Kylie Jenner and the cowboy are icons of self-reliance, adventure, and rugged individuality. They are seen as relics of The American Dream that show health

and virility but hide a darker dreariness at the same time. The advertisement promises that the use of Marlboro cigarettes as a tool will make the cowboy a part of your identity. To become like Kylie, appliances are also needed. Body alterations, make-up, filters, environments, and even the appropriation of other visuals. Both man and woman could aspire to it, but the promises can never be realized.