Marlboro Man Sets New Record

 - Jan 5, 2008   Updated: Apr 8 2011
References: pdnonline & pdnonline
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 â€" 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.