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RJ Reynolds

the Winston Brand Image. Cigarette Brand Images.

Date: Nov 1982
Length: 91 pages
504403996-504404086
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Fields

Type
REPORT
Attachment
3958 -4087
Named Person
Stewart, J.
Philip Morris
Wayne, J.
Reagan, R.
List, O.F. Famous People
Era
Newman, P.
Gere, R.
Grant, C.
Fonda, J.
Eastwood, C.
Somers, S.
Reynolds, B.
Stallone, S.
Parton, D.
Sinatra, F.
Kennedy, T.
Davis, B.
Carter, L.
Olivier, L.
Carson, J.
Kissinger, H.
Kennedy, J.
Haig, A.
Nixon, R.
Goldwater, B.
Ford, G.
Hoffa, J.
Walesa, L.
Taylor, E.
Ono, Y.
Snyder, T.
Lewis, J.
Davis, S. Jr
Garner, J.
Majors, L.
Stanwyck, B.
Autry, G.
Ranger, L.
Evans, D.
Stabler, K.
Bronson, C.
Nelson, W.
Turner, T.
Selleck, T.
Gable, C.
Redford, R.
Douglas, K.
Hamilton, G.
Devil
Churchill, W.
F Joe
F Rocky
Marvin, L.
Recipient
Rjr
Date Loaded
27 Feb 1998
Request
Minnesota
1rfp93
Site
Guess He
Mgr
R&D
Applied R&D-Packaging Tech
Author
Social Research
Levy, S.J.
Robles, A.G.
Box
Rjr2497
Characteristic
Marginalia
Brand
Barclay
Benson & Hedges
Camel
Camel 85
Camel Lights 85
Camel Non Filter 70
Carlton
Chesterfield
Lucky Strike
Marlboro
Merit
Pall Mall
Raleigh
Salem
True
Vantage
Virginia Slims
Winston
Winston 85
Winston Lights 85
Winston Ultra Lights 85
UCSF Legacy ID
qia75d00

