Word: lax
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Advertising men last week viewed two big new campaigns, chuckled over the superb slyness of one, pondered the astuteness of the other. Both were variants of testimonial advertising, but if the two should be judged for originality, the prize would go to Ex-Lax Manufacturing Co., not American Tobacco...
...Lax. After a few test runs in daily papers, last week Ex-Lax ("the safe laxative that tastes like chocolate") advertising was started on a national magazine campaign. Simple in form, it consisted of an endorsement, a picture of the endorser, a few remarks by the company, a free sample offer. Its appeal lay wholly in the endorser: Charles ("Chic") Sale, author of The Specialist and I'll Tell...
Rare is the U. S. citizen unaware of these two books, in which a builder of outhouses discourses sententiously upon his craftsmanship. Thus Ex-Lax follows the modern trend of playing up a fad-of-the-moment in its advertising, also appeals to the same private sense of humor that carried The Specialist into best-selling fame (600,000 copies to date...
...Hello Paris, at Newark, N. J.), found "The Specialist" one of his best acts, wrote it down hoping to sell a few books to friends (TIME, Aug. 26, 1929). When not trouping he lives in Scarsdale, N. Y., with his three daughters. Test copies of the new Ex-Lax campaign included the straw-munching Specialist's accounts of a rural traffic policeman who took Ex-Lax, be- came healthy, smiled so much he was made an official; the yarn of a dentist who did no business, gave Ex-Lax away, made people so healthy they all smiled, became aware...
...daism, a new religious cult in French Indo-China, was reported last week to be vexing the French authorities. Kao-daists say that the French control Indo-China because natives have been lax in religious observances, that the new cult will bring salvation. Organized four years ago by one Le-Van-Trung, 55, onetime Government councillor, Kao-daism now numbers more than 500,000 believers. To repress their nationalistic propaganda, authorities have been obliged to whip, shoot, bomb them...