Word: evan
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Dates: during 1940-1949
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Like so many research triumphs, this one had been almost an accident. Thirteen years ago a London, Ont. obstetrician named Evan Vere Shute became interested in vitamin E, whose natural sources are in whole grain; he had a hunch that it produced a salutary effect on heart and blood vessels. When a fellow member of his church-his only male patient-complained of tremendous heart pains, Shute put him experimentally on cold, pressed wheat-germ oil. For three months he got relief. When both patient and doctor ran out of funds, the treatment was abandoned...
...Evan Shute did not forget it. Last summer, when a colleague asked him to suggest a research project for a bright young medical student, Floyd Skelton, Shute suggested tests for the effectiveness of vitamin E against hemorrhage. At the University of Western Ontario Skelton set to work on his class-free Saturday afternoons, with a modest grant of $150 and laboratory privileges from his alma mater. He soon discovered that dogs given stiff jolts of vitamin E would not have hemorrhages...
...trouble was that Evan Evans took Beautee commercials as seriously as "the fifth act of Hamlet.'" "There's no damn difference between soaps," he told Vic frankly. "Except for perfume and color, soap is soap. . . . [The] difference is in the selling and advertising, [and] two things make good advertising. One, a good simple idea. Two, repetition. And by repetition, by God, I mean until the public is so irritated with it, they'll buy your brand because they bloody well can't forget it. All you professional men are scared to death of raping the public...
They Dream of Soap. Day & night, the public was raped with the good, simple Evans slogan: "Love that soap!" "It's my favorite bar!" Evans told Vic: "You got to eat, drink, sleep, and yes, by God, dream soap. Check?" "Check!" screamed back his underlings in desperate unison. Any one who failed to scream back "Check!" went out on his ear, Partner Kim told Vic. But Author Wakeman's main story is of how Vic gave Old Man Evans as good as he got. It is also the story of how Vic, despite years of cynicism and success...
...sardonically demonstrating what Critic Clifton Fadiman calls "the yawning disproportion between the ingenuity of the means and the triviality of the ends" in advertising. Long-suffering radio audiences may also hope that The Hucksters' venom indicates a growing rebellion against the sins of advertisers. It might be what Evan Evans would call (tossing his hat out of the window, to illustrate) "a straw in the wind...