Fallon's ad for E.D.S., the computer giant, depicted rugged cowboys talking about the thrill, as one put it, of "holding together 10,000 half-wild shorthairs."

The song is about a young, aspiring poet who turns to a rugged cowboy for advice and inspiration.

Two rugged cowboys, their hats shading their faces, their coats mantling powerful shoulders.

In the 1950's, Mr. Lyon directed the company's advertising campaign that introduced the rugged cowboy lighting up its Marlboro filter cigarette under wide, open skies.

But Annie insists on finding the very best help for an equine patient, and so she telephones Tom Booker, the rugged cowboy of the title.

Also held on Sunday, this is a place where thousands of rugged central Asian cowboys and peasants come to buy and sell cattle, camels, sheep and horses.

By now the rugged, stoic cowboy is so closely identified with Marlboro that in some advertisements Philip Morris has only to show him smoking a cigarette.

Its hot, dry climate and dusty plains are home to the country's cattle, and with them the rich culture of the rugged, solitary cowboy.

Human Touch Wayward tourists, staunch policemen, rugged cowboys.

All of this was set in motion when the rugged cowboy replaced the Lilliputian bellhop as the icon and mascot on the company's advertising.