The Marlboro Man, that icon of the rugged, solitary male, is meant to suggest that men who smoke Marlboro cigarettes are equally rugged and masculine. With the cowboy icon comes many other (often stereotypical) associations of strength, bravery and 'noble violence' — the lone cowboy using violent behaviour to protect the weak and defenceless (who are usually female).

Although The Captain was here is meant to be a humorous ad, there are disturbing aspects to it. The icon of 'the pirate' is associated with many negative forms of behaviour, and Captain Morgan's leering expression is anything but noble. The words "The Captain was here" written over the model's body, as well as the moustache and beard, support the attitude that women are sexualized objects, to be owned by men.

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