One of the most convincing symbols of this subliminal phenomenon is the "Marlboro Man" campaign, which has been a success for over 30 years.  This ad captured the essence of the spirit and legend of the cowboy.  Further clues of this phenomenon is/was the popularity of the Roy Rogers and Hopalong Cassidy movies, "Bonanza" and "Little House on The Prairie" television programs, Levi's and Wranglers Jeans, Charlie russell and Frederic Remington art works, and the entertainment of Will Rogers and John Wayne.      

It is clear that the spirit of the Old West exemplified by the "Marlboro Man" is more than a concept.  It breathes the air of individualism inbred into the American soul.  The cowboy is the embodiment of this individualism and a symbol of a simpler way of life that has become a romantic ideal in the modern urban world.  Not only are Western Collectibles valuable as works of art that would be difficult to replace, but one must also consider the additional subjective value that is afforded the owner of these materials to identify with the cowboy legend.