We see advertising actually creating and naming taboos. The most famous, B.O. and Halitosis, are archaeological specimens from an age which we might fix as either Late Iron Tonic or Early Soap.... Bad breath and body odor have always existed, of course, but as individual matters. To transfer them from personal idiosyncrasies into tribal taboos is a magicianly trick indeed.

"The Gilded Bough: Magic and Advertising," in The Human Dialogue: Perspectives on Communication (1967), p. 366.