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Question: What does a bottle of Pepsi from 1957 have in common with a pricey pair of Guess jeans in 2012? Answer: Pretty much nothing—except for tall, blonde and provocatively posed young ladies. Perhaps we’d better revise that response. These two products actually have one very important thing in common, and it’s a tactic that’s easily the most prevalent and versatile of the advertising playbook: the woman as provocateur.
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