The grouchy, irascible Wall Street Journal--which last week railed
against lightbulbs, cursive, and the president's taste in music--is at
it again this week. The newest target of the paper's scorn? The vulgar
words jeans companies use to describe the human posterior. Ray
provides a guided tour through the muck, refusing to spell out a slightly racy three-letter word from the Levi's ad campaign:
In what could
be called a race to the bottom, some denim companies are breaking
language taboos, not backing away from using crude language to describe
A current slogan for Levi Strauss & Co.'s Levi
Curve ID women's jeans reads "All A—es Were Not Created Equal." The
slogan, which doesn't bleep out the three-letter word for the behind,
appears in store windows, on billboards and as part of a flashy magazine
campaign. VF Corp.'s Lee Jeans brand has a television commercial in
which Mike Rowe, host of "Dirty Jobs" on the Discovery Channel, refers
to his hindquarters as "butt." Gap Inc.'s Old Navy brand recently used
the word "booty" in TV ads for a system to determine the best jeans for
all sorts of behinds. The words "Booty Reader" show on the screen.
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