Word: powerfully
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Dates: during 1990-1999
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Torri Walters, a Manhattan hair stylist, had seen the ads often enough to be intrigued. The 30-sec. TV spots featured celebrities such as Yankee pitcher Andy Pettitte and former Miss America Heather Whitestone McCallum testifying that their most important relationship was with God and praising a book called Power for Living. The ads ran about 50 times a day on CNN alone; print versions showed up in TIME and other magazines and on the walls of the A train Walters took to work. They were mysterious. They bore the name of no known ministry but merely the words Arthur...
...slow that warming by reducing greenhouse emissions have all but ground to a halt. Withering too, like so many cornstalks, are other major pro-environmental bills: increased funding for research on energy sources other than fossil fuels; incentives to encourage industries to cut emissions; efforts to clean up power plants; and measures to raise fuel-efficiency standards for gas-slurping SUVs, vans and light trucks. Just about the only measure likely to pass is, of all things, an order requiring the Environmental Protection Agency to give equal time to dissenting views whenever it conducts educational programs on climate. Congress, says...
...Although the spots' frequency has been reduced for summer, the advertising database CMR reports that in the six months ending last March the DeMoss Foundation spent more than $27.8 million--a sum outpacing the media buy of a presidential campaign--on a saturation blitz that was most likely publicizing Power for Living. DeMoss ranks 73rd among U.S. foundations, and it's one of the most secretive. Journalists who call its Florida offices receive demurrals ("We're not a cult, but we can't say what we are," one was told) and a fax stating "The Foundation has a history...
Like a majority of DeMoss undertakings, the Power for Living campaign turns out to be a simple call to Christ. But a significant minority of the foundation's projects are harder edged, targeting abortion and gay rights and promoting a vision of a Christian America some find overzealous. The DeMoss family, led by matriarch Nancy, 61, is politically and theologically conservative. Its charity was "an early and significant supporter of the religious right," says William Martin, author of With God on Our Side, a history of the movement. As the DeMoss Foundation demonstrates its willingness to pour tens of millions...
...antiabortion ads were a major (if tasteful) foray into hot-button advocacy, the Power for Living campaign is closer to pure tract evangelism. Viewers who dial the 800 number receive the 134-page booklet, which employs simple metaphors like a country road or a broken golf club in support of the classic invitation. "All you do is, by an act of your will, say, 'I want You, Jesus, to take over my life.'" Participants in an earlier Power drive in 1983 have claimed that several million people ordered the book...