Word: endomorph
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Dates: during 1990-1999
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...employing a range of masculine archetypes. Some were designed to appeal to female consumers. With the Jolly Green Giant, he resurrected a pagan harvest god to monumentalize "the bounty of the good earth"--and to sell peas. Years later, with the creation of the Doughboy, Burnett employed a cuddly endomorph to symbolize the friendly bounce of Pillsbury home-baking products. Aiming at male audiences in the '50s, a time when filter cigarettes were viewed as effeminate, Burnett introduced a tough and silent tattooed cowboy on horseback, "the most masculine type of man," he explained, to transform the image of Marlboro...
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