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 marketing included floats showing Bảo Đại in parades through Saigon, with the leader depicted carrying bags of money, playing cards, and holding naked women and bottles of cognac. This reflected the president’s reputation for wealth, gambling, and sexual behavior.