Word: adman
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Dates: during 1960-1969
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When they get the heft of the tools, Teacher De Long's students move on to consider emotions. "What is this writer doing with these words?" she asks, and the writer may be a True Story fictioneer or the adman who coined the phrase, "Ocean-Combed Percales" ("Can the ocean comb anything?"). If the writer is Shakespeare, she wants to know precisely and specifically how the reader is made to feel, for instance, the evil in Lady Macbeth. If the writer is a student, she wants him to say precisely what he feels. "Everything goes back to this general...
...there is the case of a pretty, sophisticated girl in suburban Scarsdale, N.Y., whose adman father ($30,000 a year) can afford to send her anywhere. He already has-to Britain, France, Italy-but she has never been west of Ohio. She writes well and hopes to be a magazine editor, but her math and science marks hover at C. Against stiff competition, she might barely get into an Eastern woman's college. But why not Northwestern, California's Mills College, or even the University of Hawaii? For her, each would offer much...
...week in a 30-page report entitled Education and Freedom's Future. Mixing a facts-and-figures look at America's schooling needs with political sallies suitable for 1960 platform use, the report is the work of a committee headed by William Benton,* onetime Senator from Connecticut, adman (Benton & Bowles), vice president of the University of Chicago (1937-45), publisher (1942-45) of the Encyclopaedia Britannica. The report's recommendation: federal expenditures for education of $1 billion a year at once, rising in four "stages" to $3 billion or $4 billion a year...