When I came across this image, it really stood out to me and not in a good way. When you first look at it, you think that Malboro was incorporating the old advertisement with the western cowboy (see picture to the right) with this one which is incorporating Chinese culture. I thought they were trying to portray hybridity. But in reality, they are making fun and telling Chinese people if they want to be cool and be like American white middle-class males, you need to buy their product (Malboro) to be like them. The Chinese male is wearing the same cowboy outfit as the one in the old ad but now they put "The New Frontier" and "part of any regime" in the text along with the Great Wall of China as the background instead of having a western background.
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