Slant

Slant (pronounced slant or slahnt)

(1) A surface, structure, line etc at a slope or in an oblique direction.

(2) In (US) football, an offensive play in which the ball-carrier runs toward the line of scrimmage at an angle (known also as the “slant-in”, a pass pattern in which a receiver cuts diagonally across the middle of the field).

(3) In prosody, as “slant rhyme”, a synonym for the “half rhyme”, “near rhyme” & “quasi-rhyme” (a form of imperfect rhyme in which the final (coda) consonants of stressed syllables (and, in modern English poetry, any following syllables to the end of the words) are identical in sound, but the vowels of the stressed syllables are not.

(4) In typography, a synonym of slash ( / ⟩, particularly in its use to set off pronunciations from other text (not used in IT where the distinctions are between the forward-slash (/) and the back-slash (\) which nerds call respectively the slash and the slosh.

(5) In biology, a sloping surface in a culture medium.

(6) In hydro-carbon extraction, as “slant drilling”, a technique in which the drilling is undertaken at an oblique angle rather than the traditional vertical orientation.

(7) In extractive mining, as type of run in which a heading is driven diagonally between the dip and strike of a coal seam.

(8) In informal use, a glance or look.

(9) To veer or angle away from a given level or line, especially from a horizontal; slope (in to incline, to lean).

(10) Figuratively, to have or be influenced by a subjective point of view, bias, personal feeling or inclination etc (often as “slant towards”, “slanted view” etc); a mental leaning, bias, or distortion (“feminist slant”, “MAGA slant”, “liberal slant”, “business slant” et al).

(11) To cause to slope.

(12) Figuratively, to distort information by rendering it unfaithfully or incompletely, especially in order to reflect a particular viewpoint (more generously sometimes described as “spin” or “massaged”).  The concept is known also as “angle journalism” (the particular mood or vein in which something is written, edited, or published).  In Scots English, the meaning “to lie or exaggerate” captures the flavor.  When used to describe the composing, editing, or publishing of something to attract the interest of a specific sub-group (a “slanted” story), “slanted towards” is necessarily pejorative if used only to suggest something optimized to appeal to a certain market segment or demographic (ie it’s more like “aimed at” or “intended for”).

(13) In slang, as “slant eye” (a racial slur now listed as disparaging & offensive), a reference to people from the Far East (applied historically mostly to the Chinese & Japanese), based on the shape of the eyes.  The variants included “slit eye”, “slitty-eyed” & “slopehead”, all equally offensive and now proscribed.

(14) In painting (art) a pan with a sloped bottom used for holding paintbrushes; a depression on a palette with a sloping bottom for holding and mixing watercolors; a palette or similar container with slants or sloping depressions.

(15) In US regional slang, a sarcastic remark; shade, an indirect mocking insult (archaic).

(16) In US slang, an opportunity, particularly to go somewhere (now rare).

(17) In historic Australian colonial slang, a crime committed for the purpose of being apprehended and transported to a major settlement.

Circa 1480s: From the Middle English –slonte or -slonte, both aphetic (in phonetics, linguistics & prosody, “of, relating to, or formed by aphesis” (the loss of the initial unstressed vowel of a word)) variants of aslant, thought to be of Scandinavian origin.  The other influence was probably the earlier dialectical slent, from the Old Norse or another North Germanic source and cognate with the Old Norse slent, the Swedish slinta (to slip) and the Norwegian slenta (to fall on the side), from the Proto-Germanic slintaną (which, in turn, was probably in some way linked with aslant.  Slant & slanting are nouns, verbs & adjectives, slanted is a verb & adjective, slantish is an adjective, slantwise is an adjective & adverb and slantingly & slantly are adverbs; the noun plural is slants.  The pleasing adjective slantendicular is listed by some as non-standard and presumably is proscribed in geometry and mathematics because it's an oxymoron; it’s a portmanteau word, the construct being slant + (perp)endicular.  It may be useful however in commerce or engineering where it might be used to describe something like a tool with a shaft which at some point assumes an oblique or skewed angle.   So it’s there to be used and slantindicular should be applied to stuff which is neither wholly nor fully slanted and in architecture, such structures are numerous.  In commerce, it could be used as a noun.

The noun slant by the 1650s was used to mean “an oblique direction or plane” and began in geography & civil engineering (of landforms, notably ski-slopes), developed from the verb or its adjective.  The now familiar (in the Fox News sense) meaning “way of regarding something, a mental bias” dates from 1905 while the derogatory slang sense of “a person of Asian appearance” came into use some time in the 1940s, a direct descendent from the earlier "slant-eyes", documented since 1929.  The verb slant is documented since the 1520s in the sense of “obliquely to strike (against something)”, an alteration the late thirteenth century slenten (slip sideways), the origin of which is murky but etymologists have concluded it came (via a Scandinavian source (noting the Swedish slinta (to slip)) and the Norwegian slenta (to fall on one side), from the Proto-Germanic slintanan.  The intransitive sense of “to slope, to lie obliquely” was in use by the 1690s, while the transitive sense of “to give a sloping direction to” had emerged by the early nineteenth century.  As early as the late fifteenth century forms were in use as an adverb, the adjectival use attested from the 1610s.  The technical use in literary theory as “poetic slant rhyme” was first used in the mid 1920s (assonance or consonance) although such lines had appeared for centuries, used sometimes deliberately as a device, sometimes not.  In the following stanza by English poet Peter Redgrove (The Archaeologist, published in Dr Faust's Sea-Spiral Spirit (1972)), the second and third lines contain a form of slant rhyme while the first and fourth have pure rhymes:

So I take one of those thin plates
And fit it to a knuckled other,
Carefully, for it trembles on the edge of powder,
Restore the jaw and find the fangs their mates.

You are watching Fox.

While it’s unlikely volumes of the poetry of Emily Dickinson (1830–1886) sit upon the bookshelves of those members of the Fox News audience who have bookshelves, they likely would concur with her words: “Tell the truth but tell it slant.”  “Slanted reporting” has become something which in recent years has attracted much attention (and much hand-wringing by the usual suspects) as an increasingly polarization of positions has been alleged to be a feature of political discourse in the West.  There is little doubt the effect (as reported) is obvious but there’s some debate about both the mechanics and the implications of the phenomenon.  As long ago as 2018, a study found that although the tenor and volume of things on X (formerly known as Twitter) was found to be increasingly toxic and surging, the number of active users engaged in these political polemics was found to be tiny and their effect was distorted by (1) the huge number of tweets they tended to post, (2) the propensity of their fellow-travelers to re-tweet and (3) the use of bots which were more prolific still.  If anything, recent voting patterns suggest it would seem the views of the general population appear to be trending away from the extremes towards the more centralist positions offered by independents or small-parties, something most obvious in Australia where compulsory voting exists.  Outfits like Fox News offer a slanted take on just about everything (and promote country & western music which truly is inexcusable) but this is something which has been identifiable in the news media as long as it’s existed and their blatant bias is hardly subversive or threatening, simply because it is so blatant.  What was most interesting in what emerged from the recent defamation suit filed by Dominion Voting Systems against Fox News suggested the network’s stance on things was motivated more by the financial imperative than ideological purity.  Intriguingly, what some analysts concluded was that if the universe shifted and the Fox News audience transformed into a bunch of seed-eating hippies, there would follow Fox’s editorial position, the slant being towards the advertising revenue rather than a particular world view.  Of course, there are some slants which are unalterable and dictated by ideological purity but with commercial media, it’s likely sometimes cause is confused with effect.

