WAGS, Cagoles, Cougars & Chavs

Cagole – tart or hussy. More affectionately this term is used to describe a certain ‘breed’ of women from Marseille who are fast talking, never lost for words, like sunbathing and are afraid of nothing. They are known to be cheerful, brave and all conquering, not to mention overly tanned and foul-mouthed. Sociologists believe these women are the result of an overtly male dominated world and feel the need to over-compensate and not be bullied by machismo. They are now running a Miss Cagole 2010 in Paris!
Male version – Cacou
Chav – is a stereotypical rough young person in the United Kingdom. The typical “chav” is said to be an aggressive teenager, typically unemployed or of white working class background who repeatedly engages in anti-social behaviour, such as street drinking, drug abuse and rowdiness, or other forms of juvenile delinquency.
Burberry is a clothing company whose products became associated with the “chav” stereotype. Burberry’s appeal to “chav” fashion sense is a sociological example of prole drift, where an up-market product begins to be consumed en masse by a lower socio-economic group. Burberry has argued that the brand’s popular association with “chav” fashion sense is linked to counterfeit versions of the clothing. “They’re yesterday’s news”, stated Stacey Cartwright, the CEO of Burberry. “It was mostly counterfeit, and Britain accounts for less than 10% of our sales anyway.”
The company has taken a number of steps to distance itself from the stereotype. It ceased production of its own branded baseball cap in 2004 and has scaled back the use of its trademarked checkered/tartan design to such an extent that it now only appears on the inner linings and other very low-key positions of their clothing. It has also taken legal action against high-profile infringements of the brand. In August 2006, a company introducing tuk-tuk vehicles into the south coast city of Brighton, England named one the “Chavrolet”, which had it painted in the distinctive Burberry tartan. However, the company soon had to withdraw this vehicle when Burberry threatened proceedings for breach of copyright.
As a note, heaps of Thailand cabs have fake Burberry seat linings covered in plastic. Always make me think of these Chavs.
Cougar – Older woman, usually divorced with grown up children, who pray on younger men. Think Madonna, Kylie Minogue, Reese Witherspoon, the series “Cougar Town’ starting Courtney Arquette as the 40-something divorcee looking for love in all the young places…
WAG – Originally a term for the Wives and Girlfriends of high profile British football players. Now the term has broadened in its usage where any woman who marries a high profile sports or movie star is referred to as a WAG. Even Melania, the Russian who married Donald Trump could be referred to as a WAG. They are always tanned, sometimes a hue of orange (think Paris Hilton and Coleen Rooney) from too many self tan sessions, wear huge sunglasses which cover their eyebrows, carry small pocket-pets with names like ‘Diva’ and ‘Tinks’ and use the word ‘cute’ to describe everything.


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