Question
Read the sentence from paragraph 3:
"While both the Leo Burnett Co. and Philip Morris gathered their thoughts, knowing that they wanted to shift
their consumer focus to men, they came up with the idea of presenting the Marlboro brand, not as a health
alternative to non-filtered brands, but as a cigarette especially made for rugged archetypal masculine
characters."
How does the sentence contribute to the idea that the Marlboro Man campaign was an example of emotional
branding? [RI.5]
A. It illustrates that Marlboro highlighted the tough persona of a masculine man rather than details about
their product.
B. It describes Marlboro's strategy of focusing on men's health concerns through the strong, pure image of
the Marlboro Man.
C. It explains how Marlboro rejected the image of cigarettes as unhealthy and instead emphasized how
active the Marlboro Man was.
D. It demonstrates that Marlboro sought to benefit from the fact that their filtered cigarettes were a
healthy alternative for many people.
Answer
A. It illustrates that Marlboro highlighted the tough persona of a masculine man rather than details about their product.