1. How does the composition of the photograph contribute to its effect?

Why is the focus

exclusively on the face rather than a longer shot that would include the entire body?

The background of the photo is just plain so therefore it’s mainly focused on the face. I think
the focus is exclusively on the face because it adds more of a dramatic effect to the picture
since it’s only of the face. It also makes him seem more manly. Especially with the cigarette in
his mouth. If it showed the full body then it would take away from the importance of the
picture.

2. What is the effect of the subject’s gaze not meeting with the eyes of the viewer?

The effect of the subject’s gaze not meeting with the viewer is that is he were to look at the
viewers then the picture would seem more engaging but since he’s looking away it makes him
seem more tough.

3. Life magazine assigned McCombe to do a story that dispelled the glamorous image of
cowboys seen in Hollywood movies of the period and, instead, documented the hard working
life of ranchers. What stereotypes about cowboys or the West does the photo exploit-- or
combat?

Since in Hollywood cowboys seem to be adventurous and happy. This picture shows the
opposite since he has a very blank expression. The bandana around his neck seems worn out
and rugged taking away from the glorious image that Hollywood has set.

4. Why do you think that this photo caught the eye of legendary advertising executive Leo
Burnett as a good choice for his campaign to transform the image of Marlboro cigarettes?

It was a good way to transform the Marlboro Campaign to make it seem more manly. The
picture shows the ideal image of a man at the time.