In the former Soviet Union, advertisements using the Marlboro Man were effective because of the popularity of Westerns.

Question

Quizplus · Accepted Answer

Advertisements using the Marlboro Man did not produce much enthusiasm in the Soviet Union in spite of the popularity of Westerns because a cowboy was perceived as the U.S. equivalent of a peasant. In general, advertisements that promise prosperity, higher status, and overall advancement, tend to be more successful in this market.

In the Former Soviet Union, Advertisements Using the Marlboro Man