Oregon daily emerald., January 19, 1996, Page 2, Image 2

VIEWPOINTS
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EDITORIALS OPINIONS LETTERS TO THE EDITOR
Mother mistakes suds
for soda, kids suspended
■ OUR OPINION:
Packaging similarities
between beer and soft
dnnks is more than
coincidence
Hudwniser: The Choice of
New (Generation
Recently In Federal Way,
Wash., |ust south of .Seattle,
two 12-year-olds were sus
(tended for bringing beer to
school
As the story gon. the
mother of one of the stu
dents had been parking
lunch boxes in a hurry and
had accidentally grabbed
cans of Hudwoiser Ice
instead of Pepsi
The children turned the
can in as soon as they real
ized they wen* sipping suds
instead of soda but were
punished anyway Thi*. of
course, has raised a deflate
over the school's “no toler
ance" policy and the pun
ishment of children for
telling the truth.
What has nek been din
cussed, however, is the
intriguing similarity
between the appearance of a
blue and white can of Hud
Ice and a Pepsi can.
For all of the alcohol and
tobacco industries' talk
about not targeting minors
in their marketing cam
paigns. their packaging and
advertising indicates that
they are putting their money
in Ihe opposite direction of
their mouths
Camel cigarettes has been
using the Cool Joe Camel
cartoon for more than a year
now, with three page fold
outs in magazines that pic
Hue young, hip
< a mala/people hanging out
in luxurious dunce dubs
puffing away
The company denies that
it is trying to influence the
youth market, Yet. research
cm smoking shows that if a
person doe* nol pick up lb**
habit before the age of . he
or »he probably wool
So even if kid* can't get
access to cigarette* today,
which brand will they be
likely to pick up when they
reach the age of consent?
Henson Ik Hedges1* Don’t
think so.
But let’s get back to the
iieer,
It's conceivable that the
Kckagtng of Hud Ice and
psi is just an unfortunate
recurrence Hut alcohol
advertising has never called
out to the old and infirm
Beer ads brim with athlet
ic heroes and beautiful
women — the two favorite
topics of heterosexual
teenage boy* Michelob may
even throw in a motorcycle
or a (pool car just for sec uri
ty These boy*, of course,
grow up to be the primary'
imbibers of the golden brew,
guzzling down far more
than. say. women and senior
citizens
Kven if Budweiser main
tains its adults-onlv market
ing stance, it’s difficult to
ignore its commercial
appeal to the future markets
now filling the nation’s high
schools
In addition, youth-target
ed advertising for alcohol
Colne ides with an increase
in the number of hours kids
spend in front of the televi
sion and (surprise) a nation
al increase in teen drinking.
This could all be correla
tive, of course There’s no
proo/lhat beer advertising
causes minors to seek out
Coors instead of Coke
Hut even if the 12-year
olds weren't guilty of smug
gling brow into school, most
of their poors seem to think
that drinking is coo*.
Gee. wo wonder where
they could have gotten that
idea
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today's letter is '(§' I
(5 IS FOR goM*\EftClAi_.
CAM YOU 5AV COMMESC/4L?
we BET You'Ll BE ABLE 7t> SOON1
W€'LL BE S/6MT BACK
AFTER 7WESE MESSAGES..
11
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CWAM-Vtt OWE *V TMf CLkUROOM
Pussy Galore is more than perfection
You V* mfflf a hmg way, Band gtri
When lan Fleming wrote (tie |«mm
Bond tpy aorta*, he created a master
piece disguised a* kit« h
No film rendition he* ever done |u*tic* to
Fleming* * lea ry g*mu* British and American
film producer* prefer lo emptiest** p»t pack* and
exploding fountain pen* rather than me** with
the real allegory. Saint Georg* symbolism, and
ym, Oedipal by play that Fleming spun into hi*
fiction
The result it IS of the mini popular action
Him* hi cinema history. hut to
truly esperiem* Fleming one
mu»i delve deep beneath the
wool to discover the even deep
t-f layer ot *mut embedded in
the written mini
An e s*mpie Bund's curious*
ly intimate relationship with his
.29 Be ret I a
When M divest* Bond of his
favorite handpiece in the book
version of "From ftussro With
tent?, mu reran* taatng it out and oiling it.
