Word: brite
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Dates: during 1970-1979
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...campaign has enlisted doctors, professors, lawyers, businessmen and bankers. Themes have included a mustachioed, sombreroed Mexican against an orange background (Ole Tequila), a red baron flying high in a blue sky (Seagram's Gin) and a hearts-and-cupids background emblazoned HOW'S YOUR LOVE LIFE? (Ultra-Brite toothpaste). Owners of Lincolns and Cadillacs have tried to enroll their cars, but to no avail. This form of beetlemania is for Volkses only...
Daley didn't become so powerful or win a 730,000 vote plurality by flashing his Ultra-Brite teeth or by claiming virility and experience as his major assets. Daley is strong because the Cook County Democratic organization (more commonly referred to as the "machine") functions so smoothly. But machines break down without fuel, and that fuel is patronage and other material inducements...
Disadvantaged Minority. Miss Cadwell had a research group choose 607 women at random and ask one question: "What TV advertisement can you recall that you find particularly demeaning or objectionable?" Most-resented ads were for Right Guard deodorant, Axion presoak and Ultra Brite toothpaste. Right Guard's commercials show two families sharing the same medicine cabinet, and that, as Miss Cadwell sees it, belittles family life and offends women in their roles as wives and mothers. Women resent Arthur Godfrey's pitch for Axion, she believes, because it talks down to them. As for Ultra Brite...