The Leaning Tower of Pisa (left) and Lindsay Lohan in The Parent Trap (1998) in front of London’s perpendicular Big Ben (1859) (right).  The architect’s original name for the latter was a typically succinct “Clock Tower”, chosen because it housed the “Great Bell of the Great Clock of Westminster” but it was in 2012 renamed “Elizabeth Tower”, marking the Diamond Jubilee of Elizabeth II (1926-2022; Queen of the UK and other places, 1952-2022), something little noted by Londoners or those beyond who continue to prefer the nickname “Big Ben” although strictly speaking that’s a reference only to the “Great Bell” a 13.5 ton (13.7 tonne) casting in bell metal (a bronze which is an alloy of about 77% copper & 23% tin).  The origin of the nickname is contested but there are no romantic tales, all the possible inspirations being worthy white men as was the Victorian way.

Although in Italy alone there are seven leaning towers (three of which stand (ie lean) in Venice), it’s the torre di Pisa (Tower of Pisa) which is by far the best-known and a frequent Instagram prop.  Built between 1173-1372, the structure in the Piazza del Duomo (Pisa’s Cathedral Square) is the campanile (the freestanding bell tower) of the adjacent Pisa Cathedral and the famous lean of some 4^o (actually somewhat less than its greatest extent after more than a century of compensating engineering works) was apparent even during construction, the cause the softness of the sub-surface.  That geological feature has however contributed to the tower’s survival, the “rubber-like” sponginess below acting to absorb movement and despite a number of severe earthquakes in the region over the centuries, the tower remains.  It is of course known as the leaning tower than a sloping, oblique or slanted tower, probably because of the conventions of use which evolved in English.

The words “sloping”, “oblique”, “slanted”, & “leaning” all describe something not vertical or horizontal there tend to be nuances which dictate the choice of which to use.  Sloping generally is used of something which inclines or declines at a gentle or continuous angle, the implication being of a gradual or smooth transition from elevation to another, such as the way a hillside rises gradually rises to its summit.  Oblique is mostly a matter of specific angles and is thus common is mathematics, geometry and engineering.  Again, it’s a reference to something neither parallel nor perpendicular to a baseline but it tends to be restricted to something which can be defined with an exact measurement; in geometric or technical use, an oblique line or angle is one neither 90^o nor perfectly horizontal.  Slanted describes something positioned at a diagonal, often used to imply a more noticeable or sharp angle but also is widely used figuratively, metaphorically and in idiomatic phrases.  Leaning refers to something tilted or positioned at an angle due to external pressure, the object in an unstable position and in need of support.  The implication carried is that something which “slants” is designed thus to do while something which “leans” does so because of some design flaw or unexpected external force being applied so it’s the leaning and not the sloping tower of Pisa, even though the structure has assumed quite a slope.

Slanting Engines

On a slant: Diagram of the mounting of the M194 straight-six engine in the Le Mans winning Mercedes-Benz 300 SL (W194) canted at a 40^o slant (left); the Mercedes-Benz M196 straight-eight engine schematic (centre) and installed in a 1954 W196R "Streamliner" at a 53^o slant (right).  The two large donut-like objects at the front are the inboard, finned brake drums; at the time, the engineers maintained disk brakes were "not yet ready for use". 

There are “slant” engines and they exist in three configurations.  The first is simply a conventional in-line engine (straight-six, straight-eight etc) which, when installed in a vehicle, is fitted with the block canted to the left or right, the objective being a lower hood line which means a better aerodynamic outcome.  A classic example was the Mercedes-Benz W196R Formula One racing car (1954-1955) in which the straight-eight was canted to the right at a 53^o angle, the technique carried over when the same structure was used to produce the W196S (1955) used to contest the World Sports Car Championship.  Rather opportunistically, the W196S was dubbed the 300 SLR (one of which in 2022 became the world's most expensive used car, selling at a private auction for US$142 million) as a form of cross promotion with the 300 SL (W198, 1954-1956) Gullwing then in production, even though the two types shared little more than nuts, bolts and a resemblance.  The 300 SL did however also have its straight-six engine sitting at a slant, this time canted at a 50^o angle and although the factory never published an estimate of the reduction in drag, it’s long been presumed to be “at least several percent”.  Another advantage of the configuration was it made possible the use of “long-tube” runners for the induction system, taking advantage of the properties of fluid dynamics to permit them to be tuned either for mid-range torque or top-end power.  The concept used math which had been worked out in the nineteenth century and had often been used in competition but it wasn’t until 1959 when Chrysler in the US released their picturesque induction castings that the system, imaginatively named the “Sonoramic”, reached a wider audience.

Chrysler Slant Six (170 cid, 1963) schematic.

The “true” slant engines were those with a slanted block atop an otherwise conventional arrangement of components, the best known of which was Chrysler’s long-serving “Slant Six”, produced in displacements of 170 cubic inch (2.8 litre, 1959-1969), 198 cubic inch (3.2 litre, 1970-1974) and 225 cubic inch (3.7 litre, 1960-2000).  The block of the Slant Six was canted to the right at a 30^o and like Mercedes-Benz, Chrysler took advantage of the space created to the left to produce some wide induction runners, the most extravagant those used by the special Hyper Pack option package which used a four barrel carburetor, enabling the engine to produce power which made it competitive with many V8 powered machines.  Although the name “Slant Six” became famous, it was only in the mid-sixties it caught on, Plymouth originally calling the thing a 30-D (a reference to the a 30^o slant), hardly very catchy and something to which only engineers would relate and Slant Six was soon preferred although the aficionados really like “tower of power” and the engine even today still has a devoted following.

Chrysler Slant Six with Hyper Pak in 1962 Plymouth Valiant V-200.

Chrysler didn’t restrict the Sonoramics to the big-block V8s, using it also on the short-lived (1960-1962) Hyper Pak performance option for the both 170 cubic inch (2.8 litre, 1959-1969) and 225 cubic inch (3.7 litre, 1987-2000) versions of the Slant Six, the engineers taking advantage of the space afforded by the canted block to permit the curvaceous intake runners nearly to fill the engine bay.  The Hyper Pak wasn't seen in showrooms but was available as an over-the-counter kit (literally a cardboard box containing all necessary parts) from Dodge & Plymouth spare parts departments and its life was limited because it became a victim of its own success.  Although less suitable for street use because it turned the mild-mannered straight-six into something at its best at full throttle, in the race events for which it was eligible it proved unbeatable, dominating the competition for two years, compelling the sanctioning body cancel the series.

