Tobacco company documents about marketing to Hispanics for some reason reveal a much stronger concern with this group than any other that cigarette advertising aimed at men avoid depicting any nuances of homosexuality among the males in the ads. Great care is taken to focus-group test cigarette ads aimed at Hispanic males to "screen" the ads for images that could in any way be construed as being gay.
This R. J. Reynolds memo is an example of such focus group testing:
"The purpose of these focus groups was to specifically address the issue of homosexuality that arose in previous focus groups. Because masculine imagery is an important element in the Hispanic campaign, revisions were made in the generic executions to change elements contributing to the homosexual image...All groups felt that the relationship between the models in the ads was perfectly natural and that no homosexuality could be implied...
The Mexican American ads successfully communicated the desired user imagery of a masculine, hard-working man...
...As was the case with Mexican-Americans, Puerto Rican smokers did not feel that the models could be regarded as homosexuals... Respondents also stated that it was unlikely that an advertising campaign would ever use a homosexual as a model...
Cuban smokers felt that the relationship between the three models in the ad was perfectly natural and that no homosexuality could be implied. The masculine imagery of the models was unquestioned...
The memo also shows how RJR also took some care to avoid overt depictions of construction sites in ads aimed at Hispanic males, and to associate the cigarette with a jobs that Hispanics perceive as more "upscale" than a construction job, such as a supervisor or architect.
Fields
Quotes
The purpose of these focus groups was to specifically address the issue of homosexuality that arose in previous focus groups. Because masculine imagery is an important element in the Hispanic campaign, revisions were made in the generic executions to change elements contributing to the homosexual image...
MAJOR FINDINGS
Both the original and revised generic executions were perceived very favorably and appealed to all Hispanic groups. The preferred executions were characterized by periods of relaxation where the models interacted socially with their peers. Puerto Rican smokers and older Cubans also identified with the working situations as well as
with the locale...
All groups felt that the relationship between the models in the ads was perfectly natural and that no homosexuality could be implied. Rather, participants stated that comradery and closeness are understandable in any activity where men work together to accomplish a task, or take a break. Closeness was also viewed as an indication of
a good and long-established friendship. The masculine imagery of the models was unquestioned...
The Mexican American ads successfully communicated the desired user imagery of a masculine, hard-working man. Participants strongly identified with models having a Latin appearance and stated that they would not have associated with a model, had it been a "charro"(stereotypic depiction of Mexicans as found in Mariachi bands)...
...As was the case with Mexican-Americans, Puerto Rican smokers did not feel that the models could be regarded as homosexuals. There was an overall agreement that closeness between the models was a superb indication of a good and long-established friendship. This probably relates well with the Latin cultures which tends to value "warmth" and
"closeness" between friends. Respondents also stated that it was unlikely that an advertising campaign would ever usea homosexual as a model...
...A key factor contributing to the relative success of Marlboro among Puerto Ricans, however, appeared to be related to the element of "social pressure" or "peer pressure": "Marlboro is the 'in' cigarette" and "When everybody else smokes Marlboro..."
An important element that could somewhat hamper the perceptions that the Puerto Ricans may have of WINSTON could be related to their country of origin. In Puerto Rico, WINSTON is sold in packs of 5 or 6 in the rural areas and at a cheaper price, which makes it available to
what one respondent called "the common person." As one participant put it,there is a reluctancy to smoke a cigarette with a "downscale" perception...
Cuban smokers felt that the relationship between the three models in the ad was perfectly natural and that no homosexuality could be implied. The masculine imagery of the models was unquestioned.
Two of the Cuban ds successfully communicated the desired userimagery of a masculine, cut above, professional working man. The models in the ads were perceived to be of Latin or American origin, though not necessarily Cuban. The execution preferred by the younger participants was that of a "Man sitting at construction site. Smoking. Yellow shirt", because the model appeared natural, the construction was not so defined, and it was a break period when smoking seemed to be more appropriate. Older smokers overwhelmingly chose the execution of the "Architect at the drafting table in foreground" because the model was perceived as an upscale Latin aarchitect and they could associate WINSTON with a good job...
November 24, 1981
TO: Mr. C. L. Sharp
FROM: Mr. J. Pericas
RE: TOPLINE REPORT OF WINSTON HISPANIC FOCUS GROUPS
(MDD #81-1584)
Following is a summary of results of the WINSTON Hispanic Focus Groups
conducted in Los Angeles, New York and Miami the week of November 9,
1981.
The purpose of these focus groups was to specifically address the
issue of homosexuality that arose in previous focus groups. Because
masculine imagery is an important element in the Hispanic campaign,
revisions were made in the generic executions to change elements
contributing to the homosexual'image. These revised generic execu-
tions, together with two of the original generic executions, were used
in these focus groups.