|Mt king the bullei* into thw spring-loaded shaft,
and 'pumping <h* tartridgw* out onto the bed
spread in some hotel bedroom somewhere round
the world,' before wiping it dry with a rug Seen
Connery tuner diimad us thof
Mui h more tan tw> found between the page* of
a Hewing novel, some of it gross torn* of it gold
en Superfh tal cinema e*pm rally deprive* mule
ente* urban it come* to the portrayal of
Bond-girls
Take Pussy («alore Must film fans fondly retell
Pussy a* the Bond-girl with the best name recog
nition She began as a had Bond girl in Gald/in
get. but converted to the cause of right after being
e*posed to Bond's, m. charisma.
But behind the gold lame apparel of the ammu
Pussy i* the tough lesbian of Fleming s fiction.
The film downplays Pussy's lesbianism, perhaps
because in this light Bond's rough barnyard roll
in the hay. coupled with Pussy'* unlikely remark
that she d never met a "man" before, it Ihe sort of
thing one would hear at a rape trial.
When the first cinematic Bond-girl. Honey
Rider, stepped out of the surf and into Bond's life,
she was out collecting Venus seathelU, wearing
her rocket-top bikini How much hotter it would
have been If director Terence Young had been
faithful to the book, in which Honey makes her
appearance au natural and has a badly-healed
broken nose
The broken nose is significant to a Fleming
reader — who will recognise it at the fatal flaw of
a true Bond-girt - but audiences accustomed to
lamp espect their Bond-girls to he perfect
Important imperfections always get left out of
the screenplay, which partially account* for the
image of the Bond-girl as meaningless double oh'
U
The enlightened Bond-girl, fresh from Bond's
bed, regain.-, her femininity, self esteem, and
sense of right from wrong.
-99
Mrvwn d«s oration Flawless Ursula Andress was a
dear as Honey. but Honey's deformed bridge is
what establishes her as a Fleming creation and
not just a cinema bimbo
The ideal Bond-girl is represented in You Only
Ln-e Twice by Kissy Suzuki, a Japanese spyette
"Bondosan," despite being tola by a Japanese
colleague that in Japan. "The man always tonne,
first, the woman always comes second." has a
relationship of equals with Kissy
Kissy is one of the few Bond-girls who hasn't *
been raped, damaged or in some other way ren
dered a sexual misfit Indore encountering the
curative power* of Bond's txMiside manner.
Honey Rider was an orphan whose only sexual
experience consisted of being raped while
drugged; Tracy Viusnzo (On Her Majesty"* Secret
Serv ice) was a suicidal; Solitaire (fjvc And let
lSr) was forced to remain a virgin lest sex exhaust
her psycho energies, and Fussy became a lesbian
after being raped by an uncle at the age of 12
Sortie critics, notably Tony Bennett and Jane
tVooliacot. have observed that Bund girls" abnor
malities prevent them from being art bet y pica I! y
feminine.
Hood frequently finds his femnte fatale* in
extraordinary circumstance* working for the
villain. walking around naked or cheerfully ton
ternpUung a rawer a* a rail girl- Housewives they
aren't.
Instead. Bund girl* are a confused mixture of
the demure and the diabolical, represented by the
good and the bad Bond-girt present tn every film
Bond * sexual conquests then, which with a
normal girl would verge on exploitation, become
acts of benevolence that restore to theae girls thetr
natural instincts. The enlightened Bond-girl,
fresh from Band's bed. regains her femininity,
self-esteem and sense of right from wrong
Cured. Bond-girls become perfect Bond mi*
tresses. They are equal but subordinate, free to
< ome and go — provided they cunte before they go
This transformation, in which the Bond-girl
really does come a long way - by going all the
way with Bond - is the most meaningful element
of Flemlng-style smut absent from the films The
comfortingly static messages of sexism and male
supremacy are still intact in the novels (don't
panic!), but given an extra shake that shouldn't be
missed.
Son/a Sherwood, a senior mafonng in Journalism
and English, it a cotumnut for the Emerald and a
member of the James Bond fan club