Word: oriented
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Dates: during 1960-1969
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...Year of the Dragon in the Orient, but along Madison Avenue 1964 has clearly become the Year of the Tiger. From elephants to foxes, animals have long helped admen to peddle their wares, but the tiger has roared onto the advertising scene with irresistible force, turning up as a prop for everything from rented autos to hair oil. Says Martin Baker, an account executive for Doyle Dane Bernbach: "It's almost as if ads are giving up sex for tigers...
...country," U.S. Ambassador to Japan Edwin Reischauer, 59, bravely confessed. Fearlessly treading earthquake-shaken villages as a gesture of good will? Not exactly. As he recuperated this spring in Honolulu from stab wounds inflicted by a deranged Japanese youth, Reischauer, who is wise in the ways of the Orient, worried about the loss of face his Japanese hosts would suffer if he returned still looking wan and pallid from the ordeal. So day after day, he manfully stretched out on the beach at Waikiki, acquiring a glowing tan for the worried Japanese, who exhaled gustily when he returned...
...headlines-with more affluence and enthusiasm than ever be fore. The World's Fair clocked its 18 millionth visitor, and baseball's National League registered nearly three-quarters of a million more customers than in 1963. In California twice as many U.S. families were traveling to the Orient as two years ago. Riding a wave of unprecedented prosperity, Americans were buying more of everything-sailboats and sports cars, wigs and swimming pools (see U.S. BUSINESS...
...shifts in spending, none has been more dramatic than the increase for leisure. Of personal loans in New York City banks this summer, 21% are being taken out for travel; on the West Coast, tourists to the Orient have doubled in two years. Across the U.S. the housewife ranks second after the businessman as a passport applicant. Those who stay home spend on second homes, pleasure boats and swimming pools; in California 3% of all boat owners earn less than $5,000. In addition, 25% of all families now own two cars-and the latest trend is to a third...
They sing about Paper Mate's de-pen-pendible pen, they do the Pillsbury suite ("Nothin' says lovin' like something from the oven"), and Jamie's is the voice of the animated Aero-Shave mermaid. They do Northwest Orient's Oriental airlines song, A.T. & T.'s longdistance elegy, and Alka-Seltzer's bel canto promise: "Relief is just a swallow away." One of their super-specialties is, "Look for the spear and get chewing enjoyment...