MAJOR FINDINGS
Both the original and revised generic executions were perceived very
favorably and appealed to all Hispanic groups. The preferred
executions.were characterized by periods of relaxation where the
models interacted socially with their peers. Puerto Rican smokers and
older Cubans also identified with the working situations as well as
with the locale.
All groups felt that the relationship between the models in the ads
was perfectly natural and that no homosexuality could be implied.
Rather, participants stated that comradery and closeness are
understandable in any activity where men work together to accomplish a
task, or take a break. Closeness was also viewed as an indication of
a good and long-established friendship. The masculine imagery of the
models was unquestioned.
When respondents were asked their perceptions toward WINSTON adver-
tising versus Marlboro advertising (ads were not shown), the
reactions/attitudes toward WINSTON and Marlboro varied by group.
Among Mexican-American smokers, the Marlboro ad seemed to generate a
more clear, defined image whereas the WINSTON user's imagery was more
vague and/or defused. Puerto Rican smokers felt that the WINSTON
advertising was comparable to Marlboro. A good part of Marlboro's
success among Puerto Ricans was, however, attributed to the element of
"social pressure" or "peer pressure". Among Cuban smokers, WINSTON's
user imagery excelled relative to Marlboro. The WINSTON ads were seen
as more appealing and sophisticated, as the macho image of WINSTON was
more subtle. Marlboro advertising also appeared to be geared more to
the American public than to the Hispanic public like WINSTON, which
was considered to be a "plus" for WINSTON.
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DETAILED FINDINGS
Mexican-American Smokers
® Among Mexican-Americans, the generic executions were perceived very
favorably. The preferred executions were characterized by periods
of relaxation where the models interacted socially with their peers.
The ads where the models were too involved with their work generated
some negative comments, especially among the younger respondents.
Also favorably received were smoking situations where a model was
drawing hard on a cigarette, since it implied good taste and smoking
enjoyment. Mexican-Americans gave the highest overall approval to
the generic execution with "Right guy smoking, head up, enjoying it"
and the revised generic execution with "Left guy smoking, head up,
enjoying it", because they depicted the elements mentioned earlier.
The one ad that had a more negative response was the revised generic
with "Right guy smoking, left guy with blueprint", because the
models were concentrating on something other.than the flavor and
taste of the cigarettes.
The issue of homosexuality iti the generic ads didn't arise
spontaneously in the focus groups. Further, when probed about the
issue, respondents disclaimed that the situation implied that the
models were_posit:ioned too close to each other. Rather, partici-
pants stated that comradery and closeness are understandable in any
activity where men work together to accomplish a task, or take a
break, or light up a cigarette. They also indicated that the way in
which the-models were dressed, appearing clean and up-to-date, does
not suggest any extravagancy or superfluosness.
s The Mexican-American ads successfully communicated the desired user
imagery of a masculine, hard-working man. Participants strongly
identified with models having a Latin appearance and stated that
they would not have associated with a model, had it been a°'charro"
(stereotypic depiction of Mexicans as found in'Mariachi bands). The
execution with "Two guys, hacienda in background, left guy white
shirt" was rated the best because it looked like an after-work type
of situation, with workers taking a break, and it conveyed friendli-
_-
ness.
® In comparing WINSTON to Marlboro, older respondents appeared to be
more keen to product perceptions while the younger respondents put
special emphasis on imagery distinctions. The older Mexican-American
group generally depicted WINSTON and Marlboro as being very similar,
with the Marlboro product being somewhat stronger and the WINSTON user
being a bit more upscale and controlled iri his smoking. Younger ,
respondents, however, were more revealing when identifying differences
between WINSTON and Marlboro. While the Marlboro ad seemed to
generate a clear, defined image; the WINSTON user's imagery was more
vague and/or defused. The Marlboro user was clearly identified as the
cowboy, Texan, macho, rugged man. On an unaided basis, the WINSTON
ads were seldom recalled and only in a few instances they were
identified as representing a construction worker.
2
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Mexican-American Smokers (Cont'd)
9 When asked for the appropriateness of ethnic advertising for any
product (not only cigarettes), respondents strongly identified with
any sort of ethnic ads, on the grounds that it gave them a sense of
being recognized. In addition, the Spanish copy attracts their
attention more and some of them had problems understanding or
assimilating an English copy.
Puerto Rican Smokers
® In general, the generic executions appealed to the Puerto Rican
groups. The preferred executions depicted a social situation with
comradery as the main theme, and with some reference to a working
situation without imposing it. The two Puerto Rican groups liked the
revised execution with "Right guy smoking, left guy with blueprint".
They identified the models as being engineers and this mere element
reinforced their association with a more upscale type of work and a
more cut-above type of individual. Further, the execution was
somewhat remindful of Puerto Rico where building new structures is a
common thing. Interestingly enough, Puerto Ricans repudiated the
executions showing a construction worker with a helmet, due to the
fact that it was very stereotypic, thus confining them to the single
role of construction workers when they enjoy more diversified
positions within the American society. The other two generic
executions with favorable comments correspond exactly with those
selected by Mexican-Americans. The strongest elements of these
executions was the comradery depicted as well as the smoking pleasure.
