140:) originally introduced the Marlboro brand as a woman's cigarette in 1924. Starting in the early 1950s, the cigarette industry began to focus on promoting filtered cigarettes as a response to the emerging scientific data about harmful effects of smoking. Under the misconception that filtered cigarettes were safer, Marlboro, as well as other brands, started to be sold with filters. However, filtered cigarettes, and Marlboro in particular, were considered women's cigarettes. During market research in the 1950s, men indicated that while they would consider switching to a filtered cigarette, they were concerned about being seen smoking a cigarette marketed to women.
151:. Most filtered cigarette advertising sought to make claims about the technology behind the filter: Through the use of complex terminology and scientific claims regarding the filter, the cigarette industry wanted to ease fears about the harmful effects of cigarette smoking. However, Leo Burnett decided to address these fears through an entirely different approach: creating ads completely void of health concerns or health claims of the filtered cigarette. Burnett felt that making claims about the effectiveness of filters furthered concerns of smoking's long-term effects.
223:, who worked on a ranch, after a cattle rancher by the name Keith Alexander declined the role because he did not believe in smoking. Leo Burnett's creative director was awed when he first saw Winfield: "I had seen cowboys, but I had never seen one that just really, like, he sort of scared the hell out of me (as he was so much a real cowboy)". Winfield's immediate authenticity led to his 20-year run as the Marlboro Man, which lasted until the late 1980s. Upon Winfield's retirement, Philip Morris reportedly spent $ 300 million searching for a new Marlboro Man.
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122:"Mild as May", into one that was masculine, in a matter of months. Ellen Merlo, the vice president of marketing services at Philip Morris, was quoted in a 1989 Marlboro advertisement: "We perceive Formula One and Indy car racing as adding, if you will, a modern-day dimension to the Marlboro Man. The image of Marlboro is very rugged, individualistic, heroic. And so is this style of auto racing. From an image standpoint, the fit is good.”
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445:"Death in the West" contrasts the advertising image of the "Marlboro Man" with the reality of six American cowboys dying of cigarette-related illnesses. The film, produced in England in 1976 and later suppressed by the Philip Morris Company, makers of Marlboro cigarettes, illustrates the intrinsically false nature of cigarette advertising. It makes the Marlboro Man less attractive.
204:, pretending to carry out cowboy tasks. However, Burnett felt that the commercials lacked authenticity, as it was apparent that the subjects were not real cowboys and did not have the desired rugged look. One of the finest was a non-smoking rodeo cowboy, Max Bryan "Turk" Robinson, who was recruited at a rodeo. Another,
945:, a rancher discovered on his Colorado Ranch in the early 1960s as the ad shoot was in progress. Norris replaced the hired male model. He remained in the role for 12 years. On January 10, 2014, Eric Lawson, who portrayed the rugged Marlboro man in cigarette ads during the late 1970s, has died. He was 72.
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The
California Nonsmokers' Rights Foundation is pleased to provide this booklet containing a self-contained curriculum for upper elementary and junior high school students to supplement the viewing of "Death in the West." Considered by many to be the most powerful anti-smoking documentary ever made,
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In many countries, the
Marlboro Man is an icon of the past due to increasing pressure on tobacco advertising for health reasons, especially where the practice of smoking appears to be celebrated or glorified. The deaths described above may also have made it more difficult to use the campaign without
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The
California Nonsmokers' Rights Foundation, in cooperation with the Risk and Youth: Smoking Project Lawrence Hall of Science University of California, Berkeley, created a manual to accompany the film, titled "A Curriculum for Death in the West". The first two paragraphs of the Introduction read:
294:
Wayne McLaren testified in favor of anti-smoking legislation at the age of 51. During the time of McLaren's anti-smoking activism, Philip Morris denied that McLaren ever appeared in a
Marlboro ad, a position it later amended to maintain that while he did appear in ads, he was not the Marlboro Man;
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The use of the
Marlboro Man campaign had very significant and immediate effects on sales. In 1955, when the Marlboro Man campaign was started, sales were at $ 5 billion. By 1957, sales were at $ 20 billion, representing a 300% increase within two years. Philip Morris easily overcame growing health
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The "Death in the West" Curriculum is designed to maximize the educational and emotional impact of seeing the documentary. The curriculum is based on a comprehensive smoking prevention program created and tested by the Risk and Youth: Smoking
Project of the Lawrence Hall of Science, University of
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magazine, whose photograph (shot by
Leonard McCombe) and story of Texas cowboy Clarence Hailey Long Jr. caught his attention. Within a year, Marlboro's market share rose from less than 1% to the fourth best-selling brand, convincing Philip Morris to drop the other manly figures and stick with the
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riders, and stuntmen. Another of this new breed of real cowboys was Max Bryan "Turk" Robinson, of Hugo, Oklahoma, who said he was recruited for the role while at a rodeo simply standing around behind the chutes, as was the custom for cowboys who had not yet ridden their event. It took only a few
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David McLean died of lung cancer at the age 73 in 1995. After his death, his widow, Lilo McLean, sued Philip Morris, claiming that McLean's disease was brought on because he had to smoke multiple packs of cigarettes during advertising shoots. Her case was dismissed and she was forced to pay the
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The proposed campaign was to use manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series. Burnett's inspiration for the exceedingly masculine "Marlboro Man" icon came in 1949 from an issue of
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Winfield held that title. In response, McLaren produced an affidavit from a talent agency that had represented him, along with a pay check stub, asserting he had been paid for work on a 'Marlboro print' job. McLaren died before his 52nd birthday in 1992.
