Protuberant (pronounced proh-too-ber-uhnt, proh-tyoo-ber-uhnt, or pruh-too-ber-uhnt)
Bulging out beyond the surrounding surface; protruding;
projecting; swelling from the surrounding surface; bulging.
1640–1650: From the sixteenth century French protubérant (prominent beyond the surrounding surface), from the Late Latin protuberantem (nominative protuberans), present participle of prōtūberāre (to swell, bulge, grow forth), the construct being pro- (forward) + tuber (lump, swelling) from the primitive Indo-European root teue- (to swell). The most common form in the Late Latin was prōtūberāre (to swell). The verb protuberate (bulge out, swell beyond the adjacent surface) dates from the 1570s, from Late Latin protuberatus, past participle of prōtūberāre. Protuberant is an adjective, protuberate is a verb, protuberance & protuberancy are nouns and protuberantly is an adverb; the noun plural is protuberances.
Patting the protuberance of pregnancy: Ali Lohan (b 1993, left) photographed with her pregnant sister Lindsay Lohan (b 1986, right) wearing Sandal-Malvina Fringe Tank Dress in (unattributed) Dodge Yorange (left). The shoes are Alexandre Birmen Clarita Platforms and may have been worn just for the photo-shoot; usually, pregnant people prefer something more sensible.
In Australia, PM&C (Department of
Prime Minister & Cabinet) in 2022 released a new logo for the “Women’s
Network”. To the left of the construct
was a cursive "W", the right stroke (the vertical diagonal line in a letter)
adorned with a swash (a fancy or decorative replacement for a terminal or serif
in an upper-case capital letter (although this w may be lower case (it’s hard to
tell) in which case it would be a "flourish"). To the
right was a capsular (technically a geometric stadium) protuberance which had
been bitten into by the stylized W. The
logo’s graphical elements were rendered in a darkish purple which lightened as the shape extended right, the text below in two different sans serif fonts, one line in bold black,
the other grey. The design and placement
of the text, though not obviously thoughtful, did at least add meaning to the graphic
which might otherwise have been thought something to do with aubergines
(eggplant).
The logo proved to have a short life, withdrawn from circulation in response to complaints it resembled male genitalia; on Twitter, #logonono quickly trended. Almost immediately the furor erupted, PM&C issued a statement saying the logo had been “removed” from its website “pending consultation with staff”. Noting the phallic creation was part of a rebrand of staff DEI (diversity, equity and inclusion) networks “to establish a consistent look and feel” between the logos used for various groups, PM&C added “the Women’s Network logo retained a ‘W’ icon which staff had been using for a number of years” which seemed an unnecessary clarification given nobody had objected to the W. Anxious to assure the country that whatever controversy might have been induced by the purple protuberance, PM&C announced the “…rebrand was completed internally, using existing resources, and designs were consulted on widely. No external providers were engaged for this work… (and that) the prime minister and the prime minister’s office were not part of this logo design.” Well that cleared that up.
Graphic designers do seem sometimes unaware of the levels of anatomical comparison their work offers. Of course, on the basis that "no publicity is bad publicity" there may be the odd "intentional inadvertence", there being much to be gained from a good handling of a controversy.
The attitude of critics was exemplified by the NOWN (National
Older Women’s Network), which issued a statement describing the logo as “either thoughtless or an insult”
although as a re-branding exercise, the project had to be labeled a success,
most of the country now aware of the existence of the Women’s Network, a
mysterious body previously familiar probably only to a handful of souls devoted to it causes. A discussion of what it does or whether it
fulfils any useful purpose wasn’t stimulated by the outcry over the offending logo so whatever the Women’s Network was doing before, it presumably
continues to do. One thing it achieved
was to flush out the competition; it seems there are in the country a number of
organizations with "Women's Network" in their title but whether there are demarcation disputes or all work together is collective feminist harmony seems not to have made the news.
