
In his 2012 book Fractured Times: Culture and Society in the Twentieth Century, historian Eric Hobsbawm noted, “In terms of literary pedigree, the invented cowboy was a late romantic creation. But in terms of social content, he had a double function: he represented the ideal of individualist freedom pushed into a sort of inescapable jail by the closing of the frontier and the coming of the big corporations.”
If Hobsbawm is correct, the Western/cowboy boom of the Fifties and Sixties represented, to some extent, pushback against the societal homogenization of life in the suburbs, jobs in offices, and shopping in big plazas. Perhaps.
As an avid watcher of Maverick, Gunsmoke, Have Gun – Will Travel, and Rawhide, I can say that it is the simplicity of cowboy life that appeals to me. That, and the clearly defined characters who respond to adversity in predictable ways. The best Western TV shows were parables, and watching them was—and still is—catharsis.
It’s easy to understand why advertisers would want to associate their products with cowboys. Once you get past the poor hygiene and complete disregard for personal comfort, what you see is grit, determination, and a uniquely American cultural moment.
Gathered for you here is a gallery of classic car ads featuring cowboys. You can decide for yourself whether the association with The Old West and dusty trails served to enhance the image of the vehicle presented. The art in these ads, for the most part, is wonderful. Enjoy!
1911 Pierce-Arrow

Neigh What? The 1899 Horsey Horseless Carriage
1932 Dodge

1937 DeSoto

Dead-Brand Madness! 10 Classic DeSoto Ads
1942 DeSoto

Photo Feature: 1956 DeSoto Firedome Seville
1946 Chevrolet

Bow-Tie Madness! 12 Classic Chevrolet Ads
1957 Avis Rent-A-Car

Travel Madness! A Gallery of Classic Rental Car Ads
1957 Ford Ranchero

What If: A Gallery of Alternate-Universe 1957 Ford Ranchero Designs
1957 Plymouth

Photo Feature: 1960 Plymouth Fury Hardtop Coupe
1957 Pontiac

Poncho Madness! 10 Classic Pontiac Ads
1960 Buick

Dynaflow Madness! A Gallery Of Classic Buick Ads
1960 Rambler

1961 Mercury Comet

Quicksilver Madness! 15 Classic Mercury Ads
1964 Buick Wildcat

Forgotten Concept: Buick Cielo
1970 Dodge Adventurer

1979 Ford Ranchero

Car Spotter Challenge: Car-Based Pickups
1984 Nissan Pickup

Compact Madness! A Gallery of Small-Truck Ads
Listen to the very entertaining Consumer Guide Car Stuff Podcast