"When the Chrysler car company released its new model Dodge Coronet in 1967, the theme of its ad campaign was the "White Hat Special," with some ads featuring the "Dodge Girl" in her signature white Stetson, saying that "Only the good guys could put together a deal like this." These ads didn't need any elaboration. Madison Avenue knew the potential buyers had all been raised on film and TV Westerns, and knew the symbolism of white hats. Roy Rogers, Gene Autry, the Lone Ranger — cinematic heroes wore white hats, and bad guys wore black. It was all very simple. The colors white and black have carried layers of moral meaning since long before American infatuation with cowboys and automobiles, and some scientists believe that those associations may be automatic and universal and ancient (abstract)." - Steven Perez from Bookmarklet