There's no way to put this euphemistically: Those jeans make your ass look ginormous. There, I said it. And while it's OK for me—my friend's crying in the corner now, but never mind that—it's totally crass for marketers to use real-world terms to describe people's butts and the denim covering them. At least, that's what The Wall Street Journal suggests in a starchy story that goes so far as to try to get a spark out of the Parent's Television Council. (The PTC, uncharacteristically, didn't really take the bait.) Gap, Levi's and Lee Jeans are all using terms like booty, ass and butt in their current ads, and the Journal considers it crude. Tsk, tsk. What's the alternative—in the 21st century, that is? Backside? Behind? Rear end? Rump? Ridiculous! Someone needs to remove the stick from its derriere.