The eyepatch injects the magic element of ‘story appeal.’ The model was Baron Wrangell, who had a habit of swaying in front of the camera, so that we had to strap him to an iron pipe. 11 My brother Francis once asked a Cockney editor of the Daily Mirror (London) what kind of photographs most interested his readers. He answered, ‘Babies with an ’eart-throb, animals with an ’eart-throb, and what you might call sex.’ This is still true today. 12 When I worked for Dr. Gallup, I noticed that moviegoers were more interested in actors of their own sex than actors of the opposite sex. People want to see movie stars with whom they can identify. The same force is at work in advertisements. When you use a photograph of a woman, men ignore your advertisement.