Manifold porn: The Slant Six's angle meant there was much space available to the left and a range of intake manifolds followed, some of which remain available to this day.  Using variations of the sonoramic tuning, manifolds were produced for single, two & four barrel carburetors and between 1965-1968, Chrysler's Argentine operation produced the Slant Six in a version with twin single barrel carburetors.  The use of the properties of fluid dynamics to gain power or torque as desired quickly was adopted by the industry as an engineering orthodoxy.

Some myths seem to have become attached to the Hyper-Pak.  What seems to be true is the original kit, sold in 1960 for the 170 engines used in competition, was a genuine homologation exercise and as well as the intake manifold & Carter AFB four barrel carburetor, it included all the internal parts such as the high-compression pistons, the high-lift camshaft and the valve train components needed to support the consequently higher engine speeds.  Because the competition rules allowed modifications to the exhaust system, on the track the cars ran tubular steel headers which fed an open exhaust, terminating in the racers' preferred “dump pipe”.  After the requisite number of “complete” kits were sold, thus fulfilling the homologation demands, the kits were reconfigured and included only the “bolt-on” parts such as the induction system and a camshaft which, while more aggressive than the standard unit, wasn’t as radical as the one used on the track but could be used in conjunction with the standard valve train and Chrysler’s TorqueFlite automatic, thus expanding the Hyper-Pak’s appeal.

At the same time, the availability was extended to the larger 225 which between 1961-1963 was also available with an aluminum block, thus becoming one of the small number of engines configured with the combination of an aluminum block with a cast-iron head.  US manufacturers were at the time aware the trend was for cars to continue getting bigger so they were interested in ways to reduce weight.  However, despite saving some 70 lbs (32 KG), Chrysler’s aluminum block was, like General Motors’ (GM) 215 cubic inch (3.5 litre) V8, short-lived (though the V8 after being sold to Rover enjoyed a long, lucrative and prolific second life, not finally laid to rest until 2006) for not only were teething troubles encountered with the still novel method of construction, the accountants made clear using cast iron was always going to be cheaper so the industry just accepted weight gain and whenever required, increased displacement to compensate, an approach which persisted until the first oil shock of the early 1970s.

1970 Dodge Challenger (1970-1974) with 225 Slant Six.

Until 1973, both the Challenger & the corporation's companion pony car (the Plymouth Barracuda (1964-1974)) was available with the Slant Six (198 & 225) although the fitment rate was under 10%, unlike the early pony cars (Ford Mustang, Chevrolet Camaro and the early Barracudas) where the six-cylinder versions would at times be close to 40% of production.  Many of the surviving Slant Six Challengers & Barracudas have been "re-purposed" as clones of the more desirable versions with big-block V8s.

Although it was the longer lived 225 version which gained the Slant Six its stellar reputation for durability and the ease with which additional power could be extracted, there's always been a following for the short-stroke 170 because of its European-like willingness to rev, the characteristics of the over-square engine (unique among the slant-six's three displacements (170-198-225)) unusually lively for a US straight-six.  Despite some aspects of the specification being modest (there were only four main bearings although they were the beefy units used in the 426 cubic inch Street Hemi V8), for much of its life it used a tough forged steel crankshaft and high-speed tolerant solid valve lifters; it proved a was a famously robust engine and one remarkably tolerant of neglect.  Despite that, after the Hyper Pak affair, Chrysler in the US showed little interest in any performance potential, knowing the US preference for V8s, something which doomed also Pontiac's short-lived single overhead camshaft (SOHC) straight-six (1966-1969).  A version of the 225 with a two-barrel carburetor (rated at 160 horsepower, an increase of 15 over the standard unit) was offered in some non-North American markets where V8 sales were not dominant and it proved very popular in South Africa, Australia, New Zealand and Central & South America but only when tighter US emission regulations forced its adoption did a 225 with a two barrel carburetor appear in the home market though there it was installed to restore the power losses suffered after the emission control plumbing was added rather than seek gains.

Pontiac Trophy 4 cutaway.

Making a straight-eight or V8 by combining two in-line fours has been done a few times and many have been successful (although Triumph managed to create a truly horrid one for the otherwise lovely Stag).  Less common is making a four from an eight but that’s what Pontiac did when they conjured their 194.5 cubic inch (3.2 litre) four by using one bank of their 389 cubic inch (6.4 litre) Trophy V8 and it was (just about) literally cut in half, meaning the cylinders were canted to the right by 45^o (the V8 obviously in a conventional 90^o configuration.  To emphasize the family connection with the highly regarded Pontiac Trophy V8, the smaller offspring was called the Trophy 4 (although it was at time also dubbed the Indy 4 or Indianapolis 4 which even at the time sounded ambitious).  It did work and the economic advantages for the manufacturer (use of common components and the same assembly line) were compelling but the limitations inherent in a four-cylinder of such a large displacement were apparent in the rough-running and wear on critical parts and it was available only between 1961-1963, only in the compact Tempest.

Diagram showing balance shaft locations.

Large displacement four cylinder engines have been built.  Fiat in 1910 built two of their S76s to contest the world LSR (land speed record) and they were an hefty 28.4 litres (1730 cubic inch), the “Beast of Turin” using its then impressive 290 horsepower (216 kW) to attain a one-way speed of 132.27 mph (213 km/h) but, because it was not possible for the team to make the “return run” (ie in the opposite direction) within the stipulated one hour, the LSR remained with the Blitzen Benz which in 1909 had set a mark of 125.94 mph (202.65 km/h).  On land, never again would anyone build a four with the capacity to match the Beasts of Turin but units with displacements approaching 5.0 litres (305 cubic inch) were not uncommon during the inter-war years.  However, the technology of the internal combustion engine (ICE) greatly advanced during World War II (1939-1945) and one consequence of that was engine speeds rose and less displacement was required for a specific output, both factors which conspired to make the big fours unfashionable.  They did however make a comeback in the 1970s when the clever trick of “balance shafts” enabled the inherently chronic second order harmonic vibrations to be “dampened out” and Porsche between 1991-1995 produced a 3.0 litre (183 cubic inch) range which used the technique.  The balance shaft was invented early in the twentieth century by English engineer Frederick Lanchester (1868–1946) but it was Mitsubishi which in the 1970s patented their “Silent Shaft” system and although Porsche developed their own version, they worked out the Japanese design was superior so used that instead, paying Mitsubishi a small royalty (under US$10) for each one installed.  A balance shaft uses two counterweights (looking something like small hockey pucks with the shaft running through them), set some 1½ inches (40 mm) apart and turns at twice the engine-speed.  With one shaft mounted high on one side of the engine and the other low on the opposite side, the pair counter-rotates, balancing the large reciprocating mass.  

Crossbody

Crossbody (pronounced kraws-bod-ee or kros‐bod-ee)

(1) Of or noting a type of bag, distinguished by a long shoulder strap intended to be worn diagonally across the body.  A crossbody purse or crossbody wallet is a variation on the theme.

(2) In professional (ie choreographed) wrestling, a term covering several aerial moves in which one competitor launches themselves from a height (sometimes using the ring’s ropes or corner-posts to gain altitude) landing horizontally or diagonally across their (often already) prostrate opponent's torso, forcing them to the mat if they were standing.

Early 1950s: The construct was cross + body.  As a prefix, cross was from the Middle English cros- & crosse- (relating to a cross, forming a cross, in the shape of a cross or “X”), developed from the noun and influenced by “across”.  Body (the spelling bodie is long obsolete) was from the Middle English bodi & bodiȝ, from the Old English bodiġ (body, trunk, chest, torso, height, stature), from the Proto-West Germanic bodag (body, trunk), from the primitive Indo-European bhewd (to be awake, observe).  It was cognate with the Old High German botah from which the Swabian gained Bottich (body, torso).  Although as late as the sixteenth century, “body” was used in the now archaic sense of the “section of a dress or gown extending from the neck to the waist but excluding the arms” the idea of the crossbody was a reference always to “the body” in the sense of the physical structure of a human form, in this case the torso, the line extending from a shoulder to around the opposite hip.  The alternative spelling is cross–body.  Crossbody is a noun & adjective; the noun plural is crossbodies.

The cross-prefix has widely been used for similar or analogous purposes such as the crossbow, (an early, mechanized version of the bow and arrow), the cross-bolt (a means of adding additional structural rigidity to the main bearings in an internal combustion engine by adding locating bolts at a 90^o angle to those mounted vertically) and cross-purposes (a conversation in which two or more are talking while misunderstanding each other's plans, intentions or meanings) and the cross-stitch (in needlework or embroidery, a double-stitch which forms a cross.  Many other uses such as cross-country, cross-dresser, cross-cultural et al, are different in that they don’t involve the “X” shape or (of necessity) anything in a diagonal.

Bill Clinton & Monica Lewinsky, the White House, February 1997, one of the photographs of the 1990s.

Monica Lewinsky (1973) was the young intern of whom in 1998 Bill Clinton (b 1946; US president 1993-2001) infamously remarked “I did not have sexual relations with that woman… Miss Lewinsky.”  Had that been something said in a county court in a remote flyover state of a consensual encounter between two obscure private citizens, defense counsel may have succeeded in arguing that for there to be “sexual relations” one must have “sex” and what transpired had not crossed the accepted definitional threshold.  In 1998, there probably were still places where such distinctions were maintained but because what happened happened in the White House between the chief magistrate of the United States and an intern a quarter century younger, Monicagate played out.  As presidential scandals go there have certainly been worse and as Harold Macmillan (1894–1986; UK prime-minister 1957-1963) replied when woken in the middle of the night to be told a member of his cabinet was in the midst of an affair with a young lady “with both a present and a past” who was also enjoying the affections of a Soviet spy: “Well at least it was with a woman.”  That the liaisons with the Russian were arranged at the behest of MI5 (the UK's internal security organization) is one of the many details which made the Profumo Affair (John Profumo (1915–2006)) one of the century's juiciest scandals although, some of the files containing "sensitive" information about members of the English establishment remain embargoed until 2046. Even then, few expect to see unredacted papers. 

Bill Clinton and crooked Hillary Clinton, the Hamptons, 2021.

A youthful indiscretion is one thing but an indiscretion with a youth is something else and whether crooked Hillary Clinton (b 1947; US secretary of state 2009-2013) ever forgave her husband only she knows but she didn’t leave him so there was that.  She had her own reasons to stay which may or may not have involved forgiveness but the conventional political wisdom remains that had the US constitution allowed it, Bill Clinton would probably have enjoyed a comfortable victory in the 2000 presidential election so enough of the US population either forgave him or were indifferent in the matter.  Monica Lewinsky fared not as well, being as unprepared for what ensued as just about anyone in her position would have been and it’s remarkable she coped as well as she did.  However, now 50, Ms Lewinsky has survived and in February 2024 emerged as the face of women’s fashion label Reformation’s latest campaign, one focused on corporate workwear and, in concert with vote.org, encouraging women to “use their voice” in the upcoming election and given the extent to which recent court decisions have encouraged an influential faction in the Republican Party to mount further assaults on the rights of women, their vote has the potential to be decisive in contests for both houses of Congress.

Monica Lewinsky's photoshoot for Reformation’s You’ve Got the Power campaign. 

The “You’ve Got the Power” campaign slogan thus has a dual meaning, referencing both the exercise of the franchise and the “power dressing” of the wardrobe (good taste prevailed and no electric blue dresses were featured) although big shoulder pads didn’t make a return which would have disappointed some but the corporate staples red (here described as “scarlet”) and black were prominent.  The range was conservative as befits the target market but seems to have been well-received and serious students of such things especially appreciated the inclusion of an irregular polka-dot in black & white.  Ms Lewinsky certainly looked good and while photographers have tricks to play with lighting and angles, there’s little to suggest much post-production editing was done; she looked a youthful, elegant 50.  One piece which attracted attention was the “Monica” bag which came with both a fitted top-handle and a longer strap, allowing it to be carried on the shoulder or as a crossbody.

Reformation’s "Monica" crossbody bag in black (left) and topo (right).

The Monica crossbody bag is available in topo or black.  Topo is a Spanish word meaning “mole” (both (1) in zoology as the small mammal and (2) in the jargon of espionage a “sleeper agent” who infiltrates an organization, usually to spy) and as a dark brownish-grey colour (ie an approximation of the colour of a mole's skin (hence the familiar "moleskin"), it’s the equivalent of the English taupe, from the French taupe, from the Latin talpa (mole).  In the circumstances, “talpa” presumably was more appealing to the marketing department than “moleskin” although “black” was refreshingly simple.  Reformation’s Monica (as in the crossbody bag) web page recommended the topo hue worked well paired with their “Lysander” dress, available in “selene” (the rather fetching polka-dot) or “midnight” (a dark blue close to navy and far enough removed from the shade of dress Ms Lewinsky made famous not to attract comment).  How fashion houses come up with product names is often mysterious.  Lysander was from the Ancient Greek Λῠ́σᾰνδρος (Lúsandros) and is a (now rare) male given name although in the US there has in the twenty-first century been a modest resurgence.  In the Greek, the name was used to denote “liberator” and it became entrenched in English probably because William Shakespeare (1564–1616) used it in the comedy, A Midsummer Night's Dream (1596), a romp in which Lysander found himself under Puck's spell after running away with his beloved Hermia, enduring a half-dozen cases of mistaken identity before being reunited, marrying in a triple ceremony (all of which sounds curiously modern in a Netflix sort of way).  What Reformation may have had in mind was Lysander (circa 454-395 BC), the Spartan admiral who liberated his people from the hegemony of Athens, his most famous victory being the sinking of the Athenian fleet at the Battle of Aegospotami (405 BC), the engagement which ended the Peloponnesian War.  Presumably, the thinking at Reformation was the name of an admiral from Antiquity was enough of a connection with navy blue although that tradition of use in navies began many centuries later.  There was also the Westland Lysander, a World War II (1939-1945) era communications & support aircraft used by the British Army and best remembered for (1) its role in smuggling spies and saboteurs into occupied Europe and (2) the unusual use of the wheel spats as mounting points for machine guns and ordnance such as 250lb (115 KG) bombs.  In production in the UK & Canada between 1936-1943, it was an uncelebrated but versatile platform which provided invaluable service in the clandestine operations run by the UK’s remarkably large number of agencies concerned with dirty tricks and other murky business.  It’s not likely Reformation thought much about the aircraft.

The Monicagate (1998) effect: The decline of the use of the name Monica in the US

Monica is a female given name and the variants in other European languages include Monique (French & Dutch), Mónica (Spanish Portuguese & Italian), Mônica (Brazilian Portuguese), Monika (Polish, Slovak, Slovine, Lithuanian, Croatian, Finnish, German & Indian, Czech, Bulgarian, Latvian, Finnish, Swedish, Norwegian & Danish), Moonika (Estonia), Mónika (Hungarian) and Mònica (Catalan).  The origin is obscure but may be from a Phoenician, Punic or Berber dialect, the oldest known instance being as the name of the mother of Saint Augustine of Hippo (354–430) although it has also been associated with the Ancient Greek μόνος (monos) (alone, only, sole, single).  It was Monica who converted Augustine to Christianity and in gratitude the Church also canonized her.  The Latin name Monica was from monere (to advise), an inflection of moneō, from the Proto-Italic moneō, from the primitive Indo-European monéyeti, causative from men- (to think); it was etymologically unrelated to later forms.  As an English name, it has been in use since the mid-eighteenth century while in the US, popularity peaked in the mid-1970s before beginning a gradual decline which became a precipitous plummet after 1999, something it seems reasonable to attribute to “the Monicagate effect”.

Lindsay Lohan with crossbody bags: At the LLohan Nightclub pop-up event, Playboy Club, New York, October 2019 (David Koma crystal-embellished cady midi dress with asymmetric hem, Valentino Rockstud 110mm pumps and Chanel mini tweed bag with crossbody strap from the Spring/Summer 2015 runway collection) (left) and with Louis Vuitton Louis Vuitton Le Coussin BB Bag (with a detachable crossbody strap), arriving at JFK Airport, August 2022 (right).

Creature of habit: Audrey Hepburn carrying her crossbody purse, Rome, 1971.

The crossbody bag in one form or another would have existed about as long as there have been bag-like creations for holding stuff because the design offers the advantage of transferring the weight to the shoulders (alternating if required) and leaving the user inherently "hands free".  Although for centuries a feature of military webbing, as a packaged piece of fashion, the industry usually credits the "design" of the product to Robert Sakowitz and later refinements to his daughter Bunny (she added the game-changing zipper!), the latter acknowledging a debt to the eighteenth century cross-body "strap bags".   The mix of thoughtful detailing, practicality and high prices meant that in the 1950s it soon became a a fashion staple and Audrey Hepburn (1929–1993) using one in her portrayal of the modern young spinster Holly Golightly in Breakfast at Tiffany's (1961) cemented it's place.  It's never left and a crossbody bag is merely one worn across the body with the strap extending diagonally from one shoulder to the opposite hip but the utility come from (1) hands-free convenience, (2) security & stability while affording ease of access to multiple compartments and (3) the ability to optimize weight distribution.  The crossbody method can be applied to bags of various sizes and there are even crossbody wallets and small purses and while such things might sound merely decorative, men tend often forget it's not uncommon for a woman's entire outfit to include not one pocket and in an era when it's become possible to carry only one's phone, a lipstick and a small can of mace; practicality need no longer be big.

The Monica 560

France's finest ever: 1963 Facel Vega Facel II.

In the fashion business there have been a number of products named “Monica” and it’s likely this often was for no reason other than it was thought appropriately feminine and pleasing to use.  There is also an automotive footnote, the Monica 560 a French-built luxury car which was the last of the first generation of trans-Atlantic hybrids which, combining elegant European coachwork with robust, powerful, very cheap (and very thirsty) US-sourced drive-trains, flourished between the mid-1950s and the first oil shock two decades later.  It’s often said the Monica was an attempt to resurrect the much lamented Facel Vegas (1954-1964) but the founder was more nostalgic still, the industrialist Jean Tastevin (1919-2016) recalling the pre-war Delahayes, Bugattis Delages & Buccialis, French cars which ranked with the world’s finest.  However, when in the late 1960s Monsieur Tastevin surveyed the scene, even the more expensive French cars, whatever their other virtues (some of which were admittedly well concealed), were under-powered and although in many ways sophisticated, lacked the power and refinement of the British, US & European competition.  His core business was the large conglomerate Compagnie française de produits métallurgiques (CFPM) which specialized in building freight rail wagons, his imaginative business model including leasing them, a form of vertical integration which provided a stable revenue stream during periods of diminished demand.  

One of the valve cover castings for a Martin V8 installed in a prototype Monica.

With this industrial capacity and financial infrastructure, he reasoned building a car to compete with the other speciality builders (and he included in that the upper-range Mercedes-Benz, Jaguars and such) was within CFPM’s capacity and in that he may have been correct but a combination of bad decisions, bad luck and bad timing doomed the project.  The first mistake was to try to match Maserati & Ferrari in the use of a bespoke engine rather than the US V8s pragmatically adopted by Jensen, Bristol, Iso, Monteverdi and others; Tastevin wanted a thoroughbred, not a bastard.  What was available was a V8 designed by the gifted English engineer Ted Martin (1922-2010) and it was in many ways outstanding being robust, compact, powerful and light.  Convinced, Tastevin bought the rights along with the collateral contract under which Rolls-Royce agreed to handle the production, the prestige of a “Rolls-Royce-built engine” another thing which appealed.  Unfortunately, Monsieur Tastevin subsequently demanded of Rolls-Royce they guarantee the power output of each unit, an underwriting the company declined on the basis that as a manufacturing and assembly contractor of something they’d not designed and tested, they were not prepared to guarantee someone else’s work.  His contract well-written, Ted Martin kept the money and Tastevin had to find another engine.

The first (left) and second (centre) Monica prototypes and the Amiot 143M (1931-1944), a French five-seat reconnaissance bomber (right).

By early 1968, that was still to happen and prototypes were built with the Martin V8.  There was progress in that the chassis and most of the underpinnings were in close to their final form but the all-important styling was still a work in progress although that is being charitable, the appearance of the early prototypes in the tradition of some of the inter-war bombers built for the French Air Force which to this day remain among the ugliest aircraft ever to fly.  The English were involved in the appearance of the early cars so blame can be shared and it wasn’t until the Italian carrozzeria Vignale became involved, something like the final, sleek form emerged although the work would be brought to fruition by others because Vignale subsequently was shuttered.  One thing which was deemed right as soon as the decision was made was the car’s name: Madam Tastevin’s name was Monique.

The Monica stand, Paris Motor Show, 1972.

The Monica made its debut at the Paris Motor Show, late in 1972 and impressed many with the look of its jewel-like V8 and sumptuous interior although the price raised a few eyebrows, costing as much as two Citroën SMs, then the most expensive car produced in France.  In the way of such things, the sales projections were optimistic, suggesting as many as 500 Monicas annually even though the market for big, expensive four-door saloons had become crowded; not only were specialists like Iso, Monteverdi and De Tomaso offering fully-developed and well-established models with reliable US V8s, Jaguar’s V12-powered XJ12 had set a dynamic benchmark at an extraordinarily low price and Mercedes-Benz were rumoured to be preparing a 7.4 litre (452 cubic inch) version of their epoch making S-Class (W116) (post-oil shock, eventually it would in 1975 surface as the 450 SEL 6.9).  Still, in 1972, generally, there was faith in the future.

1973 Monica 560 interior.  The engine was from the US, the leather & burl walnut was English, it was styled in Italy and the gearbox was German (or from the US if automatic).  It had a "French flavor". 

There optimism was still in the air in 1973 (the oil wouldn’t stop flowing until October) but by then the hunt was on for a new engine.  The contractual squabble with Rolls-Royce was one thing but by then, it had anyway finally occurred to Tastevin’s inexperienced team that the Martin V8, an enlarged racing engine, was never going to possess the characteristics needed in a luxury car.  It was noisy, at its best with a manual gearbox and at anything but high revs (where it needed to operate to produce the required power), somewhat rough.  In the early 1960s the Maserati Quattroporte had been much the same and it sold well but then there were few alternatives and the world had moved on; what buyers now wanted was the turbine-like smoothness of the XJ12 or the effortless torque of the big-displacement V8 hybrids.  The 3.4 litre (209 cubic inch) Martin V8 was a vibrant thing which would have been entertaining in a sports car but it wasn't what the target market now expected in a luxury saloon.  Tastevin’s original plan had been to build a high-performance sports car and the switch to four-door coachwork came early in the development process.  Of all the hybrids built in the era, the Monica was the only one never offered as a coupé. 

One of the few: 1974 Monica 560 Berlina.

Surrendering to the inevitable, Tastevin phoned Detroit and arranged to purchase a batch of Chrysler’s 340 cubic inch (5.6 litre) (LA) V8s, one of the best of the small-block engines of the era and equally adaptable either to the company’s TorqueFlite automatic transmission or the ZF five-speed manual which still had real appeal for some.  Although by then somewhat detuned from its peak during the muscle car years, the 340 could be run in Europe without most of the power-sapping anti-pollution gear insisted on by US regulators (things were different then) and the performance was sparkling; in deference to Europeans for whom cubic inches were mysterious, the car was named the Monica 560.  In 1974, the finished product was ready for sale although inflation meant the already high price had risen by over 50% since 1972 and the four-fold increase in the price of oil in the wake of the embargo had punished demand for fast, thirsty, cars, especially those from a previously unknown manufacturer.  By late 1974, many of the makers of the trans-Atlantic hybrids were either closed or in the throes of what would for most be a not long-protracted demise.  After 17 Monicas were sold in a few months, it was obvious the math was wrong and in February 1975, the company’s closure was announced, one of many such press-releases that year and while a handful of uncompleted chassis were brought to a finished state by a contracted third party, it’s never been clear how many.  Had the Monica 560 been brought to market in 1968 or 1969, it might have enjoyed some years of modest suggest although there’s no reason to believe it would have weathered the winds of change brought by the 1970s any better that the others which fell victim.

Blip

Blip (pronounced blip)

(1) A spot of light on a radar screen indicating the position of a plane, submarine, or other object (also as pip); any similar use on other electronic equipment such as an oscilloscope.

(2) By adoption from the use in radar (and applied very loosely), any small spot of light on a display screen.

(3) In any tracked metric (typically revenue, sales etc), a brief and usually unexpected.

(4) In general use, an aberration, something unexpected and (usually) fleeting (often in the expression “blip on the radar”).

(5) In electronic transmissions (audible signals), a pip or bleep (also both onomatopoeic of short, single-pitch sounds).

(6) By extension, any low level, repetitive sound (rare).

(7) In the slang of software developers, a minor bug or glitch (retrospectively dubbed blips if promptly fixed (or re-labeled as “a feature”)).

(8) A specific data object (individual message or document) in the now defunct Google Wave software framework.

(9) In informal use, to move or proceed in short, irregular movements.

(10) In automotive use, briefly to apply the throttle when downshifting, to permit smoother gear-changing (the origin in the days of pre-synchromesh gearboxes, especially when straight-cut gears were used) and still used in competition to optimize performance but most instances by drivers of road cars are mere affectations (used as noun & verb).

(11) In informal use, abruptly to change a state (light to dark; on to off etc), sometimes implying motion.

(12) In broadcast media (and sometimes used on-line), to replace offensive or controversial words with a tone which renders them inaudible (a synonym of “bleep”, both words used in this contexts as nouns (a bleep) and verbs (to bleep out).  In live radio & TV, a junior producer or assistant was usually the designated “blipper” or “bleeper”.

1894: An onomatopoeic creation of sound symbolism, the speculation being it may have been based on the notion of “blink” (suggesting brevity) with the -p added to bli- as symbolic of an abrupt end, the original idea to capture the experience of a “popping sound”.  The use describing the sight and sound generated by radar equipment was first documented in 1945 but may have been in use earlier, the public dissemination of information about the technology restricted until the end of World War II (1939-1945).  The verbs (blipped & blipping) came into use in 1924 & 1925 respectively while the first documented use of the noun blipper dates from 1966 although “bleeper” appeared some fifteen year earlier and the role was acknowledge as early as the 1930s.  Blip is a noun & verb, blipped & blipping are verbs and blippy, blippier & blippiest are adjectives; the noun plural is blips.

