Advertising communication is based on unique perceptions and attitudes of consumers, their cultural and social values. The advertisement selected for analysis is a controversial one as it promotes tobacco and cigarette smoking. This advertisement was selected for analysis because it represents one of the most popular brands, Marlboro, and its unique description and representation of culture and cultural environment. The analysis of the advertisement will be based on meaning transfer. “Meaning transfer” is based on unique issues and perceptions of the ad. In this ad, affect and cognition have each been assumed to play a major role in consumers’ reactions to Marlboro advertisements. There are many ways to see this, but one of the most obvious is simply to look at the two historically dominant ways of assessing advertising effectiveness (McCracken, 1986). When customers see the ad, there are cognitive (especially memory) measures of meaning transfer. These measures are based on the assumption of “the more”, “the better”, although the actual reasons for why this should be the case have never been fully articulated. On the other hand, there are also effective measures of advertising effectiveness based on meaning transfer principles such as attitude toward the brand, attitude toward the ad, and so on (Martin and Matta, 2006). The Marlboro ad shows that the meaning transfers through cultural symbols and images such as an image of a cowboy and a strong man. The underlying reason for this attention is clear: mood matters. Mood effects, some of which are quite large, have been reported from several different laboratories and by researchers of widely divergent theoretical persuasions (Martin and Matta, 2006). Moreover, a wide array of issues and mood states has been employed. In short, customers perceive the ad differently based on different situations and circumstances. For meaning transfer, the mood is important, and its effects must be taken into account. This is particularly true for anyone interested in developing a complete theory of individual responses to advertising. Buyers perceive the unique cultural meaning of cowboy traditions and values associated with Marlboro and its culture (McCracken, 1986). In the case of the Marlboro ad, the meaning transfer is associated with the creation of a special cultural environment. The effects of culture pose a serious challenge to information processing approaches to advertising and consumer behavior. Philosophers and psychologists have long made a conceptual distinction between cognition and affect, thinking and feeling, and the rational and irrational sides of existence. Unique meaning poses an important and difficult challenge because information processing has seldom dealt with the affective system. However, there is nothing in principle that prevents an explanation of such effects in information processing terms (Martin and Matta, 2006). The ad is based on three main colors: red, white, and light brown. These colors have a special meaning because they are by Marlboro at the cigarette pack: The importance of this strategy is to remind the audience about the Marlboro brand and create certain associations between the picture and