The Rise of ‘Ironic Masculinity’ in Advertising

Posted on Posted in Stage 3

For nearly half a century, the Marlboro Man stood as the pinnacle of American masculinity: tough, self-sufficient and unapologetically macho. The gritty cowboy was meant to reposition Marlboro — originally launched in 1924 as a cigarette brand for women — as a safer option for men concerned about the harmful effects of smoking: https://melmagazine.com/the-rise-of-ironic-masculinity-in-advertising-6f9aa181a813