The continuation of the legend
And it doesn’t matter that he was somewhat inconsistent with reality. After all, not all cowboys were white, and among them were many adventurers, scammers and people with a bad conscience. The myth is the constant tensions of the cowboys with the Indians (after all, many of them were themselves Indians), who most often managed to agree among themselves on many issues. True, Oliver Loving, one of the pioneers, died from wounds inflicted by Comanches, but this was extremely rare. Many discrepancies and in part of their relationship to arms. It was used by cowboys to drive herds, customize lagging animals, or guide the herd leader. But it is extremely rare to clarify the relationship. Not to mention the fact that two of the pistols, as we often see in the movies, none of them ever wore. And already about how to shoot in saloons in general could not speak. After all, gunpowder in those times was smoky, and after the very first shot, black smoke would cover the entire premises with a choking cloud, expelling coughing shooters to fresh air. Not to mention the fact that they could not afford to buy expensive weapons.
The attribute of their clothes, like jeans, did not correspond to reality. Why did they need the cowboys on the march, when they still wore chaps on the trousers? Especially during the holidays. It would hardly have occurred to any of them to come to the saloon in work clothes. Remember, O. Henry in “Heart and Cross”: “… and I sat down near the bed as I was – dirty, with spurs, in leather pants and the like.” And have you ever seen a cowboy in jeans on the billboards of the Buffalo Bill show? Or in the photographs of the only president of the country Theodore Roosevelt, who in his youth was a cowboy.
This Hollywood dressed cowboys in jeans. However, all this does not debunk the legend. She continues to live her life. And jeans manufacturers immediately used this situation in their advertising. By that time, Levi’s jeans already had a famous leather label with two horses trying unsuccessfully to tear the pants. But later in his advertising, he begins to more actively exploit the figure of a cowboy.
Uses it and Wrangler. At the same time, a leather patch with a company logo, drawn in the form of a rope, was placed on the back pocket, and a cowboy boot was stamped on the tongue of the lock of the fly. Their advertisements were attended by such famous cowboys as Bill Linderman (Bill Linderman) and Jim Sholders (Jim Shoulders). Enjoyed jeans and popular in Hollywood. At least, Marilyn Monroe, Brigitte Bardot and Elvis Presley were sported in them. It must be assumed that there was a mutual interest. Young people bought jeans because they were worn by their favorite Western actors, and famous actors paid tribute to youth fashion.
In 1953 another “cowboy advertisement” appeared in America – the company Marlboro, which produces filter cigarettes. She rose on the fact that in the early thirties of the last century thanks to suffragist women who fought for universal suffrage. These ladies wanted equality in everything, which means smoking cigarettes. And they got Marlboro with a filter, and the slogan “Gentle as May.”
But in 1953, doctors officially announced that smoking cigarettes causes lung cancer, which immediately led to a sharp decrease in tobacco consumption. And then the company focused on a new target group – people who are afraid of dying from cancer but cannot quit smoking. And then for advertising the best models were attracted, and then real cowboys.