349:. Winfield's chiselled rugged good looks made him the macho face of Marlboro cigarettes on television, in newspapers, magazines and on billboards, from the 1968 to 1989. Winfield was survived by his wife, a son, five daughters, and grandchildren.
424:: "It is one of the most powerful anti-smoking films ever made. You will never see it." The second sentence refers to the fact that Philip Morris sued the filmmakers, and in a 1979 secret settlement all copies were suppressed. However, Professor
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Photographer Norm Clasen took original photographs for the
Marlboro Man campaign, which were the images that Richard Prince would go on to appropriate. Clasen's photographs have subsequently gone on view in the gallery setting with his series,
169:
Using another approach to expand the
Marlboro Man market base, Philip Morris felt the prime market was "post adolescent kids who were just beginning to smoke as a way of declaring their independence from their parents".
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California, Berkeley. The activities included here were developed in classrooms throughout the San
Francisco Bay Area and adapted specifically for use with the airing of "Death in the West" by KRON-TV of San Francisco.
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Not always smoking or holding a cigarette, sometimes the cowboy was just a small silhouette in a large landscape, but the brand name or an image of a packet of the product was always shown in large size
291:, Eric Lawson and Jerome Edward Jackson, aka Tobin Jackson — died of smoking-related diseases, thus earning Marlboro cigarettes, specifically Marlboro Reds, the nickname "cowboy killers".
345:, was the longest living Marlboro Man to appear on billboards and in advertisements. Leo Burnett Ad Agency discovered him in 1968 while he was working on the Quarter Circle 5 Ranch in
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When the new Marlboro Country theme opened in late 1963, the actors utilized as Marlboro Man were replaced, for the most part, with real working cowboys, and the campaign began using
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concerns through the Marlboro Man campaign, highlighting the success as well as the tobacco industry's strong ability to use mass marketing to influence and manipulate the public.
816:(from 1980–1992 and ongoing), a series of appropriated rephotographs depicting the Marlboro Man that attempted to 'recontextualise' the stereotypical 'stoic' American Cowboy.
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song "Marlboro Man, Jr." begins, "The Marlboro Man is dead Long live the Marlboro Man! In our dreams he remains the hero of a thousand billboards The ultimate salesman..."
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From 1964 to 1978, Wayne Dunafon was a "Marlboro Man". He was a rancher in Kansas in addition to a long-time competitive rodeo rider. He died of natural causes in 2001.
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327:, which is ostensibly a biography of Bob Norris and mainly focuses on his raising an elephant on his ranch, also describes how Norris came to be photographed for
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song "Sad Sweetheart of the Rodeo" features the sarcastic verse: "The Marlboro Man died of cancer/And he wasn't a rocket scientist when he was healthy/ha ha ha".
738:: "When I'm watchin' my TV and a man comes on and tells me how white my shirts can be, but he can't be a man 'cause he doesn't smoke the same cigarettes as me".
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cigarettes. In the United States, where the campaign originated, it was used from 1954 to 1999. The Marlboro Man was first conceived by advertising executive
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in Guthrie, Texas, they discovered Carl 'Big-un' Bradley. He was the first real cowboy they used, and from then on the lead Marlboro men were real cowboys,
212:. He also never smoked, and after a twelve-year run as a Marlboro Man, quit the role to avoid badly influencing his children. He died, age 90, in 2019.
