Word: mouthwash
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...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...
...Boston, a hospital bed could cost $85 a day, $10 more than last year, and the price of dental care advanced from $6 or $7 per filling a year ago to $9 to $10 today. Even aspirins were up, from 89? to 98? per 100 tablets. A mouthwash named Binaca cost 29? when it was introduced by a Swiss company five years ago; it has since been taken over by a U.S. firm-and now sells for 79? in some places...
...also afflicted by unsophisticated surface ills: low grades, loss of a place on the football squad, undone homework, limited television. Dad once menaces him with a putter-when the boy says he would like to drop out of school and suggests, as many American young are doing, that promoting mouthwash is not what man should be all about...
Before the book's final, and perhaps preposterous moment comes (with Tony's near-immolation) the boy's rejection of the outer shapes of his father's world-mouthwash, lawnmower, cocktails, covert sex noises from the bedroom, college, good job-is absolute. He simply takes to bed, hugging the pillow, and won't get up. All he will say to his desperate father is "I love the world. I just feel sad, that...