Word: chriss
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Dates: during 1980-1989
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Exporters of pop pander to foreign stereotypes of Americans. "The Japanese have very firm ideas about what they think we should be," says Jim Chriss, marketing vice-president of Levi Strauss International. Real Americans, in other words, are cowboys and sexpots and raucous young hunks--Steve McQueen, Marilyn Monroe, Montgomery Clift. It seems that Europeans and Japanese are especially fond of the American icons that provided their first pop jolt 20 or 30 or 40 years ago--pop that now has patina. The French intelligentsia still swoons for American movies of the '40s and '50s. Levi's is using images...