I remember Fleming's use of product names jumped out at me in
a
contemporary reading of his books. He wasn't likely the first
to do so, but
there was something about the way he detailed products that
was unusual at
the time.
I remember reading a review of one of his books which
discussed the product
fetishism of the rituals of preparation he had Bond go
through.
I personally think he was just trying to give a feel of the
times. While
the sixties may have been a decade we normally associate
with
counter-culture, they also gave birth to a pronounced
consumerism that was
very "brand" conscious.
As an example, it was a time in which wealthy people who in
the past had
their suits made to order by tailors, began, instead to buy
ready-to-wear
clothes from boutiques operated by designers like Bill Blass
and Yves St.
Laurent. They were looking for the brand association.
Fred
----
Down on Ponce a novel by Fred Willard
http://www.mindspring.com/~fwillard
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