"I thought one day when I was washing dishes that men like to look at our bodies, and we like to look at their bodies, though it's not as well known," Helen Gurley Brown told me by phone that year, when she was 86, for a story I wrote on the ad campaign in Women's Wear Daily. When I half-jokingly tacked it up, first on my cubicle wall and then on my apartment fridge, reactions were somewhere between horror and sexual fascination, or a mix of both. All this, among the highly waxed and toned female flesh of the 2007 Sports Illustrated swimsuit edition. The Cosmopolitan centerfold commissioned by Helen Gurley Brown in 1972 had been reborn as a gatefold ad for DirecTV (sans cigarette). I gasped when I saw it: Burt Reynolds, all careless lean muscle, his chest only slightly less thickly grown than the bear rug on which he languidly stretched.
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