As with all his adaptations, he subverts the text to concentrate on the heroine Gwendolen, who he turns into a vapid but stroppy travesty of a modern woman, instead of allowing the original plot to speak for itself.

BBC: Doctor Zhivago and Daniel Deronda: Your views

You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything.

FORBES: True or False: 'The Consumer Isn't A Moron; She Is Your Wife'

They disapprove of the vapid notion that spending more on a soft drink or ice cream can bring happiness or social cachet.

ECONOMIST: Brands