In his book Biblical Preaching, Haddon W. Robinson writes:
"Years ago Marlboro cigarettes were marketed as cigarettes for sophisticated women, but Marlboro captured less than one percent of total sales. Consumer research revealed, however, that men smoke because they believe it makes them more masculine, while women smoke because they think it makes them more attractive to men. As a result of these findings, the advertisers switched their campaign away from women to men and gave Marlboros a masculine image. Rugged, weather-beaten cowpunchers were portrayed smoking cigarettes as they rounded up cattle, and the theme line invited the consumer to ‘come to Marlboro country.’… sales jumped four hundred percent."
People are impressionable.
Reference: Haddon W. Robinson, Biblical Preaching (Baker Book House, 1980), p. 38