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Marlboro (,〔(After Bans, Tobacco Tries Direct Marketing ) (audio on page)〕 or ) is the best selling brand of cigarettes in the world. It is made by Philip Morris USA (a branch of Altria) within the United States, and by Philip Morris International (now separate from Altria) outside the United States. It is well known for its billboard advertisements, magazine ads of the Marlboro Man, and its long associated history in the sponsorship of motorsport. Richmond, Virginia, is the location of the largest Marlboro cigarette manufacturing plant. == History == Philip Morris launched the Marlboro brand in 1924 as a women's cigarette, based on the slogan "Mild As May". The name was taken from a street in London where PM's British factory was located. However, as early as 1885, a brand called "Marlborough" was already being marketed as a "ladies' favorite" by Philip Morris & Co. In the 1920s, advertising for the cigarette was primarily based around how ladylike the filter cigarette was, in an attempt to appeal to the mass market. To this end, the filter had a printed red band around it to hide lipstick stains, calling it "Beauty Tips to Keep the Paper from Your Lips". After scientists published a major study linking smoking to lung cancer in the 1950s, Philip Morris repositioned Marlboro as a men's cigarette in order to fit a market niche of men who were concerned about lung cancer. At the time, filtered cigarettes were considered safer than unfiltered cigarettes, but had been until that time only marketed to women. Men at the time indicated that while they would consider switching to a filtered cigarette, they were concerned about being seen smoking a cigarette marketed to women.〔 The red and white package was designed by the Designer Frank Gianninoto. The repositioning of Marlboro as a men's cigarette was handled by Chicago advertiser Leo Burnett. The proposed campaign was to present a lineup of manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series. While Philip Morris was concerned about the campaign, they eventually gave the green light.〔 Within a year, Marlboro's market share rose from less than one percent to the fourth best-selling brand. This convinced Philip Morris to drop the lineup of manly figures and stick with the cowboy,〔 later known as the Marlboro man. From 1963 the television advertisements used Elmer Bernstein's theme from ''The Magnificent Seven''. In order to comply with a 2006 court ruling in ''United States v. Philip Morris USA, Inc., et al.'', Philip Morris (and all other cigarette companies) is now prevented from using words such as "Lights", "Ultra-Lights", "Medium", "Mild", or any similar designation that yields a false impression that they are safer than regular full flavor cigarettes. Thus Marlboro and other cigarette companies must use only color-coding instead; for example Marlboro Lights are now called Marlboro Gold Pack. Philip Morris responded to the popularity of Pall Mall, the number three brand, by pushing Marlboro Special Blends, a lower-priced cigarette. ''Last Week Tonight'' produced a TV episode which aired on February 15, 2015, with a segment about the tobacco industry. The comedian John Oliver created a new mascot for Phillip Morris International, the makers of Marlboro cigarettes, named Jeff the Diseased Lung.〔()〕〔()〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Marlboro (cigarette)」の詳細全文を読む スポンサード リンク
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