Walking past a shop with fashionable men’s clothing, I noticed a Boss ad in the window. It showed a handsome fellow leaning against a speaker’s podium bristling with microphones and staring into a whole bunch of long camera lenses trained upon him. “Boss,” the ad blares. That is the only text accompanying the image. The male model chosen for the ad is quite obviously neither bright nor tough enough to be in that picture—that is, to be boss. At first I thought this was a problem with the ad, but then I realized its intention was to attract dull and weak fellows who aspire to a higher status in society rather than real bosses. Statistically, at least, the ad makes a great deal of sense.