Word: bartonized
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...When you're through changing, you're through," Bruce Barton once said. There was one thing about Barton himself that never changed - his faith in spunk, selfhelp, salesmanship, sloganeering, America. That faith, given wide circulation through his uplift books, his catchy advertising copy, and his cheer fully uncomplicated politics, made Barton, son of a circuit-riding Tennessee preacher, one of the great evangelists of his day. From World War I until last week, when he died in Manhattan at 80, he remained an unspoiled and influential American optimist...
...knew elegance of diction wasn't my long suit; it was having something to say and saying it with all the punch you could put into it," he remarked in 1925. As a founding member of Batten, Barton, Durstine & Osborn, now the nation's third largest advertising agency ($294.6 million in 1966 billings) after J. Walter Thompson and Young & Rubicam, he said his piece with punch for such corporations as U.S. Steel and General Electric. In the process, he set a Madison Avenue fashion for spare and peppy prose. For Forest Lawn cemetery, he invented the phrase FIRST...
...Sissified Lamb. Hard work and evangelism came readily to Barton. His father, an itinerant Congregationalist preacher before settling in an Oak Park, Ill, parish, raised his five children on the King James Bible. At 9, Barton was out delivering newspapers. He worked his way through Amherst by selling pots and pans, graduated in the midst of the 1907 panic and eventually turned to magazine writing and editing. A prolific contributor to such periodicals as Redbook and McCall's, he specialized in inspirational articles that were scorned by critics as simplistic pap but had enormous popular appeal...
Most famous of his works was his book-length 1925 study of Jesus Christ, The Man Nobody Knows. Upset that Sunday school teachers often reduced Jesus to a "sissified Mary's little lamb," Barton set out to prove that, in truth, he was a real get-up-and-go type. "He was the most popular dinner guest in Jerusalem," wrote Barton. "A failure! He picked twelve men from the bottom ranks of business and forged them into an organization that conquered the world." The Man topped the bestseller list for two years, inspired Barton to produce He Upset...
...report was entitled The Negro Family: The Case for National Action. It was written by me (I was then Assistant Secretary of Labor for Policy Planning and Research), with the assistance of Paul Barton and Ellen Broderick of the Policy Planning Staff. It was an internal document entirely: intended for the Secretary of Labor, the President, and the members of their staffs who would accept or reject its proposals and implications. A hundred copies were produced, but with on expectation of using even that few. The objectives of the report were twofold. First: to argue the need for seizing...