Marlboro Man Sets New Record
Going Like Sixty — January 5, 2008 — Luxury
Marketing alone made this the most valuable photograph in the world. It sold for over $3.4 million dollars because of its iconic status. You recognize it as the foundation for the long-running Marlboro Man.
Richard Prince took the photo and ensconced him in the halls of American photographer fame.
"The record-breaking Prince image is from his untitled cowboy series – in which Prince photographed sections of Marlboro cigarette ads and enlarged the photos to an enormous size. The photo sold at Sotheby's measures 100 by 66 inches and was one of an edition of two plus one artist's proof. It is dated 2001-02."
Implications - The Marlboro Man represents a generation of marketing where mascots were the main focus.
Richard Prince took the photo and ensconced him in the halls of American photographer fame.
"The record-breaking Prince image is from his untitled cowboy series – in which Prince photographed sections of Marlboro cigarette ads and enlarged the photos to an enormous size. The photo sold at Sotheby's measures 100 by 66 inches and was one of an edition of two plus one artist's proof. It is dated 2001-02."
Implications - The Marlboro Man represents a generation of marketing where mascots were the main focus.
Trend Themes
1. Iconic Marketing - Exploiting iconic status to increase brand value and create a strong emotional connection with consumers.
2. Art as Investment - Recognizing the value of art beyond aesthetics and leveraging it as a financial asset.
3. Reinterpretation of Advertising - Transforming existing advertising materials into art to challenge conventional perceptions and create new narratives.
Industry Implications
1. Marketing and Advertising - Incorporating iconic brand mascots and characters to enhance brand recognition and resonate with target audiences.
2. Art and Photography - Exploring the financial potential of photographs, sculptures, and other forms of visual art in the investment market.
3. Collectibles and Memorabilia - Capitalizing on the demand for iconic branded items and limited editions, turning them into valuable collectibles.
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