Word: heater
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...might encounter between two used-car dealers when I read your Oct. 13 article on the adman's jargon: "Dog, lemon, roach, bucket of bolts, Southern beauty, Detroit taxicab," etc. (a used car in very poor condition); "piece, piece of iron" (any car); "heat and music" (radio and heater); "bill" ($100); "dozen" ($1,200) "cream puff" (a used car that was well taken care of) ; "dings" (minor dents) ; "down on its knees" (bad front end) ; "on the clock" (on the speedometer) ; "barefoot, no rubber, no shoes" (wornout tires); "stick and no box" (aerial but no radio...
...three days the classified ad ran in Chicago newspapers. It brought in no gallons of stale water. A Decatur cistern was tapped for a 29-year-old sample. The water heater of a high-school teacher in Oak Park yielded 30 gallons between five and twelve years old. An undertaker emptied his fire extinguisher and a grocer drained the soda pop cooler he had not cleaned for five years...
Frank says that being second in the series was a fine thing, most of the time. Plumbers appeared automatically to repair the gas heater and doctors knew where to come...
Many ads are in a kind of code. Prime example, from the Washington Star: "Pack, '51 dlx 4 dr, ultra, R.H., 1262 act mi." (Translation: 1951 Packard four-door deluxe with Ultramatic Drive, radio and heater, has been driven 1262 actual miles.) From the Denver Post: "New Ig Iv rm, frpl, 2 bdrm, Ig kt, exp attic cel gar." (Translation: a new house with a large living room with fireplace, two bedrooms, large kitchen, expansion attic and cellar garage.) Automobiles are "jim dandy," "slick as a whistle," "A-i," "just like new," "never a wreck," "peachy keen," and "loaded...
Prices in 1946 rarely included extra equipment such as radio, heater, etc., while some of the 1952 prices do include extras. Auto men quote factory list prices (usually Detroit), but to figure out his bill a motorist must add on shipping charges, taxes and equipment which is optional. These charges to a customer in New York, for example, can push the bill up as much as $700 on low-priced cars and $1,300 on high-priced models...