She's an airline hostess, with the conventional beauty of the type. Above an open and smiling face the copy reads: “Lindsay MacGowan's grandfather came from Glasgow. Her grandmother came from Dublin. She wants to fly you home with her to Argentina.”

Lindsay and two of her compatriots were featured in an advertising campaign for Aerolineas Argentinas late last year. Their purpose was to persuade American readers of Business Week that Argentina and its national airline are European, which presumably suggests efficiency and, as the ad puts it, customer treatment that is “Stylish and rather grand,” not South American, which suggests the opposite.