The Marlboro Man
Nowadays, Marlboro is a very famous and prosperous cigarette brand. It was all the time like that: it was a minor brand, launched only for women. Its motto actually was "Mild as May." The filters were red in order not to the strains of lipstick. This woman’s cigarette turned into a manly one within a few months. And exactly that fact made it the best-selling brand! There was needed more and more advertising. The Marlboro Man became that “saving remedy” for these cigarettes advertising. This figure was used in the United States, where the campaign originated, from 1954 to 1999. The Marlboro Man was first played by Leo Burnett in 1954. The image presents a cowboy or cowboys, being alone with nature and smoking a cigarette. The Marlboro man was the most brilliant and powerful image of brand of the 20th Century. This man is not only an icon of cigarettes smoking but also a macho, a real man. He praises American paradise of the West, marlboro country. The image is very aesthetic. There is nothing artificial in his appearance. The man looks very healthy, natural and friendly. People just cannot be indifferent. Commercially, it is profitable and will never go out of fashion.