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years for the results to register: By 1972, the new Marlboro Man had so much appeal that Marlboro was catapulted to the top of the tobacco industry.
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Barry, A. M. (1997). Visual Intelligence: Perception, Image and Manipulation in Visual Communications. Albany: State University of New York Press.
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Eric Lawson, who appeared in Marlboro print ads from 1978 to 1981, died at the age of 72 on January 10, 2014, of respiratory failure due to
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song "Speed Increased To Scaffold" references a Marlboro Man amid a litany of other popular culture references scattered throughout the
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Moellinger, T., & Craig, S. (n.d.). "So Rich, So Mild, So Fresh": A Critical Look at TV Cigarette Commercials: 1948–1971.
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documentary, is an exposé of the cigarette industry that aired on British television in 1976. In its March/April 1996 issue,
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Blaszczyk, R. L. (2008). Producing Fashion: Commerce, Culture and Consumers. Philadelphia: University of Pennsylvania Press.
118:, is said to be one of the most brilliant advertisement campaigns of all time. It transformed a feminine campaign, with the
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song "Big Green Country" refers to the Marlboro man as "the cancer cowboy", who was "pure as driven snow" before his death.
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in 1954. The images initially featured rugged men portrayed in a variety of roles but later primarily featured a rugged
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won the role as the first Marlboro Man in the early 1960s as he looked the part. Burnett then came across
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1424:"Long-serving Marlboro Man Darrell Winfield Dies at 85: One of the last Marlboro Men has died in Wyoming"
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attracting negative comment. The Marlboro Man image continued into the 21st century in countries such as
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It still continues (on tobacco vending machines, for example) in the United States and Japan, where
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664:) refers to the InGen mercenaries as Marlboro Men during a verbal confrontation with Peter Ludlow (
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Cowboys proved to be popular, which led to the "Marlboro Cowboy" and "Marlboro Country" campaigns.
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643:(1996), a reference to the Marlboro Man is made in an interview by police chief Marge Gunderson (
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or cowboys in picturesque wild terrain. The ads were originally conceived as a way to popularize
1111:"Robert 'Bob' Norris, an Original 'Marlboro Man' Who Never Smoked a Day in His Life, Dies at 90"
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The most famous of the 'Marlboro Men' lived a long life after fading from the public limelight.
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Leo Burnett was not satisfied with the cowboy actors found. Broadway and MGM movie actor
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features the head of the Marlboro Man, as portrayed by the singer's father in the 1960s.
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Initially, cowboy commercials involving the Marlboro Man featured paid models, such as
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In 1974, Marlboro's marketing agency discovered rancher Herf Ingersoll at a rodeo in
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1213:"An Ex-Marlboro Man Who Can Really Ride, Brad Johnson Adds Sigh Appeal to Always"
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song "Dirt Road Anthem" references "The king in the can and the Marlboro Man".
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After appearing as the Marlboro Man in 1987 advertising, former rodeo cowboy
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Cartwright, Gary, "The Death of the Marlboro Man", Texas Monthly, Sept 1973
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Roman, K. (2009). The Kings of Madison Avenue. New York: St. Martins Press.
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1053:"It's The End Of The Trail For The Marlboro Man - Page 2 - Chicago Tribune"
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The immediate success of the Marlboro Man campaign led to heavy imitation.
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1402:"Actor who played Marlboro Man in ads dies from smoking-related disease"
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song "Marlboro Man" is about the advertisements featuring the character.
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Jerome Edward Jackson, aka Tobin Jackson, died of lung cancer in 2008.
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cowboy. In the mid Fifties, the cowboy image was popularized by actor
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1341:"At least four Marlboro Men have died of smoking-related diseases"
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The repositioning of Marlboro as a men's cigarette was handled by
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The Cowboy and His Elephant: The Story of a Remarkable Friendship
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Brandt, A. (2006). The Cigarette Century. New York: Basic Books.
378:. A year later, in May 2013, it had been officially replaced by
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magazine and become the Marlboro Man for the next twelve years.
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adopted the tagline marking it a cigarette for "independields".
647:) with two prostitutes about an encounter with Gaear Grimsrud (
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Marlboro television and print ads used several real cowboys.
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Five men who appeared in Marlboro-related advertisements —
208:, was recruited after it was discovered he was a friend of
1245:"Marlboro ad man Eric Lawson dies of chronic lung disease"
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plays Lorne Lutch, a cancer-stricken former Marlboro Man.
