Word: pepsi-cola
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Nine months ago, in the township of Harere, on the outskirts of Salisbury, capital of the Central African Federation, little Elias first mounted the pulpit-a Pepsi-Cola crate. The six-year-old boy was handsome, dignified; he exuded authority and wore shoes. His mother, in a flowing white robe, stood behind him chanting softly and clasping her hands. About them gathered a crowd of naked children, zoot-suited men and women in gaily-colored print dresses. Little Elias threw back his head and closed his eyes. "Hear my word!" he cried in Shona, a native dialect. "It was your...
...last year's Perry Como and Dinah Shore shows, the TV networks are taking a high shine to popular singers in jumbo productions. In fact, the TV season threatens to be, in the phrase of one critic, a case of "the bland leading the bland." TV's Pepsi-Cola girl, Polly Bergen, got mired down in embarrassingly labored exchanges with a shrill, scenery-chewing "panel" of other show folk, and only when she used her high but lilty voice did her seductive talents poke through. The Hit Parade was back (in stunning color for the 200,000 color...
...cartoon whimsy, Disneyland was originally conceived as a $5,000,000 venture. But when dozens of big U.S. companies clamored for space to peddle or promote their wares, Walt Disney and his businessman brother Roy O. Disney quickly upped their sights, raised millions by leasing plots to 55 companies. Pepsi-Cola came in to operate Frontierland's Golden Horseshoe soft-drink saloon; American Motors Corp. shows Circarama movies; Pablum recently opened a brightly decorated "baby-changing and feeding station" complete with a trained nurse who hands out free disposable diapers, safety pins, bottles...
...high-pitched voice: "Hi, kids, my name's Susan." Then the big, fluttery eyes, shiny bangs and friendly full-moon face of Susan Heinkel, 12, brightened the TV screen. After eight ingratiating months as a mistress of ceremonies, star performer and pitchgirl (13 sponsors, e.g., Kellogg's, Pepsi-Cola) on Chicago's most popular local daytime show, Susan was doing her first network edition of Susan's Show over 69 stations (Sat., 11 a.m. E.D.T., CBS). Unruffled and unassuming ("We must remember," she reminded her mother before air time, "it's just another show...
...Native Art Form." The little jingle is now bigtime. Admen long ago realized that not since Young crossed the Rubicam has advertising found a more hypnotic pitch. In the 18 years since Pepsi-Cola hit the spot with a jazzy version of the English ballad John Peel, the singing commercial has become as entrenched in U.S. culture as the madrigal in the Italian Renaissance. Says Scott: "There's a definite challenge to writing jingles. To me, they've become as much a part of the American scene as any native art form." Says Columbia Records' spade-bearded...