Hofstede Dimensions of National Culture

- Power distance

- Individualism

- Masculine – feminism

- Uncertainty

- Long-term orientation

The Marlboro man is one of the iconic commercial successes for American masculinity. Cigarette campaign by Philippe Morris has brought a huge success and economic power for the company. In our case, this is a great example for individualism. In the commercial, as we know, a though guy riding a horse and chasing a bull and doing his cowboy job, and at the same time smoking his “Marlboro” cigarette. As a campaign, the company focus on how this would be a good marketing material and most importantly, how they could reach all smokers (or potential smokers) all over the world. As you can guess, in this example masculinity is on main idea; however same company had successfully had launched other products using female models especially in the movies and such. As a brand, thin and more feminine looking cigarettes had been used such as brand “More.”

People increasingly has more educated about healthy and none healthy products and globalization taking a big part of the marketing campaign. When we apply Philip Morris example on this, easily we can recognize that they are focusing third world countries which they are already having an issue with public education. However, in their natural market, they are also producing some new products such as “American Sprits.” If you look at the label of this cigarette, you will see the dip note that saying “healthy cigarette.” Ironically there is no such thing “a healthy cigarette.” Conversely, companies like Philip Morris are still claiming that cigarette is not addictive and not kill people, yet it is taking its toll over the years and related cancers and deaths have always present twisted.

As a summery, as individualism a Marlboro man, as power distance “American Sprit” brand and taking advantage from low public education. As uncertain avoidance a health issues and how smokers ignore the facts. As masculinity and femininity they are...