Thursday, August 17, 2006
The American West: a rugged, unforgiving environment fit only for gaunt, sophisticated, slim-ankled fifty-something bachelors. Or at least, that's the order of things according to this Lee Riders jeans ad from"Adventure Comics" #390 (March-April 1970). I agree; nothing says "roughing it" quite like sitting in a faux wood-paneled basement, reading aloud from "Us Magazine" and making catty remarks about Lindsay Lohan.
Man. It's like they want to role-play but they just can't muster the enthusiasm for it. "You look like a real cowboy, Lee." "And you look like Noel Coward, 'Uncle Frank.' No, 'Uncle Frank,' I really don't feel like wrestling with you right now. Maybe after I finish this crossword puzzle. And probably not even then. But I still get to keep the five hundred bucks... right, 'Uncle Frank?'"
And now, a worrisome juxtaposition of images from the end of the advertisement:
It's like an instruction manual for illiterate serial killers.