Word: jollyco
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...Advertising was a day of great phrases. Lately advertisers and their copywriters have grown more subtle and sophisticated. About two years ago the Procter and Gamble Co. introduced, in the white-space areas of their Ivory Soap displays, the piquant ménage of a family called Jollyco, whose members soon became as well known and beloved as the great funny folk?the Gumps, the Katzenjammers, Barney Google and that young patriarch of the comic sheets, Little Nemo...
There was Mr. Jollyco, who was the soul of politeness and geniality when feeling pleased but who invariably referred to the bathroom as "my bathroom" when anything, the Ivory Soap for instance, was missing. There was Mrs. Jollyco, a model wife and mother with a most engaging conversational manner, and so tactful that she did not offend Mrs. Folderol of Vanity Fair one bit when she told her that washing Baby Folderol with any soap but Ivory was bound to irritate his tender skin and was, in short, pure folderol. There was old Dr. Verity, who backed...
...Bobby Jollyco, Sally Jollyco, Tee-wee Jollyco (the baby), and Julia (the maid) were all "sold" on Ivory and helped to sell others. All were treated with ingenious ingenuousness as real characters with continuous histories, the copy being so well written that the Jollyco doings read like bits of Dickens or Thackeray, with Ivory Soap mentioned quite casually. The public became so interested that thousands of letters poured in: "Send Bobby Jollyco to boarding school. . . . Have Teewee make mud pies. . . . When can Sally Jollyco go to dancing school...
...Jollycos could always be brought back again, as indeed they were, very cleverly, last fortnight. In the new series of Ivory Soap advertising displays, the vignets discovered Sally Jollyco Verity and her happy bridegroom, Phil, in Paris. Jollycophiles read the fine, unobtrusive print with delight...
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