Word: gimmick
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...reasoned summation was offered by Columnist Max Lerner. "Many will view the whole Honolulu venture as a tricky Johnsonian gimmick to give the outward semblance of activity when there is no substance of progress in the war," he wrote. "But it would be serious to underestimate the President or believe that his moves have been wholly histrionic. There is a logic to his latest move, the logic of adding political warfare as a third phase of the American effort, to fill out the triangle whose other two sides are formed by the military operations and the diplomatic operations...
Says he: "It isn't a gimmick. It is energy, movement, an unbalanced situation...
...Gimmicks dominate characters. One has the constant sensation of being on a movie set. Where Bond carries a pen-sized aqua lung, Miss Andress calls a crane to kidnap the beach-house Mastroianni is sleeping in. The gimmick is bigger than she is. The whole set, the whole movie, become one tiresome gimmick...
...further. "All right," he said, "I want you to start looking at this from every angle, from all sides." But, he warned, it must be done in complete secrecy. "The worst thing that could happen would be for it to get out. Then it would become just a gimmick...
...Sammy Davis Jr. Show is likely to be a success in the ratings despite last week's shambles. Using the guest-star gimmick for promotional values, it will no doubt keep pulling audiences. After all, only Sammy Davis could have induced the world's most famous lovers to appear on television, and only he, apparently, can top that coup. This week he will be away, and in his place will be Sean Connery. "If that doesn't get us a fat Nielsen," says an NBC executive, "we might as well all give...