The problem with being a folk hero is that your public image has to be clear and simple.

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Whatever you think of the rubber-faced funnyman, hard-boiled sax-noodling anti-hero is unlikely to be the first image that comes to mind.

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He slew the image of the unrelentingly macho sport hero and emerged heroically as the world's first all-purpose celebrity athlete.

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Clicking that image, which Apple titled "hero, " leads to a page with a company statement and an e-mail address for sending condolences.

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Fiscal stimulus has become so politicized and criticized by the public that there will not be any more significant boost from image-conscious politicians, and Bernanke has been trying to be the hero on his own.

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But unlike the previous poster, where our hero is about to attack two White Apes with a giant chain, this poster is a quiet image.

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When Fleming's first Bond novel, Casino Royale, was published in 1953 by Jonathan Cape, it inaugurated a tradition for the spy hero: individualistic, unconcerned with class and handy with a deadly weapon, within a society that would attach this image to many sides of what we know as the Cold War.

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