MANILA, Philippines?In the delightfully hilarious yet sad Broadway musical, ?Gypsy,? a group of burlesque dancers demonstrates a performer?s need for a gimmick to succeed in their seedy world. Because of the fierce competition in show biz, even superstars resort to attention-calling gimmickry to make a dent in the public?s fickle consciousness.

From Day One, Hollywood was aware of that need. For example, it didn?t think the public would accept a star with a name as simple as Roy?so it was changed to Rock (Hudson).

Star wannabes who wanted to make it big changed their plebian names to stellar-sounding aliases?so, we had a Tab (Hunter), a Troy (Donahue), as well as many other names that inferred the class and status of a Rudolf Valentino.

Tinseltown?s starlets also had to have the Hollywood ?look?: Promising males had profiles that could compete with John Barrymore?s, while female starlets needed to have ample breasts like Mae West?s.

These days, plastic surgery that enhances stars? looks is common. A few ribs can even be discarded to have a smaller waistline?ask Raquel Welch.

Rare are beauties with perfect features and whistle-bait figures, like Ava Gardner, Elizabeth Taylor and Arlene Dahl. Even the statuesque Jamie Lee Curtis suffers in comparison to her mom, ?Psycho?s? Janet Leigh. She, Jan Sterling and dancer Mitzi Gaynor had the shapeliest bodies in the 1950s. And, there was Marilyn Monroe, the undisputed sexpot of that period!

Scandal

A Sao Paolo television channel recently reported a scandal caused by a local model who, in a publicity stunt, besported herself nude on a Peruvian flag while astride a horse. In another pose, she used the national emblem like a towel to cover herself?and she did this in time for the commemoration of her country?s independence!

Among today?s top celebrities, the most gimmicky has got to be Madonna?whose real name isn?t even Madonna! The fiercely imaginative singer-dancer imitated one of Monroe?s most famous musical numbers in ?Gentlemen Prefer Blondes,? and shocked Catholics when she used crucifixes in her steamy music videos.

Local entertainers are not beyond ?manufacturing? their own gimmicks, either. Some of them sell themselves as mahaderas who pick fights for effect, which always lead to talk-show guestings. They keep the public interested because of the controversies and ?revelations? they create!

Gimmicks would be nonexistent if there were no market for them. But, media and some show biz personalities seem to thrive on them. So, what can the public do to discourage this practice? Ignore both the gimmicks and their creators! After all, they don?t help improve the economy?that?s for sure!