Word: guru
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DIED. Rosser Reeves, 73, Madison Avenue's high-powered guru of the hard sell, and chairman from 1955 to 1966 of Ted Bates, which he helped make one of the top five ad agencies in the world; of a heart attack; in Chapel Hill, N.C. A pioneer of political commercials (for the 1952 Eisenhower campaign), he preached against mere "show window" ads that win art-direction awards, emphasizing instead a product's "unique selling proposition." Samples of his credo at work: ads for M & M candies ("They melt in your mouth, not in your hand"), and Anacin ("Fast...
...Members of the high-fashion elite are rich and coddled celebrities who seldom breathe unscented air, but they risk their names and their companies in the cold atmosphere of commerce with each new collection. There are not many truly wealthy private clients left, and they instinctively flock to whatever guru has had his inspiration certified by the press and by a chic popular line. (Princess Caroline of Monaco may be the only young woman left who patronizes a couturier, Marc Bohan of Dior, the way her mother did.) Walking through this exhibition, one is struck by Saint Laurent...
...comes a new book that promises to help owners integrate computers into their lives intellectually, emotionally and practically: Electronic Life (Knopf; 211 pages; $12.95). Author Michael Crichton is no self-anointed microprocessor guru but the Harvard Medical School graduate turned bestselling author (The Andromeda Strain) and movie director (Coma, The Great Train Robbery). It turns out that Crichton is also a computer expert of sorts. He wrote his senior thesis at Harvard in 1963 on a mainframe and has since created a computer adventure game and designed software programs for cost analysis and shooting-schedule planning in the movie business...
...mater, God and Man at Yale. His accomplishments would make the most energetic resume suffer blanche: editor and founder of his own conservative magazine (Reagan's announced favorite), television talk show host, syndicated newspaper columnist, lecture circuit fixture at $4,000 a fix, United Nations delegate under Nixon, and guru to conservatives everywhere...
...putting too much emphasis on military moves. Any such kooks do not include the Joint Chiefs, who have made it plain that they are concerned about increased military involvement in the region. Jeane Kirkpatrick, U.S. Ambassador to the United Nations, has been widely regarded as the Administration's intellectual guru on Latin American policy. She has argued long, hard and convincingly within Administration councils that the loss of Central America to Communist revolutionary regimes would be a devastating blow to U.S. security interests. But Kirkpatrick learned about the naval maneuvers from a reporter's questions. She is believed to consider...