27:
Marlboro cigarette icon used in advertising for Marlboro.
1602:"Death in the West (Thames-TV anti-smoking documentary)"
230:, and hired him to be photographed as the Marlboro Man.
452:
NBC Monitor produced an investigative TV report titled
1698:"Reframing Pictures: Reading the Art of Appropriation"
1173:, "West of California: A Visit With the Marlboro Man.
956:"NPR : The Marlboro Man, Present at the Creation"
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1432:. Riverton, Wyoming: U.S. News & World Report L.P
1752:"Who Actually Shot Richard Prince's Iconic Cowboys?"
1672:"Who Actually Shot Richard Prince's Iconic Cowboys?"
1503:"Hapus Image Koboi Philip Morris Ubah Logo Marlboro"
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segment to discuss the negative effects of smoking.
1619:California Nonsmokers' Rights Foundation (1983).
703:" features the verse "Where is my Marlboro Man?".
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1657:"Incubus blinds listeners with "S.C.I.E.N.C.E.""
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939:Vintage Ads: 1975 "Marlboro Country" ad campaign
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1177:. Vol 1, No. 5 (September–October 1971): 42–48.
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111:, which at the time were considered feminine.
714:" features the verse "I'm the Marlboro Man".
621:) the Marlboro Man due to his heavy smoking.
456:(June 18, 1983), which is accessible at the
387:smoking is widespread in the male population
502:. Unsourced material may be challenged and
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1287:"Wayne McLaren, 51, Rodeo Rider and Model"
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374:, where such cigarette advertisements are
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1422:The Associated Press (January 16, 2015).
1390:. St. Martin's Press. pp. 65–69, 73.
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993:Erin Barrett and Jack Mingo, ed. (2003).
522:Learn how and when to remove this message
274:
1581:"Shoot-Out in Marlboro Country (cont'd)"
997:. St. Martin's Press. pp. 407–410.
995:W.C. Privy's Original Bathroom Companion
901:"Six ads that changed the way you think"
1816:UCSF Tobacco Industry Videos Collection
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14:
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1083:"Face of Marlboro Prefers to Be Alone"
928:Marlboro man advertising illustrations
888:Marlboro man advertising illustrations
299:cigarette company's court case costs.
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1188:"Marlboro Man, Without the Marlboros"
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304:chronic obstructive pulmonary disease
1621:"A Curriculum for Death in the West"
1579:Adam Hochschild (March–April 1996).
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627:Harley Davidson and the Marlboro Man
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500:adding citations to reliable sources
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392:
436:aired the documentary in May 1982.
166:in 3 page magazine ads and TV ads.
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1639:"Report about 'Death in the West'"
1081:Kilgannon, Corey (3 August 2012).
668:), after the death of Eddie Carr (
564:by removing the content or adding
47:A Marlboro Man advertisement on a
25:
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899:Katie Connolly (3 January 2011).
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1478:"Area (5 December 2012 edition)"
1451:Washington, Tom (May 14, 2001).
1270:Turning morons into millionaires
701:Where Have All the Cowboys Gone?
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370:. It last appeared late 2012 in
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1368:. Associated Press. 2014-01-27
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1750:Cohen, Alina (2 March 2018).
1714:10.1080/00043249.2016.1269561
1670:Cohen, Alina (2 March 2018).
1316:Urban Legends Reference Pages
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657:The Lost World: Jurassic Park
88:is a figure that was used in
1429:U.S. News & World Report
1386:MacPherson, Malcolm (2001).
855:"Industry Documents Library"
376:still allowed in the country
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1696:Linden, Liz (Winter 2016).
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325:The Cowboy and His Elephant
10:
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1853:Mascots introduced in 1954
1404:. Miami Agency. 2024-03-04
1276:Accessed 18 November 2007.
1143:. © 2019 NYP Holdings, Inc
941:One such Marlboro Man was
913:Quoted in Jordan Goodman,
787:references a Marlboro Man.
634:portrays the Marlboro Man.
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1863:Fictional tobacco addicts
1318:. Accessed 28 July 2005.
560:Please help Knowledge to
177:'s 1960 theme music from
114:The campaign, created by
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1558:. Movies & TV Dept.
1330:. Accessed 28 July 2005
814:Untitled (Cowboy) Series
708:Rage Against the Machine
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1781:QuitSmokingMessageBoard
757:World Entertainment War
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134:Philip Morris & Co.
1019:"Clarence Hailey Long"
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432:'s then-NBC affiliate
428:released the film and
275:Smoking-related deaths
237:landed a lead role in
1606:ScienceCorruption.com
1345:The Los Angeles Times
781:Old Town Road (Remix)
678:Thank You for Smoking
660:(1997), Ian Malcolm (
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308:Entertainment Tonight
180:The Magnificent Seven
116:Leo Burnett Worldwide
77:Leo Burnett Worldwide
1312:Malboro Manslaughter
1115:yahoo! entertainment
562:improve this section
496:improve this section
1858:Tobacco advertising
1811:photo of C. H. Long
1788:(1983) at YouTube:
1109:Goldstein, Joelle.
574:independent sources
109:filtered cigarettes
90:tobacco advertising
30:Fictional character
1561:The New York Times
1291:The New York Times
464:In popular culture
183:. In 1963, at the
1878:Philip Morris USA
1786:Death in the West
1777:Death in the West
1554:Death in the West
1539:Death in The West
1274:Herald-Journal.
1251:. 27 January 2014
1192:Los Angeles Times
1135:Italiano, Laura.
712:People of the Sun
645:Frances McDormand
613:) nicknames P.I.
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422:Death in the West
412:Thames Television
407:Death in the West
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343:Riverton, Wyoming
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253:Richard Dreyfuss
241:'s feature film
239:Steven Spielberg
228:Augusta, Montana
221:Darrell Winfield
206:Robert C. Norris
202:William Thourlby
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1625:the original
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1585:Mother Jones
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1566:the original
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1347:. 2014-01-14
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1293:. 1992-07-25
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862:. Retrieved
858:
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736:Satisfaction
726:Jason Aldean
676:
675:In the film
655:
654:In the film
638:
637:In the film
625:
624:In the film
604:
579:
549:may contain
548:
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509:
494:Please help
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36:Marlboro Man
18:Marlboro man
1802:Part 4 of 4
1798:Part 3 of 4
1794:Part 2 of 4
1790:Part 1 of 4
1702:Art Journal
1550:Alice Day.
1527:Japan Times
803:Photography
683:Sam Elliott
632:Don Johnson
380:Be Marlboro
289:Dick Hammer
149:Leo Burnett
147:advertiser
101:Leo Burnett
1847:Categories
1779:(1983) at
1512:2024-08-02
1487:13 January
1408:2024-03-04
1372:2014-01-27
1351:2018-05-08
1297:2013-09-08
1255:27 January
1198:2020-05-15
1147:9 November
1120:9 November
1029:2010-06-08
965:2019-08-27
864:2023-01-18
841:References
750:Neil Young
697:Paula Cole
551:irrelevant
382:campaign.
210:John Wayne
185:6666 Ranch
164:Paul Birch
73:Created by
1837:Companies
1758:25 August
1735:25 August
1730:193684743
1708:(4): 42.
1681:25 August
1552:"Movies:
1507:detik.com
1215:. People.
835:Joe Camel
777:Lil Nas X
762:The 1997
566:citations
512:July 2020
483:does not
372:Indonesia
269:Old Golds
93:campaigns
1722:45142821
1436:July 13,
1175:Audience
1094:5 August
829:See also
792:Solefald
681:(2005),
630:(1991),
570:reliable
420:said of
366:and the
97:Marlboro
1754:. Artsy
1645:. 1983.
1556:(1983)"
1462:June 2,
808:Artist
796:Neonism
783:" with
764:Incubus
504:removed
489:sources
434:KRON-TV
360:Germany
353:Decline
347:Wyoming
317:Cowboys
259:Results
196:Casting
145:Chicago
129:Origins
1823:Portal
1728:
1720:
1001:
903:. BBC.
798:album.
779:song "
766:album
710:song "
699:song "
364:Poland
244:Always
138:Altria
120:slogan
105:cowboy
49:Warsaw
1726:S2CID
1718:JSTOR
1676:Artsy
743:D-A-D
690:Music
640:Fargo
189:rodeo
136:(now
1809:Life
1807:The
1760:2021
1737:2021
1683:2021
1489:2022
1464:2014
1438:2018
1257:2014
1149:2019
1122:2019
1096:2012
999:ISBN
926:See
886:See
790:The
775:The
755:The
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594:Film
572:and
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485:cite
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329:Life
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