Claire Hines
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The consumer bond
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The most obvious connection between James Bond and Playboy is the lifestyle that can be contextualised within the ascendance of male consumerism in 1960s Britain and America. This chapter sets out to discuss some illustrative examples of the connection between James Bond and Playboy in the decade and a half after they were created, especially in terms of consumer preferences, style and taste. The playboy ideal was inseparable from consumerism and commodity consumption, where consumerism and attention to the details of high-tech gadgetry, dining, drinking, travel, fashion and appearance were the means to attain elements of the fantasy lifestyle portrayed by the likes of Playboy and Bond. Additionally, in anticipation of the release of You Only Live Twice, a later version of this advert carried a note that Sean Connery was starring in the upcoming fifth Bond film.

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The playboy and James Bond

007, Ian Fleming and Playboy magazine

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