Word: mouthwash
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Dates: during 1970-1979
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...pressure and blood clotting, some diuretics and products containing synthetic hormones. Among the odds and ends that the FDA wants to see no more: Winthrop's Alevaire, for asthma; CIBA's Bradosol throat lozenges; Parke-Davis' Phemerol. a skin antiseptic; and Lever Bros.' Pepsodent Antiseptic Mouthwash...
...them. As for Ultra Brite's kiss-throwing commercials, she says: "Advertisers must think that women are stupid if they are to believe that a toothpaste will bring sex appeal." Other ads that the women found vexing included some for Crest toothpaste, Bold detergent, Dove soap, Colgate 100 mouthwash, Punch detergent, Ajax cleaner and Scope mouthwash...
...band of mnemonic miracle-makers-a White Knight, a Green Phantom, Josephine the lady plumber, Mr. Clean the bacteriophobic eunuch, and the Man from Glad, who is gussied up in platinum hairdo and white trench coat. In one ad, a failing used-car salesman takes a dollop of Listerine mouthwash, and customers start buying without waiting for the sales pitch. In another commercial, a bespectacled, frumpish old maid uses Ice Blue Secret deodorant and is transformed into a glamorous beauty; presumably, even her eyesight is improved because at the end she no longer wears glasses...
...taste of many ads for detergents, household cleaners and such personal-care items as mouthwashes and hair rinses is generally conceded by most advertising men. Officials of agencies creating these ads explain that such products, because they deal with dirt and unpleasant aspects of life, are difficult to sell gracefully. Ted Bates & Co. produced a television commercial for Colgate 100 mouthwash in which one woman confides to another: "My boyfriend said my breath would kill an elephant." According to Robert Castle, a Bates senior vice president, the ad revived the product's sagging sales. Says he: "You cannot sell...