As was the case with Mexican-Americans, Puerto Rican smokers did not
feel that the models could be regarded as homosexuals. There was an
overall agreement that closeness between the models was a superb
indication of a good and long-established friendship. This probably
relates well with the Latin culture, which tends to value "warmth" and
"closeness" between friends. Respondents also stated that it was
unlikely that an advertising campaign would ever use a homosexual as a
model.
® Among Puerto Ricans, the image of a WINSTON smoker was that of a
responsible, hard-working, macho man who knew what he was smoking and
held a strong brand loyalty. The WINSTON advertising was rated as
being comparable to the Marlboro advertising, however, Marlboro was
perceived to appeal to the younger segment of the smoking population.
When probed for the reasons why some of them smoked Marlboro,
respondents disclaimed that the advertising had had any effect on
them. A key factor contributing to the relative success of Marlboro
among Puerto Ricans, however, appeared to be related to the element of
11social pressure" or "peer pressure": . "Marlboro is the 'in' cigarette"
and "When everybody else smokes Marlboro..."
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Puerto Rican Smokers (Cont'd)
An important element that could somewhat hamper the perceptions that
the Puerto Ricans may have of WINSTON could be related to their
country of origin.. In Puerto Rico, WINSTON is sold in packs of 5 or 6
in the rural areas and at a cheaper price, which makes it available to
what one respondent called "the common person". As one participant
put it, there is a reluctancy to smoke a cigarette with a"downscale"
perception.
The issue of ethnic advertising for any product geared to the
Hispanics elicited a great amount of positive comments. Puerto Ricans
-like to see people like themselves in the ads as well as anything that
is remindful of Puerto Rico. Two factors that would detract from the
attractiveness of an ethnic ad are:
1. Direct translations of general audience campaigns -- were
perceived as potentially offensive.
. Portraying only poor people -- was viewed as stereotypic.
Cuban Smokers
Among Cubans, the generic executions were perceived differently by
younger and older respondents. While the older smokers found the
work location appealing, the younger respondents strongly opposed it
as being stereotype. Older respondents preferred the generic
execution with "Three guys. Right guy smoking and holding a
clipboard" as well as the revised generic ad with "Two guys. Left
guy with a clipboard". These ads communicated the user imagery of a
-masculine, hard-working man, a foreman interacting with subord-
inates. Older respondents viewed this type of job hierarchy
scenario as potentially good. Younger participants were more keen
on the generic ad with "Right guy smoking, head up, enjoying it",
since it represented a relaxed, more social type of situation. The
other ads elicited mixed responses, because they would have
preferred the Latin models to look more formal or less casual and
found it hard to identify with the construction site.
Cuban smokers felt that the relationship between the three models in
the ad was perfectly natural and that no homosexuality could be
implied. The masculine imagery of the models was unquestioned.
Two of the Cuban ads successfully communicated the desired user
imagery of a masculine, cut above, professional working man. The
models in the ads were perceived to be of Latin or American origin,
though not necessarily Cuban. The execution preferred by the
younger participants was that of a "Man sitting at construction
site. Smoking. Yellow shirt", because the model appeared natural,
the construction was not so defined, and it was a break period when
smoking seemed to be more appropriate. Older smokers overwhelmingly
chose the execution of the "Architect at the drafting table in
foreground" because the model was perceived as an upscale Latin
architect and they could associate WINSTON with a good job.
Page 5: jop19d00
Cuban Smokers (Cont'd)
® Among Cubans, WINSTON's user imagery excelled relative to that
encountered among Puerto Ricans and Mexican-Americans. The image of
a WINSTON smoker was that of a 25-40 year old male, macho, sophisti-
cated worker with more class. Several Cubans felt that the Marlboro
advertising was a copy of WINSTON, but the WINSTON ads were more
appealing and sophisticated. Concerning the Hispanic advertising,
Marlboro elicited some negative comments because it appears to be
geared more to the American public, not to the Latin public like
WINSTON. However,, Cuban smokers recognized that the Marlboro cowboy
represented an evocative image of some power. The macho image of
WINSTON was defined as more subtle and sophisticated, whereas
Marlboro's macho image was more predominant.
® Ethnic advertising for consumer products in general was viewed very
favorably. Cuban smokers commented that the number of Latins has
increased substantially over the past years, but ethnic_ads have not
kept pace with the growth of population. As was the case with the
other-groups, one important element was the perceived sense of being
recognized as a group. It was also stated that a Latin identifies
more with ethnic advertising than with a cowboy.
cc: Mr. H. E. Osmon
Ms.
Mr.
Ms. M.
G.
S. D.
A.
Y. Harris
Thoma
Evans
