Word: master
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Dates: during 1990-1999
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...Senator Bob Kerrey once told Esquire magazine. "Unusually good." But this isn't quite true either. President Clinton is an extraordinary politician, a uniquely gifted product of a political culture in which telling the whole truth about small matters is simply one possible tactic among many. He is a master of the fudges, fibs, hedges, exaggerations and omissions that grease the wheels of public relations. Most pols will employ them now and then to various purposes--to flatter allies, condemn opponents, cast themselves in a happy light--and more often than not the public shrugs, when it notices...
...delivered from deep inside the white-hot center of Week Two, Clinton was able to rise above the mess and outline a domestic agenda designed to help Americans navigate this time of good fortune, anxiety and change. The problem was that his spectacular performance, the wonderment of watching a master pitch his way out of a jam, obscured his message that the fruits of prosperity should be used to help those left behind. Among his proposals that night: a plan to let preretirement-age workers buy into the Medicare system, and another to dedicate $21 billion to help working families...
Snoop wants out of the dog-house. Snoop Dogg was one of gangsta rap's first megastars, but as of late, his album sales have slumped. This year Master P, the head of the New Orleans-based label No Limit Records, is the top dog in the gangsta world: Master P's current solo album sold more than 400,000 copies in its first week out; at the upcoming MTV Music Video Awards, he'll be a featured act. So Snoop has allied himself with No Limit, declaring himself a "No Limit soldier," sharing in Master P's heat...
...question now is this: Will Master P be a good influence or a bad one? Will he be Snoop's Obi-Wan Kenobi or his Darth Vader? Certainly, Master P lacks no talent in the marketing department. In a few short years he has built impressive brand identity, and every few weeks a new No Limit album by a previously little-known performer debuts in the upper reaches of Billboard magazine's album charts. One of his slyest techniques is to include in his CDs--like his current solo album, MP Da Last Don--promotional materials for his other records...
...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...