Word: added
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Dates: during 1980-1989
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...design principles. As part of that studied approach, Lauren prefers lavish magazine spreads to television commercials, which he views as too fleeting to impart his message. "Ralph has some of the best advertising in the business because it sets a mood, it evokes a life-style," says an ad director for a major fashion magazine...
...much to promote just one of his products, Obsession perfume. The difference in selective vs. saturation campaigning is partly explained by the fact that the competing designers have each staked out an individual theme: status vs. sex. Klein's dominance of the sexual sell began with his blue-jeans ads in 1980, which featured a pubescent Brooke Shields uttering, "You know what comes between me and my Calvins? Nothing!" His current magazine ad for Obsession depicts a young man nuzzling a bare-breasted female. By contrast, Lauren's most ambitious effort was a magisterial 18-page section...
Lauren achieved something of pop-star status during the 1970s. It started after he began displaying his engaging smile in advertisements in 1974, when Saks Fifth Avenue asked him to appear in a print ad for the store's Polo boutique. Lauren, 5 ft. 5 or so, projected considerable well-tanned sex appeal. In the same year he designed the male wardrobe for the opulent remake of The Great Gatsby, which starred Robert Redford. In 1977 Lauren's creations attracted a further celebrity following when Diane Keaton adopted them in a layered, tomboyish look for Woody Allen's Annie Hall...
Nonetheless, the ad will air this week on 150 independent stations across the country. The spot, says W.R. Grace Spokesman Christopher Tofalli, is "done in good taste on an important issue." That's just the problem, says NBC Vice President Rick Gitter: "It's so well done. It expresses a view that budget cuts are a moral imperative." Which was exactly the point. J. Peter Grace, the company chairman, served as head of President Reagan's Commission on Waste and Inefficiency in Government...
...been having its financial troubles of late. Profits for the Broadcast Group fell nearly 12% in 1985 from the previous year, and the outlook for 1986 is equally dim. With CBS-TV's weakening ratings and an industry-wide slump in ad revenues, company officials have projected a "substantial reduction in network profits" for the second half of this year...