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with getting back to fundamental values and simple pleasures. An ad for Crystal Light (low-calorie) lemonade pictures a woman dressed in white, with a soft yellow shawl, standing on a beach, looking ecstatic. The caption, which is written in script to look like a note that might be from a friend, reads, “because a single-digit dress size does not guarantee happiness, an afternoon of piggyback rides beats a day on the treadmill, a moment of laughter is the best therapy, do what works for you. That’s the beauty of Crystal Light.” Papyrus stores pictures a woman—again all dressed in white, on a soft yellow rug, reading a card illustrated with delicate lavender flowers. The card says, again in handwriting, “an oasis in the information age.” Continuing in print, it remarks, “The simple pleasure of the act of writing remains. That is because the most memorable messages are those written by hand.” As the pace of life picks up and technology defines more and more of our lives, the Innocent wants peace, ease, naturalness, and, most of all, to have some things endure. The Innocent explains the appeal of tours to Amish country, of Shaker furniture, and of Ikea, which, the ad tells us, means “common sense.” Coke: An Innocent Masterpiece Coca-Cola has generally been brilliant in its consistent understanding that it is an Innocent brand, although the framing of that brand identity happened primarily as a side effect of a decision to connect the brand with America. A character in a Nancy Mitford novel called The Blessing sums up the meaning of Coke this way: “When I say a bottle of CocaCola, I mean it metaphorically speaking. I mean it as an outward and visible sign of something inward and spiritual, I mean it as if each Coca-Cola bottle contained a djinn [spirit], and as if that djinn was our great American civilization ready to spring out of each bottle and cover the whole global universe with its great wide wings.” During the Second World War, Coke made a compelling case for the importance of a cool, refreshing, nonalcoholic drink for soldiers. Dwight D. Eisenhower was a strong believer in the motiva-

Profile for Lewis Lafontaine

Mack, Margaret - Hero and Outlaw Archetype  

Mack, Margaret - Hero and Outlaw Archetype