The image of the American cowboy is a symbol for independence, liberty and individualism. In the United States, home of the actual Marlboro Country, Marlboro Man's appearance was banned in April 1999. In a lawsuit against tobacco companies, an agreement was reached that banned tobacco advertising on large surfaces. During that time, some billboards where used as parodies on the Marlboro man; e.g. a cowboy telling his friend, "Bob, I've got emphesyma".
In the tamed...
more »The image of the American cowboy is a symbol for independence, liberty and individualism. In the United States, home of the actual Marlboro Country, Marlboro Man's appearance was banned in April 1999. In a lawsuit against tobacco companies, an agreement was reached that banned tobacco advertising on large surfaces. During that time, some billboards where used as parodies on the Marlboro man; e.g. a cowboy telling his friend, "Bob, I've got emphesyma".
In the tamed reality of the American West, these billboards show a landscape which has long been replaced by shopping malls and highways.
The rugged cowboy remains one of the most succsessful advertising images worldwide. As he is exported to countries where his presence is still tolerated, this series documents his last months standing throughout the USA.
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