Friday, July 6, 2012

I wish I had high cheekbones.

           I've been scouring the fashion magazines to get up to speed for some of my summer classes. I've been struck by one thing: high cheekbones.

           Not all models have them, of course, but the ones that do seem to get special treatment. Special lighting, for example, to make those cheekbones into the fashion equivalent of Mt. Rushmore.

           Charlize Theron has them in her Dior ads. The photographer made sure the light source created a canyon beneath them. 

           Even the Wall Street Journal Magazine, in their section on "Getaway Glamour" swimsuits the models have high cheekbones. They're so pronounced you could high dive off them.

           Did Elizabeth Warren start all this, in her run for the Senate in Massachusetts? She considered that her own high cheekbones could be evidence of a Native American heritage.

           Fortunately, in advertising and marketing recruiting interviews, nobody cares about your cheekbones, high or low. They want to discuss how you think, what you've done, and how you can make their lives easier. How you would fit into their organization. If you're good, you can probably get a job without cheekbones. 

           That's different, of course, from being cheeky. Being cheeky can be a good thing. A lot of my work has been called cheeky (although I personally never use the word).

           I'm looking right now at an ad for the Trump Hotel Collection. The headline says "Own New York". The copy says "Most hotels give you a room. We give you the entire city."

          The visual is a couple frolicking in a fountain. The man is in a tux, the woman has high cheekbones.

          The ad is stupid.

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