Word: catchier
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Every year scores of new drugs are launched on the American market. Most of them are variations on an existing medicine; the greatest distinction of the newcomer usually is a catchier name. Of the 96 drugs approved last year, only three were judged by the FDA to represent important therapeutic gains. As a result, to push their sometimes unneeded new products, drug companies pour their energy and money into advertising and promotion. Last year $215 million worth of advertisements were placed in the 150 leading medical journals, and that represents only the smallest part of the typical drug promotion campaign...
...runs right under his house in Hollister, Calif, (pop. 11,430), 85 miles south of San Francisco. The local Chamber of Cornmerce likes to stress the area's lush walnut and apricot groves, burgeoning industrial base and commuting proximity to "Silicone Valley." But some Hollister boosters have a catchier slogan for their community: THE EARTHQUAKE CAPITAL OF THE WORLD. Indeed, the San Andreas fault, largest of the 32 active and inactive incisions in San Benito County, stretches out its tightened muscles several times a day, sending shudders through the sandstone and loamy soil. Most of the temblors are minor...
...Vorster Library: Two syllables are catchier than three. Despite obvious hurdles, this name has promise. Like an effigy, it stands as an object of political antipathy. Such a symbol could stir students of politics to new heights of democratic dissent. Politicians are doomed to forget; the wrath and indignation inspired by a Vorster library would soon cool. In time, "Vorster" might reel off the tongue provoking as little thought of genocide as, say, "Custer...
...indeed the second act of Cardinal Knowledge gets better. For one thing, it's shorter than the first act. For another the numbers are much catchier. The music by Paris K.C. Barklay is peppy, sweet and unashamedly derivative. One nice number called "Heaven Would Be Hell Without You" has phrases astonishingly like Jerome Kern's "Can't Help Loving That Man of Mine," and Leonard Bernstein could claim at least a one per cent royalty. But the best music is Barklay's own and sprightly. The lyrics rise and dip, more to Appalachian than Olympic heights and similarly...
...worth of advertising brings a return of $1.80 (though Senator George McGovern got $475,000 for his $70,000 investment in an anti-war TV appeal). The basic theme: "You don't have to wait until 1972 to vote against Richard Nixon." Things could get a bit catchier-perhaps DEMOCRATS GIVE YOUR LAND SEX APPEAL Or IS IT TRUE THAT DEMOCRATS HAVE MORE...