on luxury is significant as it is used as the major persuasive reason of why this product is superior. The woman clearly seems to value luxury most, as she is enjoying the cigarette and dressed boldly. The man seems to be ignored, as he is dressed in luxurious yet less bold clothing in contrast to the woman who is being marginalized as she is smoking the cigarette and dressed boldly. However this ad might imply a hidden message. The man lighting the woman's cigarette is significant as it might imply that he is in control of the pleasure of the cigarette, or it may suggest that the cigarettes are his as the woman doesn't have a lighter. Thereforee gender stereotypes might come into play as the man has control of the pleasure of the cigarette, as if the woman is not capable of lighting a sigarette on her own. The ad therefore suggests that the man uses the cigarette, which is highly valued by the woman as it luxurious, to impress or satisfy the woman who desires luxurious products. In addition this might highlight that the man has a higher income or status, as he is capable of buying the product whereas the woman receives them. This again touches gender roles as men, in this era, are often portrayed as superior as they are portrayed to be in control of providing luxurious cigarettes for the woman who does not buy or have these herself.