He had to have a good reason. It was yet another thing he didn't fully share with me. "I do trust you. Of course I do. I'll keep my distance." "Thank you." Catching me by the waist, he lifted me off the counter and set me on my feet. "Let's grab Cary and get the hell out of here." We made our way back outside with my hand in his. I was uncomfortably aware that we'd been gone a very long time. The sun was going down. And I was panty-less. My ruined boy shorts were presently stuffed into the front pocket of Gideon's jeans. He glanced at me as we entered the marquee. "I should've told you before. You look gorgeous, Eva. That dress is amazing on you and so are those fuck-me red heels." "Well, clearly they work." I bumped my shoulder into him. "Thank you." "For the compliment? Or the fucking?" "Hush," I admonished, flushing.
peatedly associated with good prices in the shoppers' pasts. Consequently, any product connected to a SALE sign becomes automatically evaluated more favor- ably (Naylor et aI., 2006). The linking of celebrities to products is another way advertisers cash in on the association principle. Professional athletes are paid to connect themselves to things that can be directly relevant to their roles (sports shoes, tennis racquets, golf balls) or wholly irrelevant (soft drinks, popcorn poppers, panty hose). The im- portant thing for the advertiser is to establish the connection; it doesn't have to be a logical one, just a positive one. What does Tiger Woods really know about Buicks after all? Of course, popular entertainers provide another form of desirability that man- ufacturers have always paid dearly to tie to their goods. Recently, politicians have recognized the ability of a celebrity linkage to sway voters. Presidential candidates
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