Word: alka
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Dates: during 1960-1969
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...Swope is a movie that literally disintegrates as you watch it-like Alka Seltzer. It defies all systems by not explaining its plot, its jokes or its characters. Most of the people in it are not only new to movies but new to acting...
...what about the influence of commercials? They teach, says Hayakawa, "that there is an instant, simple solution to all problems. Acid indigestion can be relieved with Alka-Seltzer; unpopularity can be overcome by using Ban; feelings of sexual inadequacy can be banished by buying a new Mustang, which will transform you into an instant Casanova." Even TV documentaries, "offer neat wrap-ups of complex events." Yet, "the world makes all sorts of demands the television set never told you about, such as study, patience, hard work, and a long apprenticeship in a trade or profession, before you may enjoy what...
Lovable Tummy. One of the first breakthroughs in uncommercial making came in 1964 in a new Alka-Seltzer series. For years, "Speedy Alka-Seltzer," the cartoon imp with a tablet for a hat, insulted audiences by pushing the fizz as though he were conducting a Romper Room class. Then the Jack Tinker agency took over the account and decided to try for a touch of wit and realism: a film showing nothing more than a quick succession of people's midriffs being prodded and pushed, or just merrily jouncing along. The message was: "No matter what shape your stomach...
Along with Alka-Seltzer, Volkswagen, Avis, and Chun King chow mein pointed the way. If critics were to categorize commercials in the manner of plays or films (and why not?), they would find a variety of styles and sub-styles. For a start, one can discern...
...company sold 105,000 youth air-fare identification cards for American Airlines-and kept $2 of the $3 price of each card for its effort. To help manufacturers boost sales of everyday products, N.S.M.C. "reps" place soft-sell posters on strategically located bulletin boards. In one such campaign, Alka-Seltzer offered to send a "cramming pillow-it allows you to cram effortlessly until the wee hours" to anybody who sent...