LARA CROFT, adventurer and archaeologist, flees through an underground cav-ern from a pack of pursuing dogs, only to find her way blocked by a chasm. Cornered, she reaches over her shoulder into her back- pack, retrieves an orange bottle, and drinks its contents. Revitalised, she gives the dogs the slip and sprints to safety.
So runs the latest British television commercial for Lucozade, a soft drink. Ms Croft,
the energetic computer-generated heroine of the “Tomb Raider” games, was the obvious
Lara uplifted
person to star in it. But if a character from a computer game can appear in an advertisement, what about the other way around? Why not put ads in computer games?
THE ECONOMIST JULY 24TH 1999
“the energetic computer-generated heroine” (line 11) means