The Imagery, Fantasy, and Symbolism of the Marlboro Man
By Jessica Jaffe

Although killing your customers is generally not a good business practice, the tobacco companies seem to be having incredible success. Looking at Philip Morris' Marlboro cigarettes, this phenomenon proves especially amazing. Virtually an unknown brand in 1955, Marlboro has steadily increased sales, being named the "top selling brand in the U.S. and an all-time-best seller in the world," in just 1975. Then, in 1989, it took hold of almost one-forth of all cigarette sales, and today it remains "the world's most profitable brand of non durable goods, surpassing even Coca-Cola!"

How did such a drastic transformation take place? In my research project, I examine the imagery of the Marlboro Man to uncover the fantasy he elicits and the symbolism the advertisements capture. Tracing Marlboro's evolution from the feminine "Mild as May" campaign through the masculinized Tattoo Era and Marlboro Man, and finally to the present-day Marlboro Country, I have been able to identify the various elements that make the Marlboro Man such a pervasive icon in today's society. When Philip Morris decided to reposition Marlboro as a man's filtered cigarette, the creative people asked themselves, "What's the best masculine image in America?" Although a cab driver was a close runner-up, Gil's Collins suggestion of the cowboy received the most agreement. So from the start, the Marlboro Man was set up to symbolize ideal masculinity. How exactly is this concept achieved through the use of the cowboy imagery and the inviting country landscape? Many people would argue that the Marlboro Man represents a return to our original heritage; that he is the "last free American." This certainly has some truth to it. The Marlboro Man was generated during a period that heavily emphasized the appeal of the Western Frontier: there was a plethora of Western films, television shows, and articles featuring real rodeo stars and life on the range. In fact, John Benson, one of the prominent executives on the Marlboro account, said that the first Marlboro Man ad is practically identical to the cover of a 1935 Life magazine showing a cowboy.

However, I am convinced that the Marlboro Man embodies much more than just the fantasy and obsession associated with the American cowboy. When John Benson was asked if he felt the Marlboro cowboy would be a success if it just came out, he paused and then replied in the negative. Yet, in the same tape, he was recorded saying, "The Marlboro Man isn't modern - he's timeless." Ironic? When you closely examine who the Marlboro Man is, beyond his being a cowboy, the idea of him being universal and timeless becomes crystal clear. The people at Marlboro strive for "candidacy" - for authenticity. They don't use models in their ads, only real cowboys engaged in real cowboy activities. The men the shoot are far from perfect: they are usually older and some even have, (gasp), visible wrinkles! But with all their flaws, they come to represent men of substance, strength, and fearlessness. And perhaps most importantly, these real cowboys come to represent real men, to all the workers stuck in their suffocating cubicles in the city. These cowboys become a possibility, a feasible goal for these men. Correspondingly, Marlboro Country permeates the attractive values of the cowboy, namely adventure, independence, freedom, and heroism. Although Marlboro has often been narrowly defined as a male brand, by both the people at Philip Morris and the general public, it also has enormous appeal to women. This is because, underneath the cowboy clothes is an authentic man who possesses all the qualities both men and women desire. When a man looks at the inviting landscape of Marlboro Country and the rugged cowboy, he is being exposed to a number of powerful messages. Looking at the open grassy fields, the viewer sees escape from the pressures, stresses, and routine of mundane life. When interpreting the image of the lone cowboy riding his horse, he feels a sense of independence and autonomy. Judging from the cowboy's clothing, he doesn't appear to be lowest man on the totem pole, but you don't get the sense that he's the top dog either. If he was the ranch owner for example, he might be seen more indoors with paper work. The Marlboro Man also appears to have a purpose and agenda, yet the flexibility to do things his own way. Control is another major theme in the ads: whether pulling in his horse with the reins, gathering up the stray sheep, or even just standing, looking out into the distance, the Marlboro Man is portrayed as having immense control over things and his life. This idea of controllability has a dual influence, attracting women as well. Heroism and the concept of being "one with nature" also play important roles in enticing women. And, of course, sex appeal is surely at work in the cowboy's physique and symbolism.

Throughout my research, I further explore the idea of authenticity and how it performs its magic on the public. I attempt to search beyond the surface image of the Marlboro Man in order to discover the truth behind his intense allure and persuasiveness. The Marlboro Man appeal is absolutely overwhelming, and I'm convinced that Marlboro Country is more than a "paradise of the West." The entire campaign brilliantly allows its audience to project their innermost desires and fantasies into the very pages of the advertisements.