Chrysler show cars, 1954: Chrysler Le Comte (his, top) & Chrysler La Comtesse (hers, bottom).
Chrysler offered the La Femme package in 1955 and 1956 on the Custom Royal Lancer (the division's top trim line), the creation not a stylistic whim but a response to sociological changes in an unexpectedly affluent post-war US society in which women were found to be exerting a greater influence on the allocation of their family’s rising disposable income and of most interest to Chrysler was that those increasingly suburban families were buying second cars, women getting their own. Adventurous color schemes were nothing new for Detroit, the cars of the art deco era noted for their two-tone combos but shades had been more subdued in the years immediately after World War II (1939-1945). That changed with the exuberance of 1950s experimentation when three and four-tone renderings hit the showrooms though for the La Femme concept which had been previewed in the La Comtesse, two were judged enough. The Le Comte & La Comtesse show cars in 1954 attracted most attention for their clear Perspex roofs (a craze at the time which didn’t last long as buyers found themselves slowly being cooked) but, following the grammatical conventions of their French definite articles, they were very much a “his & hers” brace, the darker (black & bronze) Le Comte with a “masculine” image and the La Comtesse, painted in "Dusty Rose" & "Pigeon Grey", a softer and more “feminine” look.
1955 Dodge La Femme by Chrysler (left), accessories by by Evans of Chicago (right).
The public and critical response to La Comtesse must have been positive enought to encourage production and for the 1955 model year, the La Femme option was offered on the Dodge Custom Royal Lancer two-door hardtop, finished in a two-tone combination of "Heather Rose" (a shade of pink) & "Sapphire White", highlighted with gold-colored "La Femme" badges in a display script but if the exterior was (almost) subdued, the interior, a sea of pink, was femininity laid on with a trowel. Trimmed in a tapestry fabric unique to the La Femme which wove pink rosebuds on a silver-pink background in pastel-pink vinyl, confronting those who sat there was a dashboard painted in bright-pink lacquer. In case nobody sitting inside got the message, there was another La Femme badge in anodized gold-tone making explicit this was "a car for women".
In the pink: Dodge La Femme (1955-1956).
In a marketing ploy which turned out to be years ahead of its time, the La Femme also came with coordinated accessories, the centrepiece a pink calfskin handbag that fitted neatly into a storage compartment built into the back of the passenger’s seat, the shape of which included a scallop which meant the handbag’s escutcheon plate was visible, Dodge’s press-kits noting the brushed-metal was designed to permit the owner’s name to be engraved. The handbag contained a compact, lipstick case, cigarette case, comb, cigarette lighter, and change purse, all made variously with faux-tortoiseshell or pink calfskin, both combined with yet more anodized gold-tone metal. In a matching compartment on the back of the driver’s seat was a rain coat, rain-cap and umbrella, all made with a vinyl patterned to match the rosebud interior fabric. The design and production was by Evans of Chicago, a furrier and maker of fine accessories, famous for the display of "Black Diamond" mink coats in their flagship store at 36 South State Street. Evans later would fall victim to the anti-fur movement which would lay waste to an industry on which many regional economies had been built.
The advertising message which at the time seemed a good idea.
In toned-down form, the La Femme option re-appeared in 1956. The external color combination was changed to a "Misty Orchid" & "Regal Orchid" scheme and the interior finish was simplified, the previous year’s tapestry fabric proving challenging to produce in volume. The revised upholstery used a heavy white cloth with random patterns of short lavender (purple's most "feminine" hue) and purple loops, matching the loop-pile carpeting and the accessories were limited, restricted in 1956 to just the rain coat, rain cap and umbrella. Over the two seasons, fewer than 2,500 buyers chose the US$143 option and it didn’t re-appear for 1957.
