Marlboro used a cowboy to advertise its cigarettes for a number of years. "The Marlboro Man" became a central character through which the company delivered its advertising message. This is an example of:
A)testimonial advertising execution technique.
B)demonstration advertising execution technique.
C)use of personality symbols in the execution of ads.
D)use of testimonials in the execution of ads.
E)use of ambassadors in the execution of ads.

Question

Quizplus · Accepted Answer

The use of the cowboy as the Marlboro Man is an example of using a personality symbol in the execution of ads. The cowboy was used to convey certain values and ideas associated with the American West, such as ruggedness and individualism, which were then associated with the Marlboro brand of cigarettes.

Marlboro Used a Cowboy to Advertise Its Cigarettes for a Number