Word: gimmick
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Dates: during 1950-1959
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...nominal functions of administration while the President of the Republic invites leaders of the other parties to try their hand at forming a new government-usually beginning with an unlikely candidate and (always excepting the Communists) moving on up the roster to the possible. There is a Gallic gimmick in this: by making the process seem over-leisurely, the President relies on rising public impatience to compel the Assembly finally to vote some government into power. Last week, casually reviewing candidates to end France's 19th political crisis in 7½years, the lords of the Assembly were momentarily...
...Bonanza. General Mills reported the hottest promotional gimmick in its history: miniature metal copies of state auto license plates, one-sixth actual size. In the two months since the company began offering a set of 49 plates (48 states and the District of Columbia) for $1 and four Wheaties boxtops (or 12 plates for 25? and one top), orders have poured in at the rate of 500,000 a day. To meet the demand, General Mills has ordered 21 million plates from the manufacturer, and the mailing firm handling the promotion has had to put on a night shift. Effect...
...contracts with publishers, the powerful International Typographical Union usually insists on a gimmick known as "bogus." This is type set by I.T.U. printers which duplicates advertising matter received in matrix form. Bogus is not intended to be used, but it makes work for union members. The American Newspaper Publishers Association contended that bogus is featherbedding, and thus banned as an unfair labor practice by the Taft-Hartley...
...infringe even after the novelty has worn off--this is line of no other celluloid safari into the dimension of depth: all of The Start Shares another experiment but in two dimensions a faithful reproduction of one of Joseph Comad's shorter works, remarkably unembellished of by twist on gimmick, and proof that the gauche, black and white film has hardly exhumed its possibilities for either entertainment on aesthetics...
...about notifying the gossip columnists: "Walter Winchell should be alerted to be given the first news of the Arnaz baby. We will phone the news to him, since he will be expecting the phone call. When he is alerted, he is to be told nothing of the gimmick but, when he receives the phone call, and not before, he will be given the story of Desi's thinking concerning the Ricardo baby. Of course, the news of the Arnaz baby will be given out simultaneously to Louella, Hedda, Johnson, Graham, all the wire services and all the local dailies...