USC Tobacco Industry Monitoring Project Collection
IMAGE ATTRIBUTES OF CIGARETTE BRANDS
Abstract
This document describes the imagery associated with individual cigarette brands, which may or may not be intentional. Some of the associations are quite amusing. It is unclear whether this document was the result of focus group testing or not, but it appears that is was. It is interesting that smokers of TRUE brand cigarettes are perceived as "Female -- very hyperactive, runs around in circles but doesn't get anything done, all activity, but no progress--flutter-brained, surface value only." Users of MORE brand cigarettes are female: "Woman -- liberated, but not ball-busting," and users of generic cigarettes are felt to be "Not mentally stable ...imageless,hobos, tramps, rag pickers."
Fields
- Quotes
PALL MALL Rustic, older man out in the country, relaxed, sitting back in a rocking chair whittling away on a piece of wood--had worked hard for a living--heavy work, not a desk job--cowboy, farmer, blue collar, a real laborer. Macho, rugged, rough, tough, no frills, not luxurious, versatile, out-doorsy, takes a bull by the horns. Beverage: Whiskey/bourbon/scotch - straight up. Fabric: corduroy, flannel, cashmere Personality: Frank Sinatra, Clint Eastwood PALL MALL GOLD 100's Woman's version Elderly lady, well-to-do, ritzy, dripping with diamonds, out-doorsy, active, on-the-top, lady office worker, not involved in a "man's job," classy... VANTAGE Feminine -- housewife at a bridge game, strictly a social smoker who needs a prop Someone trying to quit Ghosts Very frivolous, all surface value, flaky Beverage: kiddie cocktail, water. Fabric: silk, voile, chiffon, sequins Personality: Bo Derek, Donna Summers TRUE Female -- very hyperactive, runs around in circles but doesn't get anything done, all activity, but no progress--flutter-brained, surface value only. Frivolous A TRUE smoker is not a true smoker. Fabric: silk, voile Personality: Bo Derek, Victoria Principal... MORE Woman -- liberated, but not ball-busting. Strong, powerful, agressive. Confident, secure, not an insecure thought in her mind, nothing phases her, together, outspoken. Stubborn - nothing/nobody will dissuade her Very professional, president of a company Smokes in any situation, prepared to be noticed and get comments. Doesn't give a damn what anybody else things. Debonair. Beverage: Strong "woman's drink"/martini/highball/brandy Fabric: real suede, not ultrasuede Personality: Gloria Steinem, Lauren Bacall, Katherine Hepburn, Bette Midler, Jane Fonda, Barbara Walters MORE LIGHTS Wishy-washy, trying to be tough but not really making it, suggestible, looking for an image. Personality: Victoria Principal, Barbara Walters. BEL AIR Male outdoor type, sunny, lying ont he beach, wearing skimpy bikini or regular short, easy going, might be for show or "selling himself." Male homosexual, "fem fem" type, not "a man with hair on his chest." Coupon aimed at women, but product sold to gay men to capture gay market. Beverage: Wine. Perrier in cut-glass tumbler, water, gin and tonic. Fabric: velvet, silk, lace. Personality: Liberace, Jim Nabors, Jonathon Winters, Paul Lynde, Truman Capote. VICEROY Retired doctor with glasses and a thick moustache Military-ish man -- very organized, makes time to smoke, rigid, set in his convictions, could say anything convincingly. Airline pilots in uniform. Hard working, macho but relaxed, can handle any situation in relaxed mannner, doesn't care about price, seeks the best, button-down mind. Beverage: Scotch on the rocks or straight up. Fabric: Wool serge. Personality: Orson Welles, Alexander haigh, J.R. Ewing, Frank Sinatra. TAREYTON Older generation, teenagers just starting to smoke, experimental. Dusty guy at a rodeo all day. Middle-of-the-road woman, not dumb, not recognized instantly. Beverage: Vodka. Fabric: Cotton, wash and wear fabrics. Personality: Paul Newman, Joanie from "Joanie loves Chachi," Joan Rivers. MERIT Male executive -- stress person trying to quit. Woman on the go, pressured. Flighty woman, dumb blonde, couldn't depend on Friendly Hyper Really doesn't enjoy smoking, or doesn't have time to enjoy it. Beverage: non-drinker, kiddie cocktails, buttermilk. Fabric: Cotton, Silk, Voile. Personality: Zsa Zsa Gabor, John Ritter, Lonnie Anderson, Bo Derek, Donna Summers. CARLTON A non-smoking smoker, desperate, little old lady, trying to quit, puny, squeaky, whimp, poor taste, someone in a nursing home. Beverage: Generic beer/water/sanka Personality: Robert Young/Tom Snyder/Marlon Brando/Woody Allen GENERIC Cheap, economically --Not mentally stable Nondescript, imageless Hobos, tramps, rag pickers Personality: Tom Snyder/Tim Conway/Warren Beatty/Don Knotts CAMEL Masculinity, WWII, everybody's father, heavy drinker, heavy smoker, addicted smoker, tatoos on arms...bikers, laborers, guys working construction, longshoremen, Marine Corps. Serious to the extreme, intense NO bullshit person Hunter, fisherman, safari, in a jeep. LIGHTS A nerd, a parody, play-acting, no guts, a mimic. CAR: '45 pickup truck/'53 chevy with chrome exhaust/jeep/motorcycle/rugged/Harley Davidson/monster truck/special jeep with oversized tires.
- Target Market
- Gay
- Strategy
- No
- Message
- None
- Subject
- advertising
- Advertising campaigns
- Gay
- Imagery
- marketing
Document Images
