Word: hirsh
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Dates: during 1980-1989
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Klein professes amazement over the stir. Says the designer, who plans to shoot another series of Shields ads soon: "I never thought that people would be offended. I'm shocked that there has been such controversy." But it is no secret on Seventh Avenue that Marketing Whiz Warren Hirsh resigned as president of Puritan Fashions, which peddles the Klein jeans under license, after a battle with Klein about the propriety of the Shields ads. When Klein started advertising his Puritan jeans only this summer, Hirsh had already made Gloria Vanderbilt denims famous for another company under such slogans...
...Hirsh believes that sexy ads may distract consumers: they "don't hear how good the product is," he says. J. Walter Thompson's U.S. chairman Burt Manning has another concern. His worry: "Numbers of viewers are going to conclude that 'only a flaky segment of society would respond to that kind of advertising. I don't want to be like those people, so I'm not going to wear that kind of brand.' " The products will be noticed, he says, but the ads will be turning consumers...