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The Lover


ney. Durex ran an ad with a couple tastefully presented, but clearly making love, with the caption, “The human body has over 45 miles of nerves. Enjoy the ride.” Because wine and spirits decrease inhibition, they are also often associated with sex. Cutty Sark ads sport pinup figures. But many products unrelated to actual sexuality, from power tools to radios, are sold with sexual images. A tough but gorgeous woman wearing only a seat belt is pictured in a Jensen car radio ad with the phrase “Feel the raw naked power of the road.” Dior runs edgy fashion ads with women engaging in what appears to be lesbian sexual foreplay so hot that sweat is dripping heavily off their arms and legs., selling discounted fashions for men and women, runs a picture of a woman in her underwear tapping away at her laptop as a naked man holding a towel over his privates steps out of the bathroom. The caption reads “satisfaction guaranteed.” The question the reader might raise is, “Was she satisfied by the man or was she not?” She certainly does look satisfied with her laptop. Glenfiddich promises its customers that “tantric sex is a no brainer for a whisky man,” explaining that “patience and control are crucial in the single malt business.” Guess Jeans consistently portrays women in come-hither poses. Although they are clothed, the seductive message is clear. Sometimes they look almost orgasmic, but they always have a look of seduction. Playboy has been so successful selling sex directly that it advertises itself as “the most powerful men’s brand in the world.” Chanel: The Making of a Lover Brand Chanel originated in France in the early 1900s. Coco Chanel was the illegitimate daughter of a poor peddler and a shop girl. After her mother died (and her father ran off), she lived in a convent, and as she grew older, she supported herself as a seamstress. She dreamed of more romantic things, eventually running off to become, first, a cabaret singer and, later, the backup mistress of a wealthy playboy who encouraged her to open a dress shop to keep herself busy. Who would have anticipated the magnitude of the success growing out of that modest shop! Chanel was shockingly daring, often wearing men’s clothing and using menswear as an inspiration for a bold line of women’s clothes—

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype