Word: sapolio
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...itself. Even its critics concede that advertising has come a long way since the days when national magazines were littered with ads for nostrums that purported to cure everything from consumption to lost manhood, and when a U.S. soapmaker could bugle: "If we could teach the Indians to use SAPOLIO, it would quickly civilize them." Today most ads, if not 99, 44, 100% of them, strive for both taste and believability. And, assuming a continued increase in U.S. affluence and cultivation, tomorrow's advertising should be even more sophisticated and tasteful...
Illustrating his procedure by picking up a candlestick, Rorimer demonstrates the connoisseur's approach: "My first question would be,-'What did this candlestick really look like originally?' I developed such a passion for cleaning art objects that museum people use to call me 'Mr. Sapolio.' Then I'd ask, 'How did it look in its original setting?' I'd try to reconstruct the setting in my mind. Now in a museum you can actually give some idea of the original setting - not much, but some. For instance, some doors...
...awkward new words into the language and this in turn persuaded everybody that each new thing must have a name, preferably 'scientific.' These new words . . . were fashioned to impress, an air of profundity being imparted by the particularly scientific letters k, x and o = Kodak, Kleenex, Sapolio. The new technological words were sinful hybrids like 'electrocute,' or misunderstood phrases like 'personal equation,' 'nth degree,' or 'psychological moment'-brain addlers of the greatest potency...
...Arrowsmith, 23, a 1948 Rhodes scholar, have been two years launching Hudson Review. As a nonprofit literary venture, they got $6,600 in working capital from friends (who hoped to deduct the contributions from taxes), and for a mailing address used the Manhattan home of Morgan's father, Sapolio Soapmaker John Williams Morgan...
Eleanor (with the help of four servants) keeps Billy's homes as antiseptically clean as a swimming pool. He calