CONELRAD

CONELRAD (pronounced kon-ill-rad or kon-ill-rid)

As an acronym: CONtrol of ELectromagnetic RADiation, a Cold War era  system of emergency public broadcasting developed by the US in the mid 1950s.

Exclusive to the US, CONELRAD was a nationally standardized system of emergency public broadcasting (on the AM (amplitude modulation) medium-wave band at 640 & 1240 kHz) intended to operate in the event of enemy attack during the Cold War.  The original specifications for what emerged as CONELRAD was first discussed at the "Informal Government-Industry Technical Conference" (March, 1951) and later published by the FCC (Federal Communications Commission): "The primary plan for alerting broadcast stations that is currently being considered by the FCC Study Group is known as the Key Station System.  The arrangement requires certain telephone circuits (private wire or direct line to Toll Board) between the Air Defense Control Centers (ADCC) and specified radio stations to be known as Basic Key Stations & Relay Key Stations”.

Cold War PSA (public service announcement).

The essence of the system was each Basic Key Station upon receiving an alert or warning signal from the ADCC would, upon instruction, broadcast a predetermined message and also relay the message by telephone to all Relay Key Stations assigned to each Basic Key Station.  As a diversified network designed to be able to continue functioning even if various parts were destroyed, it was conceptually similar to a later US military project which would later evolve into the internet.  Intended to be simple, robust and able to reach as wide a possible audience in the shortest possible time, CONELRAD used simple protocols for alerting the public and other "downstream" stations, consisting of a sequence of shutting the station off for five seconds, returning to the air for five seconds, again shutting down for five seconds, and then transmitting a tone for 15 seconds.  Key stations would be alerted directly and all other broadcast stations would monitor a designated station in their area.

In the event of an attack on the US, all domestic television and FM (frequency modulation) radio stations were required immediately to cease broadcasting and upon alert, almost all AM stations shut down, those remaining on-air transmitting either on 640 or 1240 kHz.  No transmission would last more than a few minutes and upon one going “off-air” another would take over the frequency on a ”round robin” chain, this to confuse enemy aircraft which might be navigating using RDF (Radio Direction Finding), a technique first widely used in the early days of World War II (1939-1945).  In the US, all radio sets manufactured between 1953-1963 were required to have the two frequencies marked by the triangle-in-circle (CD Mark), the symbol of Civil Defense organizations.  In 1963, CONELRAD was replaced by the EBS (Emergency Broadcast System) which operated until 1997 when all responsibilities were assumed by the FCC.

Diet Coke product placement in Mean Girls (2004).  One of the clues in identifying product placement is that items carefully are placed so brand-names are always legible.

Product placement, a technique on marketing in which products are brands are “worked into” something like a film or television programmes, is now so ubiquitous (witness the frequent appearance in Mean Girls (2004) of Coca-Cola, Doritos, Cheetos, Dunkin' Donuts, Red Bull, Silk Milk, Taco Bell etc) that there are now internet sleuths gleefully who document each instance.  Frequently, the presence of a product is merely an example of “brand awareness” with no substantive effect on the plot (in most cases it’s of no significance whether the characters drive Fords or Buicks or drink Pepsi or Coca-Cola) although there have been some deemed morally or politically dubious and variously they’ve involved things like alcohol, tobacco or firearms or institutions like the US military.  Known also as “embedded marketing”, the technique is most associated with commercial cinema where the stuff is easy to interpolate but there have been examples even in literary fiction, the best known being The Bulgari Connection (2001) by Fay Weldon (1931-2023).  In that, in exchange for an undisclosed payment, the author was required to make a specified number of mentions of the Italian luxury goods house Bulgari (generously, greatly she exceeded the quota).  Of course, that’s an example which became notorious and it’s not known how many other “respectable” novelists have been subsidized this way.

Stromberg-Carlson radio (with CONELRAD settings arrowed in red) promoted as one of the many “plusses” in the ownership of one of the Ford Motor Company's new Edsels.  In Australia, the phrase “it seemed like a good idea at the time”  is known colloquially as the “streaker's defence”.

The companion technique is “product association”.  Here, a company seeks in some obvious way to be associated with someone or some institution and in every glossy magazine there will, in one form or another, be probably dozens of examples.  Usually, “product association” is contractual with the consideration (usually cash or some form of contra arrangement) flowing one way or the other but the technique can also be executed as a form of “ambush marketing” (a hotel hiring for a morning a number of Ferraris, Lamborghinis and such to park outside for a photo-shoot, thereby hoping the “prestige” of the brands will “rub off”, despite the manufacturers receiving not a peppercorn for their unwitting participation).  More conventionally, it’s a normal commercial transaction entered into on terms agreeable to both parties and, if thought mutually beneficial, it may be on the basis of NMA (no monetary action).  In the matter of Stromberg-Carlson (by then a division of General Dynamics, now famous for nuclear submarines, warplanes and such) advertising their satisfaction at their new “transistorized” radio with “Town-and-Country tuning” being “one of the outstanding plus features of America’s newest car, the exciting Edsel”, it would have seemed like a good idea at the time.  By all accounts the Stromberg-Carlson car radios were fine devices but exhorting customers to: “See and drive the Edsel – it’s wonderful!” would have done nothing to enhance the corporate image.  That is of course a risk with product association: just as positive image can rub off, if things go awry, there’s a risk of that spreading too.  As it was, the Edsel venture floundered within three seasons but Stromberg-Carlson wasn’t part of the collateral damage.

1958 Edsel Citation Convertible, a failure with a fine CONERAD transistorized radio by Stromberg-Carlson.

Formed in 1894 as a partnership between Swedish immigrants Alfred Stromberg (1861-1913) and Androv Carlson (1854-1925), Stromberg-Carlson was for much of the twentieth century one of the dominant US manufacturers and distributors of electronics and telecommunications equipment.  As is modern corporate practice, Stromberg-Carlson became absorbed into other concerns and has since been part of the swirl of M&A (mergers & acquisitions) activities but it remains active in the industry.  Between 1906-1907, Alfred Stromberg dissolved his interests in telecommunications and formed what would become the Stromberg Motor Devices Company and ultimately Stromberg Carburetors.  In the post-war years, Zenith-Stromberg carburetors were used on a variety of British cars but they became well-known in the US after being adopted in the late 1960s because the company had a product which was ideally suited to complying with the increasingly stringent US emission regulations, the trade-off being some loss of performance, particularly at higher engine speeds.  In something like the Jaguar E-Type (XKE; 1961-1971), the switch from triple SU carburetors to dual Zenith-Strombergs meant the high-speed response suffered but, even in those happier days, there weren't than many who with any frequency explored how the things performed above 125 mph (200 km/h).

Frisbee

Frisbee (pronounced friz-bee)

(1) A brand of plastic concave disk, used for various games by sailing it through the air, thrown by making it spin as it's released with a flick of the wrist.

(2) By extension & genericization (without an initial capital), a disk-shaped gliding toy of any brand.

(3) The sport or pass-time involving flying disks.

1957: The brand name Frisbee was trademarked in 1959 and later acquired by Wham-O.  Frisbee was an alteration of Frisbie, the name applied to the disk game by students who tossed the pie plates which came with the “Mrs Frisbie’s Pies” from the Frisbie Pie Company which operated from the Frisbie Bakery in Bridgeport, Connecticut.  Frisbie supplied pies to Yale University and it was at Middlebury College in Vermont during the 1930s a campus craze started for tossing empty pie tins stamped with the company's logo, the aeronautical qualities apparently uniquely good (students at both Yale and Princeton claiming to have discovered the aerodynamic properties).  The spelling of the name was changed on legal advice and frisbee is a genericization of the trademark.  Frisbee is a noun & verb and frisbeeing & frisbeed are verbs; the noun plural is frisbees.  The adjectives frisbesque & frisbeeish are both non standard.

Lindsay Lohan carrying her frisbee in its protective case.

The family name Frisbie exists in English records from 1226, from a place name in Leicestershire (Frisby on the Wreak), attested from 1086, from the toponym attested 1086 in Frisby on the Wreak, Leicestershire, from the Old Danish Frisby (Frisian village; farmstead or village of the Frisians), from the Old Norse Frisa, genitive plural of Frisr.  Not unusually for the age, there were two hamlets in county Leicestershire called Frisby but genealogists seem certain the origin of the family name is associated with Frisby on the Wreak.  In the parish records of 1239 there is a priest named de Frysby who was vicar of the church at Welham, a village about 13 miles (21 km) south-east of the city of Leicester, England and he may be the same Roger de Frysbey who in 1246 was curate of the church at Barkestone, ten miles (16 km) north of Melson Mowbray.  As a geographical name, the now lost Frisbys were two of many in the British Isles which derived their names from the Old Norman frisir (someone from the area of Frisia or Friesland).  The names were illustrative of the vast movement of people from Europe after the Norman Conquest of England in 1066.  A multitude of spelling variations characterize Norman surnames, many because the Old and Middle English lacked definite spelling rules and in an age of limited mobility, regional evolutions were common and gave rise to many dialectical forms (the introduction of Norman French to England also had an effect, as did the court languages of Latin and French).  It was not unknown for one person’s name to be spelled several ways during their single lifetime and Frisbie was just one of many including Frisbie, Frisby, Frisbee, Frisebie, Frisebye & Friseby.  The Frisbie motto was Semper fidelis (Always faithful).

Serial stalkers from Rupert Murdoch's (b 1931) News Corp found US singer Billie Eilish (b 2001), wearing a Siouxsie and the Banshees T-Shirt and tossing a frisbee while on tour, Sydney, Australia, March 2025.  Siouxsie and the Banshees were an English post-punk band active between 1976-1966 (there was a 2002-2003 revival), the name from the lead singer Siouxsie Sioux (Susan Janet Ballion, b 1957).

At much the same time students in the north-east US were tossing Mrs Frisbie’s pie tins to each other, a young couple were enjoying similar fun with a popcorn can lid but, unlike the students, they had an entrepreneurial streak and began selling the cardboard bases sold to cake makers for five times the cost, changing only the labeling.  World War II (1939-1945) interrupted business between 1942-1945 but, once hostilities ceased, the designer applied to the re-purposed disk some lessons learned from service with the US Army Air Force (USAAF), improving the aerodynamic properties.  The zeitgeist of the late 1940s was also influential.  In June 1947, a commercial pilot claimed to have seen nine "flying discs" zipping across Washington state at a speed he estimated at 1,200 mph (1931 km/h) and, without waiting for verification, the Associated Press (AP) wire service distributed the story.  The Hearst press ran the piece with a "flying saucers" headline and that phrase went viral about as quickly as things now spread on social media.  Saucer-mania had begun and soon there were hundreds of reported sightings, a trend which continued, spiking in response to events such as the launch of the USSR’s Sputnik satellite in 1957.  Taking advantage, the prototype Frisbee, by then mass-produced in plastic, was renamed from Whirlo-Way to Flyin' Saucer.

Ms Effie Krokos, this time in black jacket.

In 2019, Ms Effie Krokos (b 1999) and her fiancé were in the front yard of his house in Loveland (a wonderful name), 40 miles (64 km) north of Denver, enjoying some frisbee tossing.  Because it was a hot day, she removed her shirt and continued to play while topless.  Several hours later, a Loveland police officer (there are comedic possibilities in that) arrived and issued an indecent-exposure citation, invoking a city ordinance prohibiting exposure in public places or places open to public view.  Ms Krokos told the officer of a recent circuit court ruling against the public nudity ordinance in the neighboring city of Fort Collins but the officer maintained the ruling didn’t apply in Loveland.

Loveland Police cruiser: these are the Loveland Police.

Denver civil rights attorney David Lane (b 1954) agreed to take the case as part of the #FreetheNipple movement, explaining the Circuit Court of Appeals had ruled in February 2019 that Fort Collins’ public nudity ordinance, which had no restrictions on male toplessness but prohibited women from baring their breasts, was in violation of the Equal Protection Clause of the 14th Amendment.  Free the Nipple v City of Fort Collins (17-1103 (10th Cir. 2019)) established that ordinances based on gender are unconstitutional.  “Anywhere it’s legal for a man to appear in public topless, it’s legal for a woman to do the same” Lane said.  Loveland accepted the offer of a US$50,000 settlement in Krokos’ case in to prevent a federal lawsuit.  The case was dismissed with prejudice (meaning that it cannot be reintroduced in another lawsuit) and the city suspended enforcement of the provision, pending a review.  Ms Krokos said she wants to show that "it isn’t fair for women to be treated differently than men by law enforcement" and hopes that the case will make more women aware of their rights.

Boston University's women’s "Ultimate Frisbee" team (the Lady Pilots), ran an "I Need Feminism Because..." campaign.  The campaign was an effort to draw attention to the need for gender equity, apparently prompted by crooked Hillary Clinton's (b 1947; US secretary of state 2009-2013) loss in that year’s presidential election to a man whose reported comments about women would have ended the political career of anyone else.  Each of the players wrote their own message on the underside of a frisbee.

By the mid 1950s, the design had been refined to the form which exists to this day and had the changes were judged sufficiently innovative to be granted a US design patent; this was the product released as the Pluto Platter and the final evolution of the name came in 1957 when the named Frisbee was applied.  Remarkably, it had taken until then for the knowledge of the casual student game of the 1930s to become known to the manufacturers after an article appeared in a newspaper which revealed students were calling the Pluto Platter the Frisbie.  It was clearly a catchier name and it caught on, persuading the manufacturers to adopt the name to Frisbee, the change in spelling on legal advice, lest the pie makers object though that would soon become moot, the Frisbie Pie Company ceasing operations in 1958, something apparently unrelated to flying disks and attributed to the sharp US recession of that year.

Paige Pierce about to execute a backhand drive.

Because Frisbee is a registered trademark, the name isn’t use in formal competition.  The World Flying Disc Federation (WFDF) applied to the Olympic Organizing Committee, seeking inclusion in the program of the 2028 summer games in Los Angeles but didn’t make the short list which was restricted to baseball, softball, break dancing, cricket, flag football, karate, kickboxing, lacrosse, motorsport and squash.  WFDF expressed disappointment, noting that “Flying Disc sports is actively practiced on a competitive level in 103 countries in the world and appeared to satisfy all of the objective criteria agreed between the IOC and LA28. These criteria included not adding cost and complexity to the games by utilizing full venue sharing on the beach or grass stadium, having total gender equality with our gender-balanced mixed format, having youth appeal, and ensuring that the top athletes were involved. There are few other sports that can boast an equivalent Californian DNA as frisbee and we felt our Ultimate 4s format requiring a total athletes’ quota of only 48 would fit well given the overall cap on the Games. We are also strongly convinced that our sport is unique in upholding integrity and fairness with our self-refereeing concept of Spirit of the Game.”  The WFDF have indicated they’ll make representations to be included in the 2032 Olympic Games in Brisbane, Australia.  The game is certainly growing and a tiny elite are already finding Flying Disk a lucrative pursuit, the top athletes attracting sponsorship deals from disk manufacturers.  Paul Mcbeth’s (b 1990) contract is worth a reported US$10 million over five years while the highest paid woman is Paige Pierce (b 1991), earning US$3 million over three years.  Both are under contract to Discraft.

1973 Maserati Bora 4.9 with the early (1971-1975) aluminium wheels fitted with "frisbee" (not dogdish) hubcaps (left), 1977 Maserati Bora 4.9 with the later (1975-1978) aluminium wheels without frisbees (centre) and 1974 Maserati Merak 3.0 (right), a model never frisbeed.

Between 1971-1975, the mid-engined Maserati Bora (Tipo AM117; 1971-1978) was equipped with removable, polished stainless steel hubcaps (which the Maserati cognoscenti call frisbees) on its 7½ x 15 inch (190.5 x 381 mm) Campagnolo aluminium wheels.  Although structurally different, the less expensive Merak (Tipo AM122; 1972-1983) used a similar body but was equipped with 2.0 & 3.0 V6 engines rather than the Bora’s 4.7 & 4.9 litre V8s, the smaller engines meaning the Merak was able to be fitted with two rear seats (most suitable for small children or contortionists).  The Merak used wheels in the same general style though without the frisbees and after 1975 this configuration extended to the Bora.  Rarely has there been a hubcap plainer than the those used on the Bora but anyone calling it a “poverty cap” (slang in the US for the least elaborate hubcaps) would be shocked by the price they command as used parts; on the rare occasions they’re available, they've been listed at US$700-2000 a set.  Unlike the Merak which was named after a star in the constellation of Ursa Major, the Bora borrowed its name from a wind which blows along the Adriatic coast, the company over the years having used the names of a number of (usually hot) winds from North Africa and the Middle East including Ghibli, Khamsin, Shamal and Karif.

Tattoo

Tattoo (pronounced ta-too)

(1) A signal on a drum, bugle, or trumpet at night, for soldiers or sailors to go to their quarters.

(2) A knocking or strong pulsation.

(3) In British military tradition, an outdoor military pageant or display, conducted usually at night.

(4) The act or practice of marking the skin with indelible patterns, pictures, legends, etc, by making punctures in it and inserting pigments.

(5) A pattern, picture, legend, etc so made.

1570–1580: An evolution from the earlier taptoo from the Dutch command tap toe! (in the literature also as taptoe) (literally “the tap(room) is to” (ie shut)).  Originally, the tattoo was a signal on a drum, bugle, or trumpet at night, for soldiers or sailors to go to their quarters, the musical form varying between regiments but all based on a knocking or strong pulsation; it was later it became an outdoor, usually nocturnal military pageant or display.  The usual abbreviations are tat and tatt (used most often in the plural) and the derived terms tend to be functionally deterministic (amalgam tattoo, henna tattoo, sleeve tattoo, tattoo flash, tattoo gun, tattoo tool, tattoo machine, tattoo parlor, tribal tattoo, tattoo artist, tattoo removal etc).  It's much more common for one who applies tattoos to be called a tattooist than a tattooer and tattooee (who who is tattooed) is rare to the point of being extinct.  Tattoo & tattooing are nouns & verbs, tattooist, tattooee, tattooer & tattooage are nouns, tattooed is a verb & adjective and tattoolike and tattooless are adjectives; the noun plural is tattoos.

The word was first used during the Thirty Years' War (1618-1648) in the Low Countries (Belgium and the Netherlands) where the Dutch fortresses were garrisoned by a federal army containing Scottish, English, German and Swiss mercenaries commanded by a Dutch officer corps.  Drummers from the garrison were sent into the towns at 21:30 (9:30 pm) each evening to inform the soldiers that it was time to return to barracks.  The process was known as doe den tap toe (Dutch for "turn off the tap"), an instruction to innkeepers to stop serving beer and send the soldiers home for the night although the drummers continued to play until the curfew at 22:00 (10:00 pm).  Tattoo and the earlier tap-too and taptoo, are alterations of the Dutch words tap toe which have the same meaning.  Taptoo was the earlier used alteration of the phrase and a reference was found in George Washington's papers: "In future the Reveille will beat at day-break; the troop at 8 in the morning; the retreat at sunset and taptoo at nine o'clock in the evening."  Over the years, the process became more of a show and often included the playing of the first post at 21:30 and the last post at 22:00.  Bands and displays were included and shows were often conducted by floodlight or searchlight. Tattoos were commonplace in the late nineteenth century with most military and garrison towns putting on some kind of show or entertainment during the summer months.

A Lindsay Lohan tattoo; the Italian phrase la bella vita translates as "life is beautiful".

The use to describe body marking dates from 1760–1770.  Tattoo, from the Marquesan tatu or the Samaon & Tahitian tatau (to strike) coming to replace the earlier tattow from the Polynesian tatau.  It took some time for tattoo to become the standardised western spelling, the OED noting the eighteenth century currency of both tattaow and tattow.  Before the adoption of the Polynesian word, the practice of tattooing had been described in the West as painting, scarring or staining and in 1900 British anthropologist Ling Roth in documented four methods of skin marking, suggesting they be differentiated under the names tatu, moko, cicatrix and keloid.  There was, between the Dutch and the British, a minor colonial spat about which deserves the credit for importing the word to Europe and while that sounds petty, the colonial powers usually could find something about which to disagree,

A “dot tattoo” on the skin of a patient undergoing radiation therapy with a US one cent (“penny”) coin for comparison.

The US penny has a diameter of ¾ inch (19.05 mm).  On 12 November 12, 2025, after a run of some 230 years, the last penny was minted at the Philadelphia Mint, the first coin the US Treasury has discontinued since the half-cent was discontinued in 1857.  The penny (1 cent) will remain a unit in financial transactions and with billions in circulation, the physical coin will still be legal tender; being metal, some will last for centuries.  There was a time when a penny could buy many things but, over time, they became close to worthless although there were still “penny stocks” (speculative investments in the equities markets), even many of them cost a few pennies a share.  The word will remain part of idiomatic use (”pennies in the dollar”; “penny-wise, pound poor” etc) but the coins, for years a rare sight, will become a curiosity.  As recently as the 1960s it was still common to buy thing "for a penny" and candy stores would even have sweets available a "three for a penny" but the inflation which began late in the decade meant the coin soon had little practical use but one exception is the Catholic Worker newspaper, seven editions of which are each year published each year by the Catholic Worker Movement in New York; since 1933 it has sold for a penny.  While the term "legacy media" has become commonly used, the Catholic Worker truly is a relic of the pre-electronic age, being manually laid out for printing rather than digitally prepared and not available in any non-paper form; the publication has neither a website nor an E-mail address.

Because the radiation therapy used to treat cancer gains its effectiveness from precise targeting of the location of a patient’s cancer site, a small “dot tattoo” is applied to the skin so at each session the body exactly is aligned with the machinery for each session.  By “sighting” the machine using the black dot, therapists can ensure the radiation is delivered to the targeted area.  Small and permanent, the tattoos are barely distinguishable from birthmarks but some patients subsequently choose to have them removed using conventional laser techniques and advances in have made possible tattoo-free radiation therapy using technologies like SGRT (Surface Guided Radiation Therapy).  SGRT uses unremarkable cameras and infrared light to create a 3D map of a patient's skin surface, meaning the device can use internally-generated grid (from thousands of reference points) co-ordinates to handle the positioning.  In certain cases however (notably in more complex cases where multiple dots are needed), tattoos remain the preferred option and while some opt to keep them, others have no wish to be reminded of the experience and have them removed.

Tan lines.

Tan lines are visible differentiations in hue separating a “tanned” area from the paler “untanned” skin; it’s created by sun exposure or an artificial source of UV (ultra violet) radiation and is the marker between where clothing, sunscreen or shade has blocked the UV rays which radiate the exposed skin.  Because such exposure is a documented risk-factor for skin cancer, intentionally seeking to be sunburnt to create fashionable tan lines is potentially harmful and many health warnings have been issued.  While the energy from the Sun makes possible life on Earth and humans benefit for some exposure, too much definitely can be dangerous so, when exposed, the recommendation is to use coverage, either with clothing or frequent application of a sunscreen (the higher the rated SPF (sun protection factor) the more effective it should be.  Probably, there’s never been a better encapsulation of strategy than the Australian “Slip, Slop Slap” public health campaign of 1981 (slip on a shirt, slop on sunscreen, and slap on a hat).  It was an effective message but while the incidence of skin cancer has fallen, between half and two thirds of the Australian population will in their lifetime suffer at least one skin cancer.  Despite the numbers, tanning (with consequent tan lines) remains a popular pastime but fortunately, modern commerce saw a gap in the market and many beauticians will now emulate tan lines using (a usually spray-on form of) tanning lotion.

A tantoo.

The portmanteau word tantoo (the construct being tan + (tat)too) describes a tan line planned deliberately in the style of a tattoo and, in the abstract, it can be thought to have the same relationship to a tattoo that a negative has with a printed photograph.  Tantoo stickers are available in a variety of shapes and the look is achieved by placing the sticker on the skin in the desired spot, then inflicting sufficient sun damage on the surrounding area until the desired tone is achieved.  At that point the sticker is removed.  Tan lines have a place in cultural history because of the relationship between pale skin being associated with wealth (ie someone not toiling in the fields) and certain forms of “selective tanning” being linked with “the leisured class”.  In the late twentieth century tan lines emerged as a genuine aesthetic in the beauty industry and rather than seeking to conceal their presence, many dressed to in a way which made them a feature.

Loleia Swimwear’s Black Friday Sale campaign, November 2025.

Most tan lines are merely circumstantial although in niches they can be a thing, some adult sites now listing “tan lines” as a category.  So, variously they can be admired or pass barely noticed but we live in very sensitive times and an Australian swimwear brand in November 2025 received criticism for “glamourising sunburn”, a conclusion drawn by those outraged by Loleia Swimwear’s Black Friday Sale campaign.  What caused the angst was Loleia’s use of a photograph of a bronze-skinned model with LOLEIA 30% OFF STOREWIDE CODE: BLACKFRIDAY digitally added to her back in a way which looked as if the characters were in un-tanned skin (ie a tantoo).  Based in the Western Australian capital Perth (the world’s most isolated city according to urban geographers), Loleia is said to have become a cult favourite in the crowded swimwear business but being targeted by the skin police will have generated a level of brand-awareness it would otherwise have taken much effort and likely millions of dollars to attain.  Wisely, the brand did not respond to multiple requests for comment, presumably advised there was little to be gained for either defending or apologizing for the use of the image whereas letting the story play out was priceless (and free) publicity.

Token gesture #1: Loleia's website is lavishly stocked with images of models in swimwear but there seems to be only one carrying a container of sunscreen and, at SPF (Sun Protection Factor) 30 it's not the most protective available.  Note the admirable shoulder blade definition.

The CCWA’s (Cancer Council of Western Australia) SunSmart manager condemned the advertisement, saying: “It’s really concerning to see images like that, particularly targeting young people who might see that image and not realise that it might be a generated image.  We don’t want people to aspire to that kind of look – tanning causes damage to your skin, and it is skin cells in trauma.  Portraying and promoting images like that in the media is really not on … we’re really disappointed to see that kind of depiction.”  That must mean the SunSmart manager believes bikini-buying young women will assume an advertising agency would pay an appropriately-stickered model to lie for hours under the sun or a sunlamp to achieve the desired tantoo rather than spend a few minutes (or maybe seconds if generative AI (artificial intelligence) is used) photoshopping a stock image.  Perth may be isolated but the young folk there know about fake images.  In fairness, the CCWA did have a good point to make because tanning remains fashionable in Australia despite the country’s skin cancer rates being among the world’s highest, the sometimes lethal melanoma one of the most common cancers in Australians aged between 15-29 (ie the prime bikini-wearing demographic).

Token gesture #2 (DEI): Although the quota seems to have been set low, the site includes a handful of MoCs (models of color).

Cultural change can be achieved but nobody seems yet to have found the formula which to make youth perceive untanned skin as desirably attractive and the bronzed look as mere “skin damage”.  Historically, that was in many places the dominant narrative but that was when a tanned skin was associated with peasants toiling in the fields and a pale complexion reflected having the wealth and social status to “stay out of the sun”.  Social and economic shifts have changed things in that in the twentieth century tans became linked with leisure which, combined with a “beach culture” (certainly in sunny Australia) made bronzed skin a marker of youthful vitality.  “We’re really trying to change the culture that Australia has around the fact that tanning is desirable because we know that it just leads to skin cancer” the SunSmart manager was quoted as saying, adding “We’d really encourage brands and advertising agencies to consider how they’re depicting those behaviours in their materials – considering that it’s young people that they’re targeting, [it’s important] to think about how they can encourage them to do the right thing, particularly with swimwear brands.  We want to see just some positive reinforcement of the messages that we’ve been talking about for generations.”

Token gesture #3 (DEI): There was also a smattering of plus-size models (at the lower end of the spectrum).  As a general principle, the plus-size community is at higher risk of sun-induced skin damage because their surface area is greater.

The manager of Skin Collective (a Perth skincare clinic) concurred, saying “…advertising sunburn in any form was dangerous.  It’s a real concern that an advertising campaign is glamourising sunburn or tanning by showing it in a pattern.  Research has shown that actually it takes only one sunburn that blisters and causes a peel to double your melanoma likelihood or risk.  I definitely think a year ago, there was a significant messaging around making it trendy or cool to create tans.  We saw even people go as far as tattooing tan lines on their bodies, which is a real concern in a country that has the highest melanoma rates.  I think we need to take responsibility and understand that our marketing campaigns genuinely do influence trends – it’s important that your messaging is about sun safety, and we can do that by creating beautiful, curated campaigns that still [have a] SunSmart message.  We’re actually changing the health of a whole generation, and it’s really important for us to be those educators.”

Mostly though, the site's photography is on theme and the compositional standard high although what was striking (especially for a swimwear retailer) was the relative paucity of blonde hair and it may be this was done deliberately to disguise the lack of diversity.

The issue with tanning in Australia is not new.  In 2024, Ad Standards (the national regulator for advertising standards) found Fox Tan had, in a TikTok video, breached the AANA’s (Australian Association of National Advertisers) code of ethics regarding health and safety (advertisers have ethics, who knew?).  That case concerned a video of a woman lying on a sun lounge, the caption reading: “When they say it’s time to get out of the sun now but your tan just started to look good.”  According to Ad Standards, noting “…skin cancer affects a very large number of Australians over their lifetime and continues to lead to a high number of deaths every year”, the panel concluded “…the audience for the advertisement is likely to be younger Australians interested in tanning and considered that the messaging in this advertisement was especially dangerous for this group of people.”  However commendable her efforts, the CCWA’s SunSmart manager may be fighting a losing battle. 

In Japanese, the word irezumi means "insertion of ink" and is applied variously to tattoos using tebori (the traditional Japanese hand method, a Western-style machine or any method of tattooing using insertion of ink.  The most common word used for traditional Japanese tattoo designs is horimono although increasingly the word tattoo is used to describe non-Japanese styles of tattooing. Etymologists found tattoo intriguing because so many languages contain similar words, some appearing to have emerged independently of the others and anthropologists agree the practice of tapping on primitive instruments as a distractive device seems to have been a widespread practice while images were being made on the skin, the conclusion being some of the variations are likely onomatopoeic:

English: tattoo
Danish: tatovering
Italian: tatuaggio
Brazilian: tatuagem
Estonian: tatoveering
Romanian: tatuaj
Norwegian: tatovering
Māori: Ta moko
Swedish: tatuering
German: tatowierung
French: tatouage
Spanish: tatuaje
Dutch: tatoeage
Finnish: tatuointi
Polish: tatuaz
Portuguese: tatuagem
Lithuanian: tatuagem
Creol: tatouaz

Nude & Naked

Nude (pronounced nood or nyood)

(1) Naked or unclothed, as a person or the body.

(2) Without the usual coverings, furnishings etc; bare.

(3) In art, being or prominently displaying a representation of the nude human figure.

(4) In law, a contract made without a consideration or other legal essential and therefore invalid (nudum pactum).

(5) In historic commercial use (usually for underwear), a light grayish-yellow brown to brownish-pink color (no longer in common use; now considered offensive because of the cultural implications of its association with white skin).

1531: As an artistic euphemism for naked, use was first applied to sculpture first emerged in the 1610s but the term not common in painting until the mid-nineteenth century when the idea of "the nude" was recognized as a genre.  The origin of the use in painting in the sense of "the representation of the undraped human figure in visual art" is said to date from 1708 and be derived from the French nud, an obsolete variant of nu (naked, nude, bare) also from the Latin nūdus.  The phrase idea of being in the nude (in a condition of being unclothed) emerged in the 1850s in parallel with the use in art criticism.

The adjective nude in legal use dates from the 1530s and meant "unsupported, not formally attested", the use from the Latin nūdus (naked, bare, unclothed, stripped) from the primitive Indo-European root nogw- (naked).  In legal matters it was typically applied in contract law (hence the "nude contract") and, by extension, the general sense of "mere, plain, simple" emerged twenty years later.  is attested from 1550s. In reference to the human body, "unclothed, undraped," it is an artistic euphemism for naked, dating from 1610s (implied in nudity) but not in common use in this sense until mid-nineteenth century.  The noun nudie (a nude show) dates from 1935 while the much earlier noun nudification (making naked) was from 1838, presumably a direct borrowing of the French nudification which had been in use since 1833.  The practice of nudism actually has roots in Antiquity but nudist (as applied to both practitioners and practice) came into use only in 1929 as an adjective and noun, both influenced by the French nudiste.  The noun nudism (the cult and practice of going unclothed) also dates from 1929 and in the UK, however inaccurately, it was described as a cult of German origin which had been picked up also by the more bohemian of the French, the more respectable London press linking the practice with vegetarianism, physical exercise, pagan worship and the eating of seeds.  Nude, nudeness  & nudist are nouns & adjectives and nudity & nudism are nouns; the noun plural is nudes.

Naked (pronounced ney-kid (U) or neck-ed (non-U))

(1) Being without clothing or covering; nude.

(2) Without adequate clothing.

(3) A natural environment bare of any covering, overlying matter, vegetation, foliage, or the like.

(4) Bare, stripped, or destitute.

(5) A descriptor of the most basic version of something sometimes more elaborate or embellished.

(6) In optics, as applied to the eye, sight etc, unassisted by a microscope, telescope, or other instrument.

(7) Defenseless; unprotected; exposed.

(8) Not accompanied or supplemented by anything else.

(9) In botany, (of seeds) not enclosed in an ovary; (of flowers) without a calyx or perianth; (of branches etc) without leaves; (of stalks, leaves etc) without hairs or pubescence.

(10) In zoology, having no covering of hair, feathers, shell etc.

(11) In motorcycle design, a machine in which the frame and engine are substantially exposed by virtue of screens and fairings not being fitted.

Pre 900: From the Middle English nakede & naked (without the usual or customary covering" (of a sword etc)) from the Old English nacod (nude, bare, empty or not fully clothed); related to the Old High German nackot, the Old Norse noktr and Latin nudus; cognate with the Dutch naakt, the German nackt, the Gothic naqths; akin to the Old Norse nakinn, the Latin nūdus, the Greek gymnós and Sanskrit nagnás.  Source was the Proto-Germanic nakwathaz, also the root of the Old Frisian nakad, the Middle Dutch naket, the Old Norse nökkviðr, the Old Swedish nakuþer and the Gothic naqaþs and ultimate source the primitive European nogw (naked), related to the Sanskrit nagna, the Hittite nekumant, the Old Persian nagna, the Lithuanian nuogas, the Old Church Slavonic nagu, the Russian nagoi, the Old Irish nocht and the Welsh noeth.  As applied to qualities, actions, etc, use emerged in the early thirteenth century, the phrase “naked truth” first noted in 1585 in Alexander Montgomerie's (circa 1550-1598) The Cherry and the Slae.  The phrase “naked as a jaybird (1943) was earlier referenced as “naked as a robin” (1879); the earliest known comparative based on it was the fourteenth century “naked as a needle”.  “Naked eye” is from 1660s, the form unnecessary in the world before improvements in lens grinding technology led to the invention of telescopes and microscopes.  The adjective nakedly (without concealment, plainly, openly) was from circa 1200.  The noun nakedness was from the Old English nacedness (nudity, bareness).  Naked is a verb & adjective and nakedness & nakedhood are nouns.  The special use of naked as a noun applies to motorcycles in which case the noun plural is nakeds.

Naked motorcycles:  2010 Ducati 1098 Streetfighter (left) and 2015 MV Agusta Stradale (right).

Those with a fondness for such things can spend a long time admiring the intricacy of machines like these, the exposed pipework of exhaust systems exerting a particular fascination.  On the BMW motorcycle forums (fora for those who insist on the Latin plural) it’s not uncommon to read of longings for the factory to produce a naked version of the straight-six K1600, a machine available since 2011 only with extensive fairings, befitting its role as a “touring bike”.  What the aficionados want is to see are the curves of the six stainless exhaust headers which would be as pleasing as those on the old Benelli Sei (Six, 1973-1978).

1976 Benelli Sei 750.  This is the appeal of the naked look; it would be sad to conceal the sensuous steel beneath some sort of plastic.

The concept of the naked motorcycle is a machine reduced to its essence of a frame, wheels and an engine, thereby making it lighter than more exotically configured models which may include flashings, windshields, saddlebags or fairings.  Simple physics mean a machine with less mass accelerates, turns and stops with less demand of energy and at low speed they tend to be easier to manoeuvre, are lighter to hold up when static and certainly easier to mount on a centre-stand.  There's also the attraction there are fewer things to break, fibreglass fairings being notorious for getting cracked, scratched or broken and Perspex screens are, with age, prone to cloudiness.  The look however is why some buy naked bikes, the intricacies of the exposed mechanicals appealing especially to engineers anxious to display the quality of the frame's welding or the indefinable but real attraction of Allen-headed bolts.  They're also quick.  Although sacrificing the aerodynamic advantages gained by fairings means in some cases the naked machines can have lower top speeds, they tend to accelerate with more alacrity, offer instant responsiveness and, in street use, top speeds are now anyway rarely approached.

1936 John Deere Model B Row Crop Tractor (“Unstyled”).

The concept known to motorcyclists as the “naked” existed also in agricultural machinery, all of which presumably began in a “naked” form with protective housings added later.  As such equipment became big business in commerce, decorative embellishments would have been the last appendages to appear.  Until the 1939 model-cycle, John Deere’s (JD) row crop tractors were “naked” in execution with the steering post, radiator and most of the engine exposed, the wheels often with spokes running from hub to rim.  However, in 1938, JD hired the industrial designer Henry Dreyfuss (1904-1972) and he created the shapes of the sheet metal which was added to cover many of the exposed areas, including the radiator, the new grill unmistakably from the art deco era and perhaps influenced by the memorable “coffin-nosed” Cords (810-812, 1936-1937).  Mr Dreyfuss’s distinctive radiator cowling was for generations a signature element of many of JD’s Tractors.

1956 John Deere Model 60 Row Crop Tractor (“Styled”).

At the time, such ventures were thought “styling” rather than “designing” so the new JD ranges came to be dubbed the “Styled” and the predecessors retrospective this became the “Unstyled” and also a marker of the new was the use of solid steel wheels to replace the spoke units.  Although heavier and using more steel, the solid wheels were cheaper to produce because they eliminated the use of much labor.  JD’s switch to “Styled” versions was phased in over several years with the models “D” & “G” being the last to appear in the original “naked” configuration.  JD and Mr Dreyfuss put effort and capital into the “Styled” project and as the company’s product line for decades indicated, they were well-pleased with the result and no doubt would not have predicted that early in the twenty-first century, with vintage tractors a collectable item (and definitely there are identifiable cults among the calling), there would be those who would take a 1942  “Styled” JD and lovingly transform it into an “Unstyled”.

Trimline phone in white, available also in designer colors.  Western Electric's original Trimline was available in 36 finishes (33 shades plus faux teak or walnut and the obviously daring “Transparent”) including JD’s signature green & yellow.

Although his name remains well-known in the field, Henry Dreyfuss is somewhat neglected in the public imagination although his breadth was remarkable, encompassing both industrial and consumer products ranging from vacuum cleaners, typewriters and alarm clocks to heavy locomotives, tractors and office buildings.  His most enduring contribution to daily American life was his involvement in the design of telephone handsets, his models for Western Electric serving as standard household and office fixtures between the 1940s and 1990s while the wall-mountable Trimline (1965) and twelve-digit touch-phone (1968) to this day remain available as retro items.

Nude or naked?

In many places the words may correctly be used interchangeably.  In law, a nude and a naked contract are the same, a pact which is unenforceable because if doesn’t possess all the elements required to be valid.  The legal maxim nuda pactio obligationem non parit signifies a naked promise which is a promise without anything being provided in return.  Nuda pactio obligationem non parit thus does not create a legal obligation.

The Nude: A Study in Ideal Form (1956) by Kenneth Clark, Bollingen Series, Pantheon Books, New York, 1956.

Lord Clark (Kenneth Clark, 1903-1983), a cultural elitist of a kind now perhaps either extinct or rendered silent by a less deferential culture, opened The Nude: A Study in Ideal Form by noting naked implied something embarrassing yet nude “…carries, in educated usage, no uncomfortable overtone.”  Clark certainly wrote for an “educated” audience and his view was there were works of art in which there were nudes but other depictions were just variations of nakedness for whatever purpose.  The nude, he concluded, “…is not the subject of art, but a form of art.”  In critical circles that's now mostly the accepted orthodoxy but since Antiquity not all elites (even the “educated” ones) have shared the view and it wasn't just medieval popes who sought to cover up the unclothed, sometimes with draping and sometimes fig leaves, all judiciously placed.  Other have been more destructive, burning or reducing to rubble “that which should offend thine eye”. 

Highly qualified content provider Busty Buffy (b 1996) who, as is done in her profession, appears sometimes “in the nude” although Lord Clark would have called that state of undress: “nakedness”.

In other words, the models in men's magazines were photographed naked while figures rendered in fine art were part of the tradition of the nude.  Photographers who thought their work artistic didn't agree and the onset of cultural relativism means such debates, whatever opinions may be held, are now rare.  However, the adoption by some that nude was something to used exclusively about works of art dates only from the eighteenth century, a movement led by critics and the commercial art industry which wanted the English market again to start buying the many nudes available for sale but which, even before the Victorian era, had fallen from fashion.

New York Magazine, February 2008 (Spring Fashion Issue).

Bert Stern’s (1929-2013) nude photo shoot of Marilyn Monroe (1926–1962) was commissioned by Vogue magazine and shot over three days, some six weeks before her death.  In book form, the images captured were compiled and published as The Last Sitting (first edition, William Morrow and Company (1982) ISBN 0-688-01173-X).  Stern reprised his work in 2008 with Lindsay Lohan, the photographs published in February 2008’s spring fashion issue of New York magazine.  Stern chose the medium of forty-six years earlier, committing the images to celluloid rather than using anything digital.  The reprised sessions visually echoed the original with a languorous air though the diaphanous fabrics were draped sometimes less artfully than all those years ago.  He later expressed ambivalence about the shoot, hinting regret at having imitated his own work but the photographs remain an exemplar of peak-Lohanary.

First published in 1968, New York magazine is now owned by Vox media and, unlike many, its print edition still appears on surviving news-stands.  The editorial focus has over the decades shifted, the most interesting trend-line being the extent to which it could be said to be very much a “New York-centred” publication, something which comes and goes but the most distinguishing characteristic has always been a willingness (often an eagerness) to descend into pop-culture in a way the New Yorker's editors would have distained; it was in a 1985 New York cover story the term “Brat Pack” first appeared.  Coined by journalist David Blum (b 1955) and about a number of successful early twenty-something film stars, the piece proved controversial because the subjects raised concerns about what they claimed was Blum’s unethical tactics in obtaining the material.  The term was a play on “Rat Pack” which in the 1950s had been used of an earlier group of entertainers although Blum also noted another journalist's coining of “Fat Pack”, used in restaurant-related stories.

Lindsay Lohan, Playboy magazine cover, January/February 2012.

Nudity & nakedness are defined by both context & circumstances.  The cover photograph for Lindsay Lohan's 2012 Playboy shoot was, in the narrow technical sense, ambiguous because the chair could have been concealing a pair of delicate lace knickers.  Importantly, even though there are stilettos on the feet, this is still a nude shot because, in this context, shoes don't count; everybody knows that.

Actually, in the context of nude shots it’s probably more correct to say stilettos can be part of the construct of "the nude", the shoes having a long history as an element in such photo sessions, the connotation well-understood.  For that reason, the motif was the one addition to a “nude pin-up calendar” published in 2010 by EIZO Corporation (株式会社, EIZO Kabushiki-gaisha), a Japanese visual technology company which began in 1968 as a television manufacturer.  The name EIZO is an unaltered use of the Japanese 映像 (eizō) (image).  As electronics became progressively cheaper and more powerful there was a proliferation in the use of screens for many purposes and EIZO responded by diversifying into products such as arcade game hardware, computer monitors, VCRs (video cassette recorders) and cassette players.  In 2002, a range of monitors for medical imaging was introduced and the novel calendar appeared to promote its radiological devices.

Eizo Pin-up calendar, 2010.

Advertising Agency: Butter, Berlin & Duesseldorf, Germany
Creative Director: Matthias Eickmeyer
Art Director: Nadine Schlichte
Illustrator/CGI: Carsten Mainz
Copywriter: Reinhard Henke

The theme of the calendar was a model scanned in twelve stereotypical “pin-up” poses, the young lady nude except for her stilettos with the images in the form of classic X-Ray film.  What that meant was the model was in a sense more naked than most nudes because all that was visible (except for the stilettos) was the skeleton and an adumbrated outline of the skin; like the more “artistic” pornography, much was achieved by having a viewer’s mind “fill in the gaps” as it were.  It attracted much interest but it soon was revealed no model was irradiated in the making of the calendar, the images all created with CGI (computer-generated imagery).  The concept came from Berlin-based creative agency Butter and in terms of brand-recognition was an outstanding success because before images of the calendar went viral, it’s doubtful many outside the Japanese electronics industry had heard of EIZO and their highly-regarded monitors.

What a stiletto imposes on the wearer’s “metatarsophalangeal joint between the metatarsal and proximal phalangeal bones” attracted some comment.  It seems a small price to pay for the pleasure men gain from seeing a foot in these classic shoes.

Being the internet, the images were of course deconstructed even before Butter revealed the truth.  Those well acquainted with medical imaging pointed out it was obvious they were digital composites because some things appeared as “white” when they should have been “black”, Miss July’s nipples apparently an obvious clue (for those with a trained eye) while others pointed out a “conspicuous absence of bowel gas and pulmonary vascularity.”  What the careful analysis of the images did proved was just how well-trained those eyes must be because (presumably) no radiologists have ever before had to assess subjects imaged in quite these positions.

Butter's “No model was harmed in the making of EIZO's calendar” explanation of the production process: (1) The wireframe skeleton (top left) and skin (top right), (2) Rendering the skeleton (middle left) and skin (middle right), (3) Combining and inverting the skin & skeleton renderings (bottom right) and (4) the final image after detail editing.   It was at stage (4) that, had a trained consultant been on hand, something like the color of Miss July's nipples would have been corrected but that seems a minor quibble about what was an imaginative project.

In high fashion, there has for some time been pressure on the industry (in Europe in some jurisdictions this has even assumed a legislative form) to move away from the use of untypically (even unusually) thin models on catwalks and in advertising in favor of those with bodies more representative of the population.  Although it's obvious this has resulted in something of a "quota-system" of "plus-sized" models, to date the industry has proved remarkably adept in keeping the catwalks and photo-shots "thin" and unattributed sources within the agencies have been quoted as saying they are still requested by the fashion houses and publications to supply the traditional shape with "just enough" of the larger types added (thrown-in, as it were).  So, in an era when the "please do not feed the models" meme cut a bit close to the bone, to reassure the internet their calendar had required no model to be exposed to a high-dose of radiation, Butter published pictures of the physical wireframes constructed for the CGI modelling; while that proved she was all pixels and there was no exploitation, a feminist critique would still detect the gratuitous objectification of the female form.  Still, neither agency or client could resist the tagline: “The EIZO Medical pin-up calendar – just like EIZO monitors – really does show every detail.”

Nude bras by Flora & Fauna (left) and Capeizo (right).

The concept of the “nude bra” was one of the unanticipated consequences of the emergence of DEI (diversity, equality & inclusion) as part of the West’s linguistic and cultural framework.  The beige bra has long been an industry staple and although the products are sometimes described as a “boring beige bra”, their usual qualities (comfortable, supportive and unobtrusive) made them an “everyday essential”.  However, the functional, if unexciting, garments tended once to be marketed as “skin-tone” which obviously was intrinsically exclusionary because it implied skin was “beige” and thus one of the many examples of “white privilege”.  Accordingly, mostly the industry shifted to value-free descriptors such as beige, black, brown, green, grey, ivory, pink, purple, red, white etc.  The purpose of a nude bra is to be nearly imperceptible under clothing, achieved by the fabric as closely as possible matching the skin tone and the obvious implication is what is a nude bra for one might be quite the opposite for another.  Glamour has a a helpful on-line guide based on the idea of skin's undertones able to be classified as cool, warm, or neutral and notes that while in underwear "black" and "white" tend to be universal, colors like beige or brown are spectrums and there are variations, both between manufacturers and even within their ranges,  That's good because even within a construct like "black skin" or "white skin", there are variations so ideally the selection of a nude bra will involve a consumer comparing fabric with flesh.