James Bond can be seen as an archetype of suave and sophistication. He sums up the phrase “men want to be him and women want to be with him,” and companies will spend literally millions to see their product next to his face. Yet dig a little deeper, and we find a lot of his behaviour does not necessarily fit this mode. To study languages at Oxford (as hinted at in Tomorrow Never Dies) is not exactly seen as being "cool". His constant idolisation of Britain gets a little sickly; can you even imagine if you saw someone with a Union Jack parachute? Gadgets, poker, classics cars. It's all starting to sound a little home-knitted Ferrari jumpers, or at absolute best, Nuts magazine. Now not for a second am I dismissing academia. There is also nothing wrong with being proud of your country. However, there is something wrong here. Bond looks too perfect, with the crucial factors to achieving anything in this life; dedication and hard work. Because it’s hard to get a degree at Oxford. It’s hard to get good at poker. Martial arts and sharp shooting take years, if not lifetimes to master. Although his liver damage suggests a party animal, I can’t help feeling had I been at University with Bond that he wouldn’t have joined in at sports night down Oceania. Of course, Bond is a fictional character, and any mistakes in his persona can be explained as such. The sheer number of times physics alone should have killed him means we can never look too deep into his character. But what is more telling is that how Bond adds these character traits as they become relevant to the story. What this means is that “Bond” can be packaged either by the franchise itself, or by companies selling similar products. The best example is the poker scene in the remake of Casino Royale. The line between the film cashing in on the Texas Hold Em craze of the time, and gambling companies vamping up their product is extremely blurred. However, the consequence is the same - being like Bond is an achievable goal. Of course all these businesses are trying to make money like every other company in the world, but the issue here is selling the image without the consequences. You can sign up to an online poker website in the time it takes to read this article, but it will take years before you could make a living off it. Anyone can buy champagne, but to earn enough to afford it is a very different matter. So the good news is we can all be like Bond. This can either be a superficial likeness, with designer clothes, poker chips and cheap sparkling wine in the fridge. Or we can achieve academic excellence, become skilled in the craft of our choice, and work hard to purchase the things we truly want. So it seems the only way to truly be as cool as Bond is to be a nerd. For good or bad, this is the inevitable consequence of real economics and fictional ideals.