I'd go even earlier though. Frederick Jackson Turner "The Significance of the Frontier in American History". Americans have different views on rugged individual

I'd go even earlier though. Frederick Jackson Turner "The Significance of the Frontier in American History". Americans have different views on rugged individualism than Europeans do, so I didn't think it's surprising that we want to project cowboy country onto urban environments. Advertising is just tapping into the rugged lumberjack ideal.