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advertise new variants of Marlboro cigarette. The advertisers used the words; such as open, new, cool, expect, spirit, and others to give satisfaction to consumers if
they consumed the new variant products of Marlboro cigarette. The example of slogan related to the satisfaction was the slogan of Marlboro Lights “The spirit of
Marlboro in a low tar cigarette.” The slogans described that Marlboro cigarette had new variant of the cigarette. The cigarette was in low tar but the consumers
would still get the special taste of Marlboro cigarette if they consumed Marlboro Lights.
Besides, pioneering stage is to show that a product now exist although it already had been recognized but previously cannot have been fulfilled. The slogan
of Marlboro Gold Pack 100’s, the Longhorns come to Marlboro country was the other example of pioneering stage. The advertisers wanted to show that a new
product of Marlboro cigarette now exist with different variant which longer, bigger, and more solid cigarette than other variants so it could fulfill consumers’
need. The other slogans of Marlboro cigarette advertisement which used pioneering stage were Marlboro 1924, Marlboro 1950, Marlboro Blue Ice,
Marlboro Black, Marlboro Earth, Marlboro Skyline, and Marlboro Blend No. 54.
b. Competitive Stage of Marlboro Cigarette Advertisement Slogans
In competitive stage, the advertisers guide the people to choose their product which is available in the market. They want to prove that their product is
better than others. In competitive stage, the advertisers have to show their product quality and uniqueness to make customers buy their product. Competitive stage
was used by eight Marlboro cigarette variants. Competitive stage indicated in PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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some variants of Marlboro cigarette because the advertiser showed the uniqueness of the cigarette through the slogans. For instance, the slogan of Marlboro Blue Ice,
open the new world of fresh taste. The words choice of the slogan was the strategy of advertisers to guide people to choose Marlboro Blue Ice which has fresh taste.
The advertiser thought that Marlboro Blue Ice was the only cigarette with fresh taste.
Then, the slogan of Marlboro Lights, the spirit of Marlboro in a low tar cigarette also used competitive stage. The advertiser wanted to tell to people that
Marlboro Lights had the uniqueness that was the spirit which contained in low tar cigarette of Marlboro Lights. Other slogans which used competitive stage were
Marlboro 1924, Marlboro 1950, Marlboro Gold Pack 100’s, Marlboro Earth, Marlboro Skyline, and Marlboro Blend No. 54. Competitive stage used in those
slogans to compete with other cigarette brands.
C. Retentive Stage of Marlboro Cigarette Advertisement Slogans
Retentive stage is used to remind the customers about the product which still exists in the market. This technique is to maintain the existence of a product.
In Marlboro cigarette advertisement slogans, there were three slogans which used retentive stage. It appeared in Marlboro 1977, Come to where the flavor is, come
to Marlboro country, Marlboro Gold Pack 100’s, The Longhorns come to Marlboro country, and Marlboro Lights, the spirit of Marlboro in a low tar
cigarette. Those slogans used Marlboro word to remind people about Marlboro cigarette which still exist in the market so people would not forget about Marlboro
cigarette products. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
