Word: properous
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Dates: during 1950-1959
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...mountains. Filipinos were crying for more. Manilans tell the story of an ex-bootblack who makes a living hanging around Coke machines and selling 10-centavo pieces (the only coins that fit the machines) for 15 centavos to thirsty people who are too eager to go and get the proper change...
Bums, Crocks & Scuffles. Choosing a bottler from among the applicants (at the moment, Coca-Cola is weighing more than 1,000 applications from all over the world), the Coca-Cola Export Corp. acts approximately like a fairy-tale king choosing a proper husband for his daughter...
...page illustrated pamphlet, Pereira Ignacio was told that Bums (bottles so disreputable that they must be discarded), Crocks (bottles chipped on the bottom) and Scuffles (bottles chipped around the trademark) are a hazard to the business and that there are ways of avoiding that hazard through careful tests, proper storage, the use of scuffing inhibitor compounds, etc. Meanwhile, the bottler's advertising department (whose expenses the Coke company shares on a decreasing scale for the first five years) was also getting instruction. Advertising must never be "competitive, offensive, tricky, brash." To be on the safe side, Coke...
...student salesman by a little red toy wagon driven by a male doll which carelessly smashes the wagon against a stone (the instruction book thoroughly lists, among the required props, "one stone about half the size of your fist"). The point: "Because he didn't take proper care of his little red wagon, Juan was out of business" (PAUSE BRIEFLY AND LOOK AT MEN SO AS TO ALLOW POINT TO SINK...
...their home-packed box lunch of fried chicken. When a piece of chicken slipped from her fingers, Mrs. Osborne let out a disgruntled complaint: "This is really eating chicken in the rough." Osborne brushed aside the complaint because he liked the phrase. He thought it was just the proper slogan to persuade Americans to eat fried chicken in public the way they do at home-with their fingers...