Word: luxe
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Dates: during 1920-1929
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...would gladly exchange all Yale's purity for a good set of ends. . . .* We have long known that Yale teams were suffering from something and now this something appears to have been excessive purity. Already there is a movement afoot to add to Yale's motto, Lux et Veritas, the word Puritas. Later this year when you view the Yale team in action, I am happy to tell you that you will find the players appropriately arrayed in helmets of a glistening white...
Sunlight. When U. S. washers think of Lever Bros., they may perhaps think of how 98% of Hollywood cinemactresses use Lux, or of how Lifebuoy soap removes Body Odor. Some oldtime U. S. washers may think of the oldtime question: Good morning, have you used Pear's Soap? Yet, though Lux, Lifebuoy and Pear's all are Lever Bros, soaps, they are not the Lever Bros. soap. Leading Lever Bros, product is Sunlight Soap. The main Lever works are at Port Sunlight on England's Mersey River. Almost unknown in the U. S. is Sunlight, largest selling soap...
...much discussed Pond's Cream series, featuring endorsements from Marie of Rumania and many another celebrity, which marked the return of the testimonial to advertising's most polished circles. Outstanding current examples of testimonial campaigns are the advertising of Pond's Cream, Simmons' Beds, Lux Soap, Fleischmann's Yeast and Herbert Tareyton, Old Gold and Lucky Strike cigarets...
...intellectual curiosity which finds its archetype in the "who-was-the-greatest-poet-Momma" sort of query ripens remarkably under the influence of Lux et Veritas,. The announcement today of the Senior questionnaire bears promise of a bumper crop of Yale superlatives. "Greatest social celebrity", "Most entertaining", "Best looking", and "best dressed" seem to flourish particularly well in the warm climate farther south, and bring home to those in Cambridge the difficulty of cultivating the same sort of thing under the exigencies of local conditions. Nothing but the most artificially regulated amosphere can develop analogous products within a radius...
...error. Blind Senator Schall's police dog Lux is no "flea-hound...