"For me it's not a matter of playing again for Pakistan, its a matter of cleaning my image and for that I will fight till the last, " Malik said.

BBC: Malik will fight on

The issue of expectations is unavoidable since the film's marketing campaign, like the early passages of the film itself, suggests a feminist fable of a young warrior going off to fight her own battles thus the iconic poster image of the heroine alone in a forest, bow and arrow at the ready.

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To fight against his inferiority, Obuchi had to have his own image.

CNN: ASIANOW - TIME Asia

"We really have to fight this threat to our sport, because it has a big image and perception problem, " he said.

BBC: CHOOSE A SPORT

Thursday's announcement promises to change the image of battlefields around the world, as debate rages on whether women can fight like men.

WSJ: Women in combat face doubts over emotions, ability

What image could ever capture the tragedy of cancer, but also the hope needed to fight it?

FORBES: A Glimpse of Reality: David Jay's SCAR Project

This has left the industry in an awkward position: it needs more government money to fight the disease, but kicking up a fuss about it sours milk's wholesome image.

ECONOMIST: Another cow disease with a possible link to humans