Word: brite
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Dates: during 1960-1969
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...BRITE AND FAIR by Henry A. Shute. 286 pages. Noone House...
...Your cover story brings to mind an incident I recently encountered on a bus. A girl no older than four or five, singing away very spiritedly: "... a taste you can really feel; new Ultra Brite gives your mouth sex appeal...
...Palmolive achieved record sales ($275 million) and earnings that, at $9.3 million, were 8% above last year's quarter. Significantly, for a company that pulls in 55% of its profits abroad, most of the current, increase was earned at home, where massively advertised new products such as Ultra Brite toothpaste ("gives your mouth sex appeal") have been shining successes...
...SURREALISM. This is usually mixed with metaphors come to life: the real dove that turns into a bottle of Dove liquid soap, the Ultra Brite girl who brands strangers with long-distance kisses. There is also an element of "I can do anything you can do" worse. Thus when Aerowax ricochets machine-gun bullets off its "jet-age plastic," another brand looses a stampede of elephants to trample over its "protective shield." The surrealistic approach often has a certain childish charm at first, but with repetition it quickly palls...