The use of the cowboy as the main symbol of the brand responded to the needs that people had at those times. It was a figure who stood for authenticity.

In addition, its complexity derived from the fact that being nonetheless a "real" person, older, wrinkled, it had style and class. In addition, it was a character who took complete control of the things in his life and this was appealing for everyone. People wanted to be like the cowboy. Strong and free. It was a long way from the may feel that the Marlboro cigarettes started out with.

The example that has been analyzed in this paper demonstrates how powerful image can be. The Marlboro cigarettes themselves have surely underwent a process of technological development regarding filters, the quantity of nicotine they include, their chemical composition, etc. But these changes were insignificant compared to the changes that the brand...
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