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each slogan to advertise the products. The result of the analysis of Marlboro cigarette advertisement slogans could be seen in The Table 4.3
Table 4.3 The Persuasion Techniques in Marlboro Cigarette Advertisement Slogans
Variety Pioneering
Stage Competitive
Stage Retentive
Stage
Marlboro 1924
Marlboro 1950
Marlboro 1977
Marlboro Gold Pack 100’s
Marlboro Blue Ice
Marlboro Black
Marlboro Lights
Marlboro Earth
Marlboro Skyline
Marlboro Blend No. 54
a. Pioneering Stage of Marlboro Cigarette Advertisement Slogans
The aim of pioneering stage is to introduce a new product to consumers. Kleppner 1986 says that pioneering technique is used by advertisers to convince
customers that their products have good quality and can satisfy the customers. There are 90 Marlboro cigarette advertisement slogans used pioneering stage to
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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
