Word: admen
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Dates: during 1950-1959
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...contest. Later he did the typography for International Correspondence Schools' books, began writing for printing-trade journals and teaching typography at New York University. In New York he also worked as a type expert for ad agencies, wrote The Typography of Advertisements That Pay (still a bible to admen), and opened his own office designing ads, catalogues, wrappers, etc. He struck pay dirt with his first big newspaper job in 1936, when he redesigned the Los Angeles Times. The next year the paper won newspaperdom's "Oscar," the annual F. W. Ayer prize for the best-dressed paper...
Nothing makes U.S. admen wince more than the huckster label which Adman-Novelist Frederic Wakeman hung on them like an albatross six years ago. Even Tide, an advertising trade paper, has often used the term. But in a recent editorial, Tide said it was doing its best to strike the offending word from its copy, sermonized that admen should help banish the term by not acting like hucksters...
Calico Touch. The successful announcer needs more than a voice and a passable appearance. He must be what the admen call "sincere." This means that his devotion to the product he is selling rivals the dedication of an old-style Japanese samurai to his Emperor. Stark is everywhere conceded to bring the "utmost in sincerity" to his commercials. Says NBC Vice President Ted Cott: "He's got the real calico touch." According to CBS's James Sirmons, when a TV director wants super-sincerity in a commercial, he tells the announcer: "Give it the Dick Stark treatment...
Miss Warren called Manhattan's J. Walter Thompson Co. to tell them the news and ask them to cancel the ad. Reaching for a dram of old popskull, the admen said it was impossible. The pages in the magazines in which it was running had gone to press, and the ad could not be killed. As it blossomed out in magazines this week, Miss Warren took everything in the proper spirit. Said she: "I'm still going to go right on using Pond...
Last week Borden admen decided that Elsie had done her job. Having made the Borden name a household word, she will be moved into the back of the admen's stable. In ads henceforth, Elsie, her husband Elmer, daughter Beulah and son Beauregard will play second fiddle to Borden's 210 consumer products. But Elsie will stay on as Borden's trademark, all dolled up in a new garland of daisies...