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The majority of the men who buy pickups – and they are overwhelmingly men – does not need them to cart hay to the back forty. In fact, the remarkable thing about pickup sales is that they rose steadily as the number of people who needed the vehicle for work declined. … Pickups symbolize a particular kind of masculinity rooted in the work rural people are supposed to do, and you can see it in ads like the ones Sam Elliott narrates, full of shots of trucks hauling and towing.
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