Word: adman
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Dates: during 1940-1949
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...Adman Bruce Barton (Batten, Barton, Durstine & Osborn) knows just how he sells products and ideas: "Say it simply, say it over & over, say it in one-syllable words." He rates the Lord's Prayer, the 23rd Psalm and the Gettysburg Address as triumphs of simplicity and brevity: each contains fewer than 500 words, mostly of one and two syllables. Last week Adman Barton was getting ready to turn out a new weekly column of personal and social comment for Hearst's King Features. It will be written in no more than 500 words, mostly...
...They spoke in euphemisms, wrapped like cotton around the harsh facts of life, and invented dread new diseases (B.O., Office Hips, Halitosis). They found that endorsements by real people, from tobacco auctioneers to movie stars, were astoundingly successful sales plugs. ("Fifty million women a week see movies," explained one adman. "They see these dames always get their man, so they want to use Lux soap...
...about half of them Irish "colleens" duly elected each year by beer drinkers. (Current Miss Rheingold: pert Pat McElroy.) In its battle with Coca-Cola, Pepsi-Cola plans to count heavily on the new television Pepsi-Cola Girl, Louise Hyde, a 24-year-old Chattanooga belle of whom one adman said hopefully: "She just makes you feel thirsty...
...edited Glamour for almost two years, then did a stint on Liberty and Look before she joined Seventeen, which her old friend Helen Valentine was running. Since then Mrs. Thompson has commuted to Manhattan every day with her adman husband, John Beaton (twice-married Alice Thompson uses her first husband's name in business) from their ten-room farmhouse in Fairfield, Conn. At home, Mrs. Thompson does much of her work and at home she often finds out exactly what her readers want to hear about. Her daughter, Judy, is just...
...When the sales of Willys-Overland Motors, Inc. began to slip recently, Chairman-President James D. Mooney and Adman Ward M. Canaday, a top Willys stockholder, could not agree on what to do about it. Last week Mooney moved out as president, but stayed on as chairman. Canaday began shopping for another president. A likely candidate: ex-President Charles E. Sorensen, whom Canaday had kicked upstairs to vice chairman when Mooney came in three years ago. Thanks to an airtight contract from Canaday, Sorensen draws $1,000 a week for the next five years whether he does anything...