Tuesday, December 11, 2007

Il Fumo Uccide

Image of pack of Marlboro cigarettes reading "il fumo uccide" or "smoke kills". 

Cigarettes in Italy have a label like this. I don’t smoke so I’m not 100% sure, but I don’t think the cigarettes in the US are labeled as in the photo above. I’m always amazed at the marketing angle which is essentially “Marlboro Smoke Kills” if you read it altogether. Which, in my mind, demands the implied secondary message “WE DARE YOU!” I’d like to know how effective the blatant packaging has been. Will there always be some % of those that smoke? What’s the next step, small electrical shocks when you open the package? I’m not down on those that smoke, just interested in how messages like this work or don’t work.

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