Wednesday’s Child: Product Placement
In the 1975 Soviet film classic An Irony of Fate, or Did you Have a Nice Bath, two principal characters exchange New Year’s gifts. The man gives his fiancée a bottle of “French perfume,” while she presents him with another contraband import, an electric shaver “with the floating heads.” The exchange was not meant to condone black marketeering or to condemn conspicuous consumption, as the epoch to which the film belonged had been a continuation of Khrushchev’s “thaw.” It was meant to show that the characters’ extravagance is lovingly reciprocal.



