Richard Prince was commissioned to shoot the iconic images, shooting with Ektacolor film Associating Marlboro with the rough, tough and masculine life of a cowboy worked well still does, although the references to cowboys were replaced in the 80s by a more sophisticated campaign which retained the suggestions of the wild western lifestyle but catered for a more educated audience, especially in Europe where the cowboy references were seen as irrelevant
Note that this applies only to adults, not adolescents
In addition, Bonferroni-adjusted post hoc pairwise comparisons showed more first fixations to warning areas on standardized packs (mean number of first fixations for standardized packs (M=6.48, SD=2.03), mean number of first fixations for fully branded packs (M=1.35, SD=1.61)), with these fixations to warnings on standardized packs being for a longer duration (mean dwell-time for standardized packs (M=262.03, SD=158.51), mean dwell-time for fully branded packs (M=35.62, SD=51.21)
"They wanted to have a filter brand that was more lifestyle-oriented," Jackler said
