The idea was women on boats. Lifeline Cruises pitched itself to women seeking adventure, whether a daylong adventure in the waters of the San Francisco Bay or a twelve-day adventure from San Francisco to Alaska and back. Passengers did not have to be survivors of breast cancer or domestic abuse, nor was any of the profit of Lifeline Cruises given to such causes, but the language of its radio ads, slippery and clear, managed to convey that this might be so. 'Empowerment' was one of the words. It's daylong cruise boat was named The Wild Lady, from a poem by Emily Dickinson that Lifeline Cruises had made up. Tote bags sold on board broadcast the words of the ad—
The wild lady may seem—
adrift to those who cannot dream—
but within her uncharted wand'ring eyes—
a heart beats healthy, strong and wise!
—and below this were the words 'Emily Dickinson.
— Daniel Handler
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