Dodge in 1955-1956 had advertising for men (HP (horsepower), speed and V8 engines, left) and for women (everything pink, the paint, the rosebuds on the upholstery, the handbag, compact, lipstick case, cigarette case, comb, cigarette lighter, change purse, rain coat, rain-cap and umbrella, right). In an interesting (though unverified) juxtaposition of men's perceptions, several sources suggest at least three La Femme buyers chose the most powerful engine on the option list, Dodge’s D-500 (a 315 cubic inch (5.2 litre) V8 with hemi heads and a four barrel carburetor, rated at a then most masculine 285 HP); perhaps not all clung to 1950s gender stereotyping.
Dodge La Femme advertising copy (1955, left) and pony-tail friendly headrest (right). The men at Dodge were not wrong in concluding the “discriminating, modern woman” existed in commercially significant numbers and that she might buy a car but didn't grasp that functional features would have more appeal than pink paint. Ironically, the evidence does suggest men at the time were rather more susceptible to being drawn to a car because it was marketed as “masculine” than were women to something cynically and superficially “feminized”.
Other manufacturers did dabble with feminine-themed cars in a similar vein including GM's (General Motors) 1958 Chevrolet Impala Martinique and Cadillac Eldorado Seville Baroness but neither reached series-production. The special detailing on GM’s 1958 show cars was the work of two of the seven women hired by the corporation's then head of styling, Harley Earl (1893–1969) and within the studios, the septep were known as the “Damsels of Design”, Jeanette Linder working on the Impala Martinique convertible and Suzanne Vanderbilt on the Eldorado Seville Baroness. Had their presence continued Detroit’s design language in the 1960s might at least subtly have followed a different path but, upon Earl’s retirement in 1958, he was succeeded by Bill Mitchell (1912–1988; head of design at GM 1958–1977) whose world view was different: “No women are going to stand next to my male senior designers”. Under the Mitchell regime, the damsels departed although probably he’d approved of their work at GM’s Frigidaire division designing the 1955 “Frigidaire Kitchen of Tomorrow” which genuinely was influential. While doubtlessly Mr Mitchell opened a fridge only to get himself a beer when no woman was on hand to fetch one for him, he’d have thought women just the people to design how fridges should look. Much later, there would be innovations in car design which women found genuinely helpful such as a hook on which a handbag could hang while remaining conveniently accessible and headrests which comfortably would accommodate a ponytail.
What in the US did find a receptive audience among women was the new generation of smaller (the "compacts", "pony cars" & "intermediates") automobiles introduced in the early 1960s, women sensibly drawn to something smaller than the standard-size machine which after 1957 grew to an absurdly inefficient size (to which men would continue to be attracted until economic reality bit in the 1970s). FoMoCo (Ford Motor Company) in 1966 took advantage of the shift in the tastes of some with its “Six and the Single Girl” campaign, promoting to a suddenly numerous sub-set of the female demographic the virtues of the six cylinder version of its Mustang which wildly had been successful since introduction in 1964. That subset was “the young white women of the baby boom”; many had jobs which meant they had either the capital or credit rating required to buy a new car and the Mustang, stylish, small (in US terms) and affordable could have been designed with them in mind which, to some extent, it was. Coincidently, at the time, FoMoCo was struggling to meet demand for V8-powered Mustangs but had the capacity to produce more sixes so in 1966 the planets aligned nicely and “Six and the Single Girl” played a part in stimulating demand, the fitment rate of the "six-pot" engine at times approaching 50%, the same phenomenon experienced by the main competition, the Chevrolet Camaro, introduced that year. Because the survival rate of the era’s six-cylinder pony cars is so low, the general perception of the breed overwhelmingly is of V8-powered, tyre-smoking muscle cars but many were built as modest commuters (the so-called “secretary’s car”) purchased by those more interested a car’s gas (petrol) consumption than its ET (elapsed time) over a drag strip’s ¼ mile (400 metres).
