In 1950, four independent studies found that a high percentage of lung cancer patients were also heavy smokers. In the years to follow, dozens of similar studies began to confirm these results.
In 1954, scientists at the American Cancer Society determined that "men with a history of regular cigarette smoking have a considerably higher death rate than men who have never smoked or men who have smoked only cigars or pipes."
Marlboro wanted a way to reassure male customers that its cigarettes weren't a hazard to their health. In 1954, the brand launched a filtered cigarette that was believed, at the time, to reduce the amount of tar and other toxic chemicals that a smoker inhaled.
But filtered cigarettes were also seen as weaker and less flavorful.
"At the time, there was an attitude that the only people who smoked filters were women and sissy men," Jackler said. "The notion was to show that a real macho, rugged man could smoke filters."
The Marlboro Man helped reinforce the idea that filtered cigarettes could be masculine.