Word: gimmicked
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Last week Natalie was on "leave of absence" from her studio until she tidied up her marital and household affairs. War ner came up with a new gimmick to herald Splendor-a special one-day showing "to allow time for the film to be discussed, to be highly praised or hotly attacked" four weeks in advance of its regular release...
...sought to court. Theologian Reinhold Niebuhr says: "World opinion doesn't really exist." So also argues University of Chicago Political Scientist Hans (Politics Among Nations) Morgenthau (TIME, July 7). To Morgenthau, the U.S. has too long tended to consider foreign policy as a public-relations gimmick, forgetting that policy is a question of power. "This world opinion we pay so much attention to is largely a myth," he says. "It is true that there are a few spokesmen around who always react-Nehru, Sukarno and others-but they are just expressing an opinion, and their remarks are meant mainly...
...trophy business, which in the past thrived almost wholly on orders from schools and sports organizations, nowadays gets lots of orders for kooky conversation pieces. It has broken through the specialty barrier into the gimmick field so well that Bruce Robbins' stores alone gross more than a million dollars a year. All told, trophy manufacturing runs to about $28 million annually, and dealers' income equals that. A big part of the business comes from the general growth of such activities as golf and bowling, whose adherents require standing symbols of victory over one another; Manhattan's Tiffany...
Robert E. MacNeal, president of Curtis (Saturday Evening Post, Holiday), brooded in silence for a few days, then issued a statement blasting the bonus gimmick as "a hurried move calculated to preserve the illusion of leadership." Said MacNeal: "We see no virtue in winning a race to the poorhouse.'' But the Journal entered the race anyway, replied to McCall's by announcing a 10% cut in its ad rates...
Filene's is lampooning the Lampoon this week by making an advertising gimmick of the magazine's spoof of advertising in its July Mademoiselle parody. Mannequins in death throes are advertising "clothes to be caught dead in"; others wear velvet straps, clam boots and pigeons pinned to the hems in order to deal with "problem knees"; and still others, struck by the "collectors rage," dip into bushels of mice and ensnare themselves in scotch tape and telephone wires...