In a form of “ambush marketing”, FoMoCo picked up “Six and the Single Girl” from the title of Sex and the Single Girl by Helen Gurley Brown (1922–2012), a book which sold by the million (more quickly than even the Mustang managed) and spent more than a year on the NYT (New York Times) best seller list. In a sense, Sex and the Single Girl was a product of pharmacological determinism, published as it was some two years after the first oral contraceptive pill (even then famously known as “the pill”) was approved for prescription use in the US by the FDA (Food and Drug Administration). Without women gaining some degree of autonomous control over their fertility, the premise of the book would have been absurd because as well as arguing the importance of them being financially independent of men, she advocated pre-marital sex, if need be with multiple partners and, obviously, without benefit of marriage. Women with their own money was an idea subversive enough but the notion of unrestrained promiscuity upset the priests and politicians even more and although in the era a number of books (including Rachel Carson’s (1907–1964) Silent Spring (1962), Anthony Burgess’s (1917–1993) A Clockwork Orange (1962), William S. Burroughs’ (1914-1997) Naked Lunch (1962), Edward Albee’s (1928–2016) Who's Afraid of Virginia Woolf (1962), Betty Friedan’s (1921–2006) The Feminine Mystique (1963) and James Baldwin’s (1924–1987) Another Country (1963)) appeared which appalled many in the conservative establishment, there was something about S&theSG which seemed especially threatening. The protests of course made it a succès de scandale (from the French and literally “success from scandal”) which is the literary or artistic term encapsulating the dictum Dr Joseph Goebbels (1897-1945; Nazi Minister for Propaganda and Public Enlightenment 1933-1945) followed when dealing with the press in the difficult years before the party was handed power (like the consequences of Benito Mussolini's (1883-1945; Duce (leader) & Prime-Minister of Italy 1922-1943) "March on Rome" the Nazi's "seizure" of the state is something of a myth): “Let them abuse us and let them damn us but let them say something about us”, a variant of Oscar Wilde’s (1854–1900): “It doesn’t matter what people are saying about you as long as they’re saying something”. Goebbels truly was evil but his point was well made and among a prolix crowd, he was succinct, the acerbic thumbnail sketches of his Nazi colleagues he noted in his diaries in some ways reveal in a few words as much about them as their inch-thick biographies.
The Tussy Cosmetics company in 1966 offered three 1967 Mustangs as prizes for contest winners, each finished in a shade of pink which matched the lipsticks Racy Pink (“A pale pink”), Shimmery Racy Pink Frosted (“Shimmers with pearl”) & Defroster (“Pours on melting beige lights when you wear it alone, or as a convertible top to another lip color”). The fate of the cars is unknown but nerds might note the three prizes were 1967 models while the model (as in the Mustang) in the advertisement was from the 1966 range. That's because the advertising copy had to be made available before the embargo had been lifted on photographs of the 1967 range. The men on Madison Avenue presumably dismissed the suggestions that might be what would now be called “deceptive and misleading” content with the familiar “she'll never know”. Ten years on from Dodge’s La Femme debacle, old habits were dying hard.
When in 1965 of Helen Gurley Brown was appointed editor of the glossy women’s magazine Cosmopolitan, the title switched focus to a publication aimed almost exclusively at the emerging and growing demographic with disposable income in which FoMoCo would become interested. In what proved a perfect conjunction: a target market with (1) economic independence, (2) social freedom, (3) an embryonic feminist awareness and (4) the birth control pill, the magazine thrived, surviving even the rush of imitators its success spawned. It’s a bit of a long bow to suggest Cosmopolitan for decades reproduced variations of 1962’s best seller advice manual in a monthly, glossy package but clearly, there was a gap in the market and there were more similarities than differences. The approach was a success but there was criticism. Conservatives disliked the choices in photography and the ideas young women were receiving. Second wave feminists were divided, some approved but others thought the themes regressive, a retreat from the overtly political agenda of the early movement into something too focused on fun and fashion, reducing women yet again to objects seeking male approbation. FoMoCo, neutral on the squabbles, sold women six-cylinder Mustangs by the truckload, feminism's S&theSG and capitalism's 6&theSG proving symbiotic.












