Mastering the Wild West
An advertisement with a cowboy smoking a cigarette with a filter and claiming that the cigarette filter does not affect the taste of tobacco was presented to the clients. This slogan: “The filter does not stand between you and the taste” was placed on the posters of advertising. And it won over all. Advertising reminded of the real heroes of America – brutal guys, embodying the true American spirit, who were ready to smoke Marlboro cigarettes. And why are we worse? In just one year, Marlboro sales grew so much that they ranked fourth in the tobacco sales rating. Inspired by this success, a huge number of American firms began to use cowboy attributes in their advertisements.
And now, in our time, Ralph Lauren (Ralph Lauren) returns to fashion cowboyly symbolism (leather jackets “ranch”, boots, Cossacks, etc.). Not as ordinary clothing, but as a lifestyle intended only for the elite. And to her male cologne Chaps, who as naturally goes to a man, like a leather jacket or jeans. “This is the West. West, which is inside.
And although the times of mastering the Wild West, along with the golden age of westerns, were far behind, and the romantic halo of a figure shooting and racing on a horse, the cowboy slightly dissipated, and other times came, with other possibilities and passions – this image is still preserved in hearts, not at all reducing the level of perception. Like a country symbol. After all, to become a macho is an eternal dream, timeless. And therefore, to be a cowboy is to be a true “cool” guy, and to be in the rank of “cool” is to be a real American.
And so Henry Kissinger, in an interview with Oriana Fallaci in 1972, could allow himself to say: “I always acted alone, like a cowboy … a lone cowboy, riding into a village or town … He acts, that’s all.” This is the American dream and the American hero. No need to gather an army, create a party, or lead a movement. We must act alone. Like an American cowboy.
And the farther the times of Frontier go farther from us, the more difficult it is for us to remember what actually happened there and what came into our memory from books or westerns. But the faithful reminder of those years are numerous cowboy museums, among which there is even a museum dedicated to female cowboys. And now, in Seattle’s Oxbow Park, monuments to the main attributes of the cowboys are set: a huge hat and boots up to 22 feet high. And the entire Internet fills symbolic panoramic photos of cowboy boots and hats against the background of the Monument Valley.
And street musician Robert John Burke (Robert John Burck), known as the Naked Cowboy on Broadway, essentially demonstrates only these two attributes – boots and a hat. And the people of Texas came up with her absolutely wonderful composition. They, in their town of Paris, on a 60-foot copy of the Eiffel Tower built there, set up a red hat, 4.5 feet high. Like, if you’re already in Texas, then how is it to be without a hat? On the other hand, with subtext: if you really represent something of yourself, and pretend to play a completely exclusive role, then you will be in America – you just have to wear a cowboy hat.
But we were distracted by the attributes. Where are the heroes themselves? Their sculptures too abound. Most of all in the West. For example, in Cody (Cody, Wyoming), where the Buffalo Bill Historical Center is located, several sculptures have been erected in memory of the buffalo Bill already mentioned by us. Then he greets us at the entrance to the center, or as a scout from a high hill carefully looks around. But already rushing to the enemy with a blade in his hands, or catching up with a gun of a huge bison. Or a monument to Bill Pickett – a cowboy, a rodeo star and a film actor who invented a trick called bulldoggin, in which a cowboy rides a horse close to an unwary longhorn, then jumps off, grabs him by the horns and bends down. It is this moment that is depicted on the sculpture installed in Texas Fort – Worth (Fort Worth).