Word: gimmick
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...country boy tackled his CBS job in a manner that made Kesten's eyes pop. Working 70 to 80 hours a week, Stanton rapidly became research director, then advertising director and found time to develop, with Vienna's Dr. Paul Lazarsfeld, an electrical gimmick called the Program Analyzer which automatically measured radio listenership...
Colonel Charles P. Summerall Jr. and Colonel Stephen E. Stancisko, commanding officers of the R.O.T.C. at Harvard and Yale respectively, are both seasoned soldiers who would never make it a habit to disregard suggestions from topside. But when it came to the latest Army Department gimmick for luring college men into R.O.T.C., Colonels Summerall and Stancisko drew the line. The gimmick: a stickily written little comic book which R.O.T.C. commanders were authorized to distribute to incoming freshmen...
...book presents-as an imaginary series of movie-illustrated lectures followed by questions from the audiences-a series of reports on countries Dos Passos has visited recently (Britain, Argentina, Chile) and on recent happenings in the U.S. The lecturer-audience exchanges, which seem at first to be a naive gimmick, are actually shrewd and persuasive glimpses into the thinking of average U.S. citizens. The reporting, as in all Dos Passes' writing, is graphic, honest and peppered with insights...
Right Cross (MGM) deserves credit, but not much, for putting a fairly new gimmick into a boxing story: it encourages the audience to root for its hero (Ricardo Montalban) to lose the big fight. Only if he forfeits the championship can Montalban feel sure that his girl (June Allyson) loves him for himself alone...
...Children and Light of the World, will slip off the air. But listeners need not be too hasty about cheering a clear gain. The replacement for the soap operas is a new giveaway, sponsored by General Mills and called Live Like a Millionaire (weekdays, 2:30 p.m., NBC). Its gimmick: children are invited to bring their "talented" parents to the studio to compete for a weekly $1,000 prize and free trips...