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Hes a symbol of rugged individualism masculinity and the American West In the history of advertising images he stands alone at the top How big is the Marlboro Man Bigger than anybody ever dreamed up to promote a product He was ranked number one on the top then list of icons of the 20th century according to a special issue of Advertising Age magazine Wilson 1 Though the choice of the Marlboro Man as the most significant icon of the century has enraged the anti-smoking brigade the cowboys role in establishing Marlboro as the worlds top selling cigarette is without a doubt This paper will explore the appeal of the top advertising icon of the century as well as provide a glimpse into the history of its creation sale and advertising statistics and anti-smoking opposition For decades Philip Morris pitched its filtered cigarette to women even coloring the tips rose to hide lipstick stains The product failed and marketing a filtered cigarette for men seemed impossible Then advertising executive Leo Burnett took over On a Saturday morning in December 1954 Burnett called his top creative people to his country farmhouse outside of Chicago to change the image from a ladies cigarette to a mans Philip Morris wanted to create a filter cigarette to deal with the rising problem of smokers cough and lung disease but they had to overcome the early image of filters as being for sissies Sitting around a blank flip chart with only days before an ad deadline Burnett asked his men What is the most masculine image in the US today The answer resulted in the creation of the cowboy Marlboro Man In the days to follow Burnetts crew came up with the famous Marlboro jingle You get a lot to like with Marlboro Filter Flavor Flip top Box and the most successful advertising campaign in history went underway Carrier 1-2 Sales took off Marlboro sales soared
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