007, Ian Fleming and Playboy Magazine, by Claire Hines (Manchester University Press, 2018, Pp
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The Playboy and James Bond: 007, Ian Fleming and Playboy Magazine, by Claire Hines (Manchester University Press, 2018, pp. 209) KEVIN MCCARRON Toward the end of her book, Claire Hines quotes from Playboy magazine upon the release of Skyfall in 2012: “ i!" "ears of #ond $lms fore%er changed the defnition of the modern man, and Playboy has been with 00' e%er" step of the wa" ( publishing )an leming, photographing the #ond girls and celebrating the la%ish lifest"le* +1,--1,/01 Hines does an impressi%e, %er" meticulous 2ob of tra. cing these steps: from 1,3- to 201'1 4ike other commentators on #ond she notes that Casino Royale was published in 1,3-, the same "ear that Hugh Hefner launched Playboy1 Hines is more interested in the $lms than in the no%els, but she writes well on generi& precedent in leming’s no%els and suggests #ond is a less clubbable and far less amiable character than those of 7ornford 8ates and “Sap. per*, in particular1 She also notes that Playboy had its roots in Esquire magazine but took ad%antage of +and, indeed, helped to create0 a more complicit zeitgeist in order to emphasise female se:ualit" far more than its predecessor had been able, or willing, to do. Playboy also benefted from an America afuent as ne%er before Kevin McCarron is Re-der in Ameri.-n Li(er-(ure in (0e Dep-r(men( o1 Englis0 -n) Cre-(i2e Wri(ing4 ,ni2ersi(5 o1 Roe0-mp(on$ 6e is .urren(ly wri(ing - monogr-ph (i(led Savagery Usury: Narratives of Addiction$ Volume 2 · Issue 1 · Spring 2019 ISSN 2514-21 ! DOI# 10$24! %&bs$4! Dis(ribu(ed under CC *+ 4$0 ,K and in need of sophisticated guidance in how to spend that mone"1 Hines writes detailed and illuminating &hapters on such issues as “the literar" #ond*, “the consumer #ond*, and “#ond women* and is alwa"s tightl" focused on the rela. tionship between the #ond no%els and $lms and the ideologt and the marketing strategies of Playboy1 9he is, on the whole, more interested in economics than in politics, but then so are #ond and Playboy1 The magazine de%oted a lot of time to #ond, in all his manifestations, and was the $rst American publi&ation to print one of leming’s stories, “The Hilde. brand =arit"*, in March 1,?01 The book is full of interesting insights into 2ust how the #ond phenomenon and Playboy are connected@ although it was onl" re. all" e%er on the surface and almost entirel" in terms of male consumerism. Al. though Playboy was ne%er quite as super$cial and shallow as its numerous detrac. tors ha%e claimed o%er the decades +Hines notes the numerous, celebrated liter. ar" $gures who published work and submitted to inter%iews in the magazine0, Playboy did use #ond to sell: luggage, %odka, watches, gadgets, male grooming, es. peciall" razors and afer sha%e, clothes, e%en leisure and holida"s; although #ond himself in the no%els or in the $lms is rarel" described as being on holida" or e%en en2o"ing a weekend break, and ne%er an uninterrupted one. Playboy was particularl" interested in using #ond to promote the luxur" car market1 The %alue of #ond is summed up %er" well in a comment made b" an Aston Martin e:ecuti%e in 1,?3, following the release of Goldfnger: “the publicit" %alue of the #ond 7#3 has been greater than the amassed %alue of all the racing the &ompan" has done from the beginning” +,001 Playboy sold to men who could aford expen. si%e cars and watches and clothes +or certainl" aspired to0 because the" had no domesti& responsibilities. Playboy was, o%erall, hostile to marriage and #ond6s bachelor status was inseparable from his appeal for such readers; he satisfed the perennial male desire to en2o" sexual pleasure without an" emotional entangle. ment1 The inseparable commodi$cation of women suited the ethos of the maga. zine and there is an interesting intertextual photograph of Aeorge Lazenb" hold. ing up the ebruar" 1,?, Playboy centrefold from the $lm On Her Majesty’s Se ret Ser!i e +1,?,01 There is considerable iron" in the image as in this $lm, of course, the committed bachelor does actuall" marr", albeit onl" for a few id"llic hours. Hines quotes efecti%el" throughout from established #ond scholars such as Bames Chapman and Berem" #lack, #ond screenwriter =ichard Maibaum, and from a range of &ultural &ommentators such as #arbara Chrenreich and Dm. berto Eco, as well as from Playboy historian #ill Esgerb"1 There are, of course, di5erences between #ond and the implied reader of Playboy1 Although cartoons were a %er" important part of the magazine6s appeal Hines has little to sa" about 2 In(ern-(ion-l 8ourn-l o1 8-mes *on) Stu)ies · Volume 2 · Issue 1 · Spring 2019 them; sensibl", as #ond is %irtuall" de%oid of humour1 Playboy acti%el" encour. aged men to cook, if onl" on the grounds that it made sedu&ing women easier, but #ond has %er" little interest in actuall" cooking; he is almost entirel" a con. sumer of e:cellent food and wine. Hines notes that while Playboy was initiall" s"mpatheti& to the hippie mo%ement of the late 1,?0s, endorsing its rejection of bourgeois moralit", it e%entuall" 2oined #ond in its dismissal, e%en contempt, for long-haired radicals. The percei%ed dirtiness of the hippies and, 2ust as impor. tantl", their a%ersion to work rendered them unacceptable to the dedicated, well. groomed, alwa"s-showering #ond, as well as to the clean, sol%ent, hard.working Playboy reader1 Fhat Hines cannot reconcile +and nobod" could0 is the unbridgeable dis. tance between the pleasure-lo%ing, aspirational readers of Playboy and #ond6s ruthlessness and occasional cruelt"1 The “la%ish lifest"le* that Playboy admires so much in #ond6s life, and sells to its readers, is predicated on an ideologi&al posi. tion unimaginable to the readers of the magazine. #ond6s occasional hedonism is that of a man who can expect to be killed an" da" in the ser%ice of his countr"1 Carpe die# is an acceptable motto for #ond@ less so for aspirational consumers in the most afuent nation on earth1 Got onl" is #ond a killer, but he alwa"s works tirelessl", skillfull", and resourcefull" for something far greater than himself1 His relationship with > and with Cngland is impressi%el" uncomplicated@ #ond is a patriot and a puritan1 Dltimatel", though, both #ond and Playboy6s readers do share a respect for hard work and, cru&iall", for en2o"ing the fruits of that labour1 )n this sense, #ond has a great deal more in common with Americans than he does with the #ritish, and his enormous appeal there has as mu&h to do with this mutual work ethic as it does with the girls, the gadgets, and the guns. K$ M.C-rron · The Playboy and James Bond: 007, !an "leming and 9l-5'o5 #aga$ine, '5 Cl-ire 6ines :.