110 lines
6.8 KiB
Plaintext
110 lines
6.8 KiB
Plaintext
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Polished Nipples
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or
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The DeKlein of Western Civilization
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A few years ago the makers of Johnny Walker whiskey launched a new
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advertising campaign. One ad in the series featured two lissome females
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padding aerobically across a grey beach in their bare feet, the silent
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foam swallowing their footprints. Their bodies were toned and tanned,
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their skin flawless. One of the women wore a smart red and blue
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ensemble, her pert buttocks mocking the camera. The other was in a
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similar bikini-like exercise tog, but had a wristwatch strapped to her
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bicep. (It was not made clear whether this was a new fashion trend or
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simply that she was anatomically dyslexic.) As we joined them, the
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bicep woman had turned to her companion and announced: "He loves my
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mind. And he drinks Johnny Walker."
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Of course, my first question was: "How does she tell time?" In
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order to see the face of the watch she would have to lift up her arm and
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stick her nose right in her armpit. Unpleasant, even if you haven't
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been "padding aerobically." My next question had to do with the Johnny
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Walker slogan ("Good taste is always an asset") and the choice of a rear
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view for the photograph. But finally I came to the really big question:
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"JUST WHO ARE THESE PEOPLE TRYING TO KID?"
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Are these women pouring over books in a research library? Are they
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huddled over a microscope probing the mysteries of genetic science? Are
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they debating social and economic issues at a Third World Symposium?
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Sure, talk of the mind....but give the public tush!
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In fact, it seems that you can't open up a magazine today without
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running across an ad with some nubile wench with an exposed torso
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arching her back as she's drinking mineral water, or some Adonis in a
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Speedo flexing a granite chest while discussing mutual funds with an
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associate. Advertisers insist that they are simply tuned in to
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America's increased awareness of fitness. But it seems to me that what
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started in the early 80's as "body consciousness" has turned into
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"carnal obsession." And speaking of obsession...
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Probably no one has cashed in on this new societal narcissism
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better than Calvin Klein. In 1982, he (with the help of photographer
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Bruce Weber) launched a new line of men's underwear by raising a forty-
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five foot idol above Times Square. Hands pressed against his thighs,
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head back, eyes closed, this bronzed god in jockey shorts signalled a
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new age of body worship. An age in which Mr. Klein is flourishing.
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Perhaps every male in America has, seared in his memory, a vivid
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picture of one of the first Calvin Klein Obsession ads. It featured a
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number of bodies, some obviously female, draped in an anatomical jigsaw
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puzzle. You could (heaven knows I did) spend hours trying to figure out
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where a thigh ended and a torso began. Another Obsession ad featured a
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number of nude figures (male and female) lolling about on white
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monoliths, their tawny skin shining in the sun. And the latest in the
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series features a nude male carrying a limp, equally non-clothed female
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in a fireman's carry.
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Now, what are these ads trying to tell us? Are we to believe that
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women swoon at the smell of Obsession, disrobing as they fall to the
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ground? I'd buy the stuff if that were true. Or is it that the true
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fragrance of Obsession is only revealed to those who are free from the
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restrictions of clothing. If that is true, what should we do with our
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now useless Calvin Klein underwear? Actually, it would seem that Mr.
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Klein has stumbled upon the great advertising truth of the 90's:
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FLESH SELLS.
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You'll notice that I didn't say that "sex" sells. You see, one of
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the frightening things about these ads is not that they are "sexual,"
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but rather that they are "asexual" or "omnisexual." In most of the ads
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it makes little difference whether the flesh belongs to a male or
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female. In fact, sometimes it's very hard to tell. Most of the men in
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the ads are alarmingly androgenous. High cheekbones, flawless, ruddy
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complexions, a total lack of facial hair (or any other secondary sex
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characteristics, for that matter), lithe and sculpted bodies. These
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guys are more pretty than handsome....and they are perfect. Not a
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blemish, stretch mark, or flaw can be found on these people. It's as if
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the pod people have returned and are modelling in New York.
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The rest of the media has quickly followed Calvin Klein's lead.
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One of the Greek gods is representing Soloflex. Venus would give up her
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clam shell if she could have the body of the Kelloggs Special K model.
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And Madonna's videos seem to be populated entirely by people who were
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born to pose.
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This wave of "carnality" has bothered me for some time. One of the
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reasons is that I'm damn jealous! Genetics and nature have conspired
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against my ever having the physical characteristics of these male
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models.
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But the truth finally hit me one day as I was flipping through a
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magazine and came across an ad for Calvin Klein Sport. It featured a
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group of friends posing for a picture while enjoying a lawn party on an
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estate of some sort. Since the ad was hawking his line of casual
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clothing, nobody was naked (though the Klein Flesh Tolerance Level was
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maintained by having some chest and torso peeking through open shirts).
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But then I noticed one guy lying on the grass in front of everyone else.
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He had his shirt off revealing a tanned and chiselled chest....and I
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stopped. I just sat there blinking for a while, because it struck me
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that this guy had polished nipples. I'm serious, polished nipples. It
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was as if someone had gone over his chest with Turtle Wax and a buffer.
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And suddenly I saw through it all. It was perfectly clear! I ran
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outside and started screaming at the top of my lungs, "They aren't real!
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They can't exist in reality! We can buy the same underwear, the same
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cologne, the same clothes, get liposuction, hire a personal trainer, go
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to tanning salons....we can try forever, but we can never BE them!
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Calvin Klein, Ralph Lauren, Laura Ashley, Soloflex, Kelloggs, Evian
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Water, all of them! They've duped us all!"
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But then I looked around and it appeared that no one had heard me.
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Out on the street a handsome college student drove past in his BMW
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convertible with his equally attractive girlfriend. I noticed the well-
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dressed girl from next door walking into her house carrying a bag from
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the Polo Country Store, and there were two guy across the street
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throwing a frisbee. I was about to turn away when something caught my
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eye. Both of them were shirtless, well-built and their nipples...
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By Grettir the Strong
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(alias Shawn Lynn)
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659 E. 600 N.
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Orem, UT 84057
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