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Page 61: qia75d00
l I U i I I I 97 In naming famous people who would smoke Winston, Marlboro smokers include more women and fewer ruggedly masculine types. Their rationales, gen- erally more negative in tone, take one of four directions. -- They see Winston as an old cigarette that would be favored by older people. "Lawrence Olivier. He's an older, con- servative person." "Johnny Carson. He seems the older gentle- man type." They define Winston as a conservative cigarette for middle-of-the-road smokers. These people often have higher status and are labelled as successful achievers. "Henry Kissinger. He's a middle-of-the- road-type person, and that's the status of the cigarette, by my personal observa- tion. I think of Kissinger as a #2 person, like Winston.r' "John Kennedy. Winston seems like a cigar- ette that businessmen smoke." "Conservative politicians would smoke Winstons : Alexander Haig, Richard Nixon, Barry Gold- water, Gerald Ford. It's an old, conserva- tive brand." They also attach a lower-class trait to the Winston brand. Based on their personal assumptions as well as their recall of the advertising, they often see blue-collar workers smoking it. "Jimmy Hoffa. He was the type of blue-collar worker who came up the ranks to head a blue-collar union."
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98 "Lech Walesa. Every time you see the man, he has a cigarette in his hand. As a repre- sentative of a worker's union, he exemplifies the ideal of the working man Winston smoker." "Clark Gable. He smoked, and there was something low-class about him. Winstons were very popular back then." -- Many Marlboro smokers think of Winston as a mild cigarette. As such, they see it as suitable for women and for people who smoke heavily and do not want to suffer ill effects. "Elizabeth Taylor. She's a strong lady and she'd want taste from her cigarette, but she wouldn't want it to be too strong or harsh." "Ronald Reagan. He's not rough and tough, and Winston is not a cigarette for a rough and tough person. It's mild." "Yoko Ono. She's a chain-smoker and you could chain-smoke Winstons and they won't kill you or ruin your throat. Tom Snyder also smokes a lot. You couldn't chain- smoke a Marlboro." Camel and Other Brand smokers name very few women as famous Winston smokers. The main thrust in their imagery is of a man who is comfortable with his mas- culinity and who wants a cigarette that is not too strong and not too mild. They include moderation and conservatism in their perception of this brand. "Henry Kissinger. fie's a moderate, not wishy-washy." "Burt Reynolds. He's masculine but not macho." I I I I I r I I- I t F I L I
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f I I i. i 1 I I V I 99 "Jerry Lewis. He was smoking all the time on a recent telethon, and I don't think he could smoke a real strong cigarette and continue smoking it for 24 hours." "Sammy Davis, Jr. He smokes a lot, and I think he could smoke a filtered, milder type cigarette so he could smoke more of them." "James Garner. He's not a real tough guy to want a real strong cigarette, but he wouldn't smoke a low tar, either, because that would be too weak." Table 8 presents the associations to famous Marlboro smokers, again broken out by brand groups. In their list, Winston smokers name only four women as Marlboro smokers. They include many Western fig- ures, predictably led by John Wayne, Clint Eastwood and Burt Reynolds. They follow two main themes in explaining their selections. First, Winston smokers play back the persistent promotional theme of A1arlboro Country, so any- one who is associated with the West seems likely to smoke this brand. "John Wayne. He comes across as the cowboy type that is shown in the ads, and I can picture him sitting on a horse smoking a Marlboro." "Lee Majors. He looks like a cowboy, and I relate Marlboros to cowboys. Also Barbara Stanwyck. She looks like a cowgirl." "Burt Reynolds, John Wayne, Gene Autry, the Long Ranger, Dale Evans: they all fit the cowboy image." -- Second, there are some Winston smokers who resist and deny the appeals of Marlboro's image and promotion. They feel that it is more aptly OD
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100 TABLE 8 • SPONTANEOUS ASSOCIATIONS TO FAMOUS MARLBORO SMOKERS (Each name below was mentioned once in each smoker group, unless otherwise indicated) WINSTON SMOKERS Entertainment Politics John Wayne (16) Ronald Reagan (2) Clint Eastwood (5) Michael Stanley Dukakis (former Burt Reynolds (4) Governor of Massachusetts) Tom Selleck (4) Richard Nixon Robert Redford (4) Charles Bronson (2) S orts Lee Marvin (2) Ken Stabler Dan Blocker (2) Dick Butkus Kirk Douglas J. R. Ewing Robert Conrad None (1) Cliff Robertson Jim Davis Marlon B rando Scott Baio Jack Klui;n-jan James Bond William Holden Robert Blake Lee Majors Gene Autry The Lone Ranger Neil Diamond Rock Hudson James Dean Charlton Heston Jerry Lewis James Garner Roy Rogers Jodi Foster Barbara Stanwyck Dale Evans Carol Burnett F I I I I I I I I i I F L L l ~ L
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I 101 i I I I r I I I U i : TABLE 8 (continued) SPONTANEOUS ASSOCIATIONS TO FAMOUS MARLBORO SMOKERS (Each name below was otherwise indicated) MARLBORO SMOKERS Entertainment John Wayne (15) Clint Eastwood (8) Burt Reynolds (6) Tom Selleck (5) Frank Sinatra (2) Clark Gable (2) Robert Redford (2) Paul.:-Newman (2) Johnny Carson Telly Savalas Gary Cooper Jack Nicholson Lorne Green Michael Landon Willie Nelson James Stewart Richard Boone Charles Bronson James Caan George Carlin Elvis Presley Dean Martin Steve McQueen J. R. Ewing Don Meredith Robert Blake Richard Long James Garner Steve Perry Mick Jagger Clark Kent John Belushi Phil Collins Jan-Michael Vincent Roy Rogers Humphrey Bogart Farrah Fawcett Katharine Hepburn Rita Hayworth Elizabeth Taylor Connie Stevens Doris Day mentioned once in each smoker group, unless 0 Politics John F. Kennedy (2) James Watt Jerry Brown Jimmy, Carter Theodore Roosevelt Ronald Reagan Historical Abraham Lincoln Other Ted 'Turner (2) George Plimpton Zane Grey Ernest Hemingway "Cowboys" None (1)
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102 TABLE 8 (continued) SPONTANEOUS ASSOCIATIONS TO FAMOUS MARLBORO SMOKERS (Each name below was mentioned once in each smoker group, unless otherwise indicated) CAMEL SMOKERS "OTHER" SMOKERS Entertainment Entertainment John Wayne (8) John Wayne (9) Tom Selleck (5) Burt Reynolds (3) Johnny Cash Clint Eastwood (2) Telly Savalas Humphrey Bogart (2) Robert Redford Tom Selleck (2) George Hamilton Charles Bronson (2) Jim Davis Ed Asner Jerry Lewis James Garner Errol Flynn Gary Cooper Kirk Douglas Sylvester Stallone Kris Kristofferson Joe Namath Burt Reynolds Sam Elliott Clint Eastwood Maurice Chevalier Jim Brown Jane Fonda Lauren Bacall Grace Slick Politics 13arbra Streisand Ronald Reagan Historical John F. Kennedy Theodore Roosevelt Leonardo da Vinci Abraham Lincoln Historical Sports Jesse James Delvin (British golf pro) Sports Other Ken Stabler Howard Hughes None (1) "Cowboys" I I I i ~ i I I i I I I E I L L I L
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I ~ I ~ 103 suited to rough, undesirably masculine types. In their opinion, the macho image is a sham, a pretentious camouflage for the insecure. "Richard Nixon. He's still trying to prove something and he's obnoxious enough to fit the image of the brand:' 1; I I I I 1 1 "Ken Stabler. He's a football quarterback, but in off-season he puts on a cowboy hat and boots, and puts on the image of the Marlboro Man." "Charles Bronson. I guess it's the roles he plays. He always plays a tough guy, somebody on the outside of the law. Lee Marvin, seems like he drinks a lot. He seems ragged." In naming famous people who would smoke their brand, Marlboro smokers are single-minded and even obsessive in naming people who belong in Marlboro Country. They repeatedly give the cliched explanations of macho and muscle to ex- plain their selections. "John Wayne, Willie Nelson, Ted Turner, Jimmy Stewart. I can lump them all into the same explanation. They're rugged, individualistic, their own person, active and outdoorsy." "Tom Selleck reminds me of the Marlboro Man, the mustache and the muscles." "John Wayne and Clint Eastwood. They're rugged, macho, outdoor men." "John Wayne is as rugged as they come, like the Marlboro Man, only more so." "Clark Gable. He gave the appearance of being a very rugged human being. The illusion is given in the advertising that rugged people smoke it. Robert Redford also fits the category of being a man's man."
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104 I I Camel and Other Brand smokers tend to follow the Winston smoker pattern in describing famous Marlboro smokers. On the one hand, they, too, name people who seem to approximate the model in the ads. On the other hand, they seem amused at the transparency and underlying affectation in the Marlboro image. "John Wayne and Kirk Douglas, both have a rough-guy image. Tom Selleck. He has the macho image and would enjoy a strong cigarette." "Tom Selleck. He did the ads for them. I think he's the exact type that the Marlboro advertising goes after." "George Hamilton. Someone who is not as wonderful as he thinks he is. When I was growing up, the guys who wanted to be very cool smoked Marlboro." , All the cowboys in the world, drugstore and otherwise." Symbols Respondents were shown pictures of 14 symbols and were asked which two of these came closest to fitting how they felt about one of six cigarette brands. Results are presented in Table 9. Winston. For the total sample, the three symbols most o~`ten associated with this brand are the globe (for Winston's worldwide popularity), the medal (for its good taste and popularity) , and the trees (suggesting a refreshing smoking ex- perience). Winston smokers go along with these symbols, also adding the sun to indicate the bright and relaxing ideas they have about smoking the brand. I I I I I I I f L L R O O~ I W
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I I I i r I i I P70..,: 0- s ! PICTURES #1 DEVIL 105 #8 BEEF .ff MLSER #2 SS 4104 SUN #3 GLOBE #4 CORNUCOPIA #5 MEDAL #6 CIRCUS #7 TREES ..--.._.r- : J . -LA.; I-A #10 GUN #11 DOG #14 FLAG
Page 70: qia75d00
106 I TABLE 9 ASSOCIATIONS OF SYMBOLS TO CIGARETTE BRANDS I N=120 I Winston Marlboro Camel Total Smokers Smokers Smokers "Other" Smokers (N=120) (N=40) (N=41) (N=19) (N=20) I WINSTON Devil 10% 5% 9% 16% Sun 16 23 9 16 15% 15 I Globe 33 36 27 43 30 Cornucopia 6 6 12 - - Medal 22 38 15 10 Circus 12 8 22 11 15 - I Trees 20 23 12 37 15 Beef 15 18 14 5 Miser 5 - 7 10 20 - I Gun 12 3 20 5 20 Dog 13 8 14 5 30 Diamond 13 18 12 16 - Chemicals 9 - 12 10 20 Flag 15 21 10 11 20 No response 2 - 2 5 TOTAL 200% 200% 200% 200% 200% MARLBORO Devil 12% 16% 15% - 10% Sun 14 10 22 10 10 I Globe 1.7 18 17 16 15 Cornucopia 2 3 2 - - Medal 17 8 32 11 Circus 6 11 7 5 10 - F Trees 30 25 25 27 50 Beef 31 31 29 47 20 Miser 1 - - - 5 Gun 24 33 14 33 20 Dog 8 13 - 5 15 Diamond 11 8 19 - Chemicals 2 3 - - 10 5 L Flag 26 23 17 47 30 No response 2 6 - V- _ TOTAL 200% 200% 200% 200% 200% Note: Totals add up to 200% because each respondent was asked to select two symbols for each brand. ~ l ~ ~ o - r o+ v+ i _

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