Word: admen
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...agency stationery, was "Reaching for the Stars." In 25 countries around the world, the agency's reception rooms always had big bowls of red apples-a small, folksy offering for all visitors. The unpretentiousness of Burnett's work may have provoked the scorn of some young admen, yet many in the agency field contend that his influence was a major force for reasonableness in advertising. Says veteran Adman Emerson Foote: "If there were more people like Leo, there would be no antiadvertising movement today...
...admen often tout their clients' products with such boasts as "lowest priced in its field," "recommended by more physicians," or "three times longer-wearing." Last week the Federal Trade Commission moved to check the claims. Prodded by Ralph Nader and other consumer advocates, the FTC decided that it will issue periodic orders to companies to submit proof of their ad pitches relating to safety, performance, efficiency, quality and comparative prices. The first orders are expected to go to auto companies, probably within three months, and the FTC later will focus on other big advertisers, industry by industry...
...continue to wink at what it calls "traditionally accepted puffery"-for example, a manufacturer claiming that its product "tastes great!" But any advertiser who makes factually inaccurate or misleading claims will risk an FTC complaint order as well as bad publicity. The commission will make its findings public, and admen foresee many legal battles over FTC interpretations of truth and deception...
...nothing else, admen and their increasingly vocal critics agree on one thing: the need to upgrade the methods of mass persuasion that sell the nation's products. Powerful critics in and out of Government are bent on forcing tough reforms. The Federal Trade Commission in particular has been working inventively to root out deceptive ads. In a variety of actions it has challenged some advertising of giant companies including Coca-Cola, ITT, Continental Baking, Standard Oil of California, Du Pont, Mattel and MacDonald's hamburger chain. In response, ad agencies and their clients are now taking their most...
...Bible translation equivalent to that produced by King James' bench of learned men. They wrote when English was young, vital and untutored. English in 1971 is an old, overworked language, freshened sporadically only by foreign borrowings or the flickering, vulgar piquancy of slang. All of us-from the admen with their jingles to the tin-eared scholars with their jargon-are victims as well as victimizers of the language we have inherited...