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PRINT March 1989

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GUESS? ARRIVED IN 1982. It meant question marks on the butts of blue jeans and supporting propaganda in the magazines: full pages of black and white photography of beautiful young women, women in denim or deshabille, sometimes ac-companied by men of various ages. They were portrayed as odalisques, wantons, ingenues, muses, sexual ecstatics. They were shown akimbo, cavorting, smoldering, pouting, rapt, prone, writhing, kneeling, going, coming. There were no words, there was no copy, no message, just Guess?

Since then Guess? pages have appeared in about 60 magazines. With their copyless format and their editorial look and their uniform esthetic and above all their multiple-page insertions, Guess? created magazines within magazines, inserts of vision, a sort of benign publication parasite. Guess? was into multiple-page insertions from the beginning: four-, five-, six-page spreads were nothing

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