Diệm's advertising included the parading of giant pageant-style floats of Bảo Đại through the streets of Saigon, depicted with bags of money on his shoulders, a deck of cards in his hands, and with naked blonde women and bottles of cognac in his arms. This was a reference to the head of state's reputation for opulence, gambling and womanising.
Diệm's advertising featured large floats in Saigon parades, showcasing Bảo Đại with bags of money on his shoulders, a deck of cards in his hands, and naked blonde women and bottles of cognac in his arms. This reflected the president’s reputation for wealth, gambling, and womanizing.