LONDON — Judging from this year’s performances, Lolo Jones seems to have only a slim chance of winning an Olympic medal in the 100-meter hurdles and almost no possibility of winning gold.

Still, Jones has received far greater publicity than any other American track and field athlete competing in the London Games. This was based not on achievement but on her exotic beauty and on a sad and cynical marketing campaign. Essentially, Jones has decided she will be whatever anyone wants her to be — vixen, virgin, victim — to draw attention to herself and the many products she endorses.