Word: locks
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...many people, the sight of a TV commercial is a prompt to either bolt to the kitchen for a quick bite or hit the remote for a quick escape. But last month Master Lock, a division of Fortune Brands based in Milwaukee, Wis., likely became the first national advertiser to run a one-second ad--snack-proof and zap-proof...
...commercial--call it a blink ad, for obvious reasons--depicts the company's signature image, a bullet shredding but not opening a lock, together with the logo. The ads are part of a campaign that also uses 30-sec. spots for Master Lock padlocks...
...length of the traditional 60-sec. TV ad has been halved a couple of times to keep up with our shortening attention spans. Now 15- and 30-sec. spots dominate, in part because they cost less. One-second ads are even cheaper to buy (Master Lock isn't saying what it paid), and cheaper to make. But can you sell anything in one second? "It's way too early to tell whether--or how--it's going to impact sales," says John Heppner, Master Lock's vice president of marketing...
...reluctant endorsement; and Davis has accepted it reluctantly. "Teacher testing and evaluation are not things that warm the hearts of people in the teachers' unions," says Davis' campaign manager, Garry South. Meanwhile, Massachusetts Senator and Democratic presidential hopeful John Kerry said in June that "no teacher should have a lock...
...three young children, and I would no sooner install a software filter on my computer than I would lock up the books in my library. It's not just that I'm rabidly pro-First Amendment; software filters simply don't work. It's a little like trying to collect raindrops in your hat: you'll catch some, but you'll miss most of them. Worse, filters tend to block stuff that they shouldn't block: breast-cancer sites, for instance, and virtually anything having to do with homosexuality. The Censorware Project, which opposes the use by public institutions...