The blipster

One unrelated modern portmanteau noun was blipster, the construct a blend of b(lack) + (h)ipster, used to refer to African-Americans (and presumably certain other peoples of color (PoC)) who have adopted the visual clues of hipster culture.  Whether the numbers of blipsters represent the sort of critical mass usually associated with the recognition of sub-cultures isn’t clear but as in medicine where a novel condition does not need to be widely distributed (something suffered even by a single patient can be defined and named as a syndrome), the coining of blipster could have been inspired by seeing just one individual who conformed to being (1) African American and (2) appearing in some ways to conform to the accepted parameters of hipsterism.  Labeling theory contains reservations about this approach but for etymologists it’s fine although there is always the risk of a gaboso (generalized observation based on single observation).  Predictably, there is debate about what constitutes authentic blipsterism because there are objections by some activists to PoCs either emulating sub-cultures identified as “white” or taking self-defining interest in aspects of that culture (such as those associated with hipsterism).  What seems to be acceptable is a stylistic fusion as long as the fashions are uniquely identifiable as linkable with traditional (ie modern, urban) African-American culture and the cultural content includes only black poets, hip-hop artists etc.

The Blipvert

The construct of blipvert (also historically blip-vert) was blip + vert.  Vert in this context was a clipping of advertisement (from the Middle French advertissement (statement calling attention)), the construct being advertise +‎ -ment.  The -ment suffix was from the Middle English -ment, from the Late Latin -amentum, from -mentum which came via Old French -ment.  It was used to form nouns from verbs, the nouns having the sense of "the action or result of what is denoted by the verb".  The suffix is most often attached to the stem without change, except when the stem ends in -dge, where the -e is sometimes dropped (abridgment, acknowledgment, judgment, lodgment et al), with the forms without -e preferred in American English.  The most widely known example of the spelling variation is probably judgment vs judgement.  In modern use, judgement is said to be a "free variation" word where either spelling is considered acceptable as long as use is consistent.  Like enquiry vs inquiry, this can be a handy where a convention of use can be structured to impart great clarity: judgment used when referring to judicial rulings and judgement for all other purposes although the approach is not without disadvantage given one might write of the judgement a judge exercised before delivering their judgment.  To those not aware of the convention, it could look just like a typo.

As both word and abbreviation “vert” has a number of historic meanings.  One form was from the Middle English vert, from Old French vert, from Vulgar Latin virdis (green; young, fresh, lively, youthful) (syncopated from Classical Latin viridis)  In now archaic use it meant (1) green undergrowth or other vegetation growing in a forest, as a potential cover for deer and (2) in feudal law a right granted to fell trees or cut shrubs in a forest.  The surviving use is in heraldry where it describes a shade of green, represented in engraving by diagonal parallel lines 45 degrees counter-clockwise.  As an abbreviation, it's used of vertebrate, vertex & vertical and as a clipping of convertible, used almost exclusively by members of the Chevrolet Corvette cult in the alliterative phrase "Vette vert", a double clipping from (Cor)vette (con)vert(ible).

Vette vert: 1967 Chevrolet Corvette L88 convertible which sold at auction in 2013 at Mecum Dallas for US$3,424,000, a bit short of the L88 coupé which the next year realized US$3,850,000 at Barrett-Jackson Scottsdale; that remains the record price paid for a Corvette at auction.  The L88 used a 427 cubic inch (7.0 litre) V8 with a single four barrel carburetor, tuned to produce between 540-560 (gross) horsepower although for official purposes it was rated at 430, slightly less than the advertised output of the L71 427 which, with three two barrel carburettors was the most powerful version recommended for “street” use.  The L88 was essentially a race-ready power-plant, civilized only to the extent cars which used it could be registered for road use but, demanding high-octane fuel available only in a limited number of locations and not offered with creature comforts like air-conditioning, it really was meant only for race tracks or drag strips.  For technical reasons, L71 buyers couldn’t order air-conditioning either but were at least allowed to have a radio, something the noise generated by the L88 would anyway have rendered mostly redundant.

When humans emulated CGI: Max Headroom, 1986, background by Amiga 1000.

A blipvert is a very brief advertisement (a duration of one second or less now the accepted definition although originally they could three times as long).  The concept first attracted widespread attention in the 1980s when it was an element in the popular television show Max Headroom, a production interesting for a number of reasons as well as introducing “blipvert” to a wide audience.  In Max Headroom, blipverts were understood as high-intensity television commercials which differed from the familiar form in that instead of being 20, 30 or 60 seconds long, they lasted but three, the line being they were a cynical device to discourage viewers from switching channels (“channel surfing” not then a term in general use).  The character Max Headroom (actually an actor made up to emulate something rendered with CGI (computer generated imagery)) was said to be pure software which had attained (or retained from the downloaded “copy” of the mind taken from a man killed after running into a “Max Headroom” warning sign in a car park) some form of consciousness and had decided to remain active within the television station’s computer network.  In this, the TV show followed a popular trope from science fiction, one which now underpins many of the warnings (not all by conspiracy theorists) about the implications of AI (artificial intelligence).  Although a creation of prosthetics rather than anything digital, the technique was made convincing by using a background generated on an Amiga 1000 (1985), a modest machine by today’s standards but a revelation at the time because not only was the graphics handling much better than on many more expensive workstations but even by 1990, despite what IBM and Microsoft were telling us, running multi-tasking software was a better experience on any Amiga than trying it on a PS/2 running OS/2.

On television, the stand-alone blipvert never became a mainstream advertising form because (1) it was difficult, (2) as devices to stimulate demand in most cases they appeared not to work and (3) the networks anyway discouraged it but the idea was immensely influential as an element in longer advertisements and found another home in the emerging genre of the music video, the technique perfected by the early 1990s; it was these uses which saw the accepted duration reduced from three seconds to one.  To the MTV generation (and their descendents on YouTube and TikTok), three seconds became a long time and prolonged exposure to the technique presumably improved the ability of those viewers to interpret such messages although that may have been as the cost of reducing the attention span.  Both those propositions are substantially unproven although it does seem clear the “video content generations” do have a greater ability to decode and interpret imagery which is separate for any explanatory text.  That is of course stating the obvious; someone who reads much tends to become better at interpreting words than those who read little.  Still, the blipvert has survived, the advertising industry finding them especially effective if used as a “trigger” to reference a memory created by something earlier presented in some form and those who find them distasteful because they’re so often loud and brash just don’t get it; that’s the best way they’re effective.

Alex (Malcolm McDowell (b 1943)) being re-sensitised (blipvert by blipvert) in Stanley Kubrick's (1928-1999) file adaptation of A Clockwork Orange (1971).

The concept of the blipvert is sometimes attributed to US science fiction (SF) writer Joe Haldeman (b 1943) who described something close to the technique in his novel Mindbridge (1976) and it’s clearly (albeit in longer form) used in the deprogramming sessions in Anthony Burgess’s A Clockwork Orange (1962) but use predates both books.  In 1948, encouraged by their success in countering the Partito Comunista d'Italia (PCd'I; the Communist Party of Italy) in elections in the new Italian republic (the success achieved with a mix of bribery, propaganda, disinformation and some of the other tricks of electoral interference to which US politicians now so object when aimed at US polls), the newly formed US Central Intelligence Agency (CIA) turned their attentions to France where the perception of threat was even greater because the infiltration of the press, trade unions, universities, the military and many other organs of state was rife.  The US was well-placed to run effective propaganda campaigns because, uniquely in devastated, impoverished Europe, it could distribute the cubic money required to buy advertising space & airtime, employ cooperative journalists, trade union leaders & professors and even supply scarce commodities like newsprint and ink.  To try to avoid accusations of anything nefarious (and such suggestions were loud, frequent and often not without foundation) much of the activity was conducted as part of Marshall Plan Aid, the post-war recovery scheme with which the US revived post-war European economies with an injection of (what would in 2024 US$ terms) be something like US$182 billion.  As well as extensively publicizing the benefits of non-communist life compared with the lot of those behind the iron curtain, the CIA published books and other pieces by defectors from the Soviet Union.  One novelty of what quickly became an Anglo-American psychological operation (the British Political Warfare Executive (PWE) having honed successful techniques during wartime) was the use of 2-3 second blipverts spliced into film material supplied under the Marshall Plan.  The British were well aware the French were especially protective of what appeared in cinemas and would react unfavourably to blatant propaganda while they might treat something similar in print with little more than a superior, cynical smile.

Lindsay Lohan and her lawyer in court, Los Angeles, December 2011.

The blipvert is sometimes grouped with subliminal advertising and that’s convenient but they’re different both in practice and definitionally and the rule of thumb can be expressed as (1) if it can (briefly) be seen it’s a blipvert and (2) if it can’t be seen it’s subliminal.  No doubt media studies academics (of which there seem now to be many) could punch holes in that and cite a dozen or more exceptions but as a definition it at least hints in the right direction.  What subliminal advertising involves is the presentation of understandable information (which can be images, sound or text) at a level below the conscious awareness of the viewer, the idea being (unlike the confrontational blipvert) to bypass conscious perception.  The extent to which subliminal messaging is an effective way to influence consumer behaviour is debated (as is the notion of whether it’s manipulative and unethical) but the continued use of the technique in political campaigns does suggest that in that specialized field of consumer behaviour, there must be many convinced of the efficacy.  Certainly it appears to work although the less subtle forms are quickly deconstructed and critiqued, such as the sudden adoption in sports, almost as soon as tobacco advertising was banned, of color schemes triggering memories of cigarette packets.

A Marlboro Man lights up.  The "Marlboro 100s" in the gold & white pack were so-named because each stick was 100 mm (4 inch) long.

After some years of prevarication, in 2005 the European Union (EU) banned tobacco advertising “in the print media, on radio and over the internet” at the same prohibiting “tobacco sponsorship of cross-border cultural and sporting events”.  Making unlawful the promotion of a known carcinogen responsible over a lifetime of use for shortening lifespan (on average) by just under a decade sounds now uncontroversial but at the time it had been bitterly contested by industry.  Of interest to some was that despite the introduction of the laws being known for some two years, only couple of months earlier, Ferrari had signed a fifteen year, billion dollar sponsorship deal with Philip Morris, best known for their Marlboro cigarette and “Marlboro Man” advertising campaign which featured a variety of men photographed in outdoor settings, five of whom ultimately died of smoking-related diseases.

Variations on a theme of red & white.  Ferrari Formula One cars: F2007 (2007) in Marlboro livery (left), F10 (2010) with "bar code" (centre) and F14 (2014) in post bar-code scheme.

Ferrari’s lawyers took their fine-toothed legal combs to the problem and came up with a way to outsmart the eurocrats.  The Formula One (F1) cars Scuderia Ferrari ran began to appear in what had become the traditional red & white livery (the same combination used on Marlboro’s signature packets) but in the space where once had been displayed the Marlboro logo, there was instead a stylized “bar code”.  In response to a number of accusations (including many by those in the medical community) that the team was guilty of “backdoor advertising” of cigarettes, in 2008 a statement on the company website said it was “baffled”:

"Today and in recent weeks, articles have been published relating to the partnership contract between Scuderia Ferrari and Philip Morris International, questioning its legality.  These reports are based on two suppositions: that part of the graphics featured on the Formula 1 cars are reminiscent of the Marlboro logo and even that the red colour which is a traditional feature of our cars is a form of tobacco publicity.  Neither of these arguments have any scientific basis, as they rely on some alleged studies which have never been published in academic journals. But more importantly, they do not correspond to the truth.  "The so-called barcode is an integral part of the livery of the car and of all images coordinated by the Scuderia, as can be seen from the fact it is modified every year and, occasionally even during the season. Furthermore, if it was a case of advertising branding, Philip Morris would have to own a legal copyright on it.  "The partnership between Ferrari and Philip Morris is now only exploited in certain initiatives, such as factory visits, meetings with the drivers, merchandising products, all carried out fully within the laws of the various countries where these activities take place. There has been no logo or branding on the race cars since 2007, even in countries where local laws would still have permitted it.  The premise that simply looking at a red Ferrari can be a more effective means of publicity than a cigarette advertisement seems incredible: how should one assess the choice made by other Formula 1 teams to race a car with a predominantly red livery or to link the image of a driver to a sports car of the same colour? Maybe these companies also want to advertise smoking!  It should be pointed out that red has been the recognised colour for Italian racing cars since the very beginning of motor sport, at the start of the twentieth century: if there is an immediate association to be made, it is with our company rather than with our partner.”

When red & white was just the way Scuderia Ferrari painted their race cars: The lovely, delicate lines of the 1961 Ferrari Typo 156 (“sharknose”), built for Formula One's “voiturette” (1.5 litre) era (1961-1965), Richie Ginther (1930–1989), XXIII Grosser Preis von Deutschland (German Grand Prix), Nürburgring Nordschleife, August 1961.

The suggestion was of course that this was subliminal marketing (actually unlawful in the EU since the late 1950s) the mechanics being that Ferrari knew this would attract controversy and the story was that at speed, when the bar code was blurred, it resembled the Marlboro logo; racing cars do go fast but no evidence was ever produced to demonstrate the phenomenon happened in real world conditions, either when viewed at the tracks or in televised coverage.  It was possible using software to create a blurred version of the shape and there was a vague resemblance to the logo but that wasn’t the point, as a piece of subliminal marketing it worked because viewers had been told the bar code would in certain circumstances transform into a logo and even though it never did, the job was done because Marlboro was on the mind of many and doubtlessly more often than ever during the years when the logo actually appeared.  So, job done and done well, midway in the 2010 season, Ferrari dropped the “bar code”, issuing a press release: “By this we want to put an end to this ridiculous story and concentrate on more important things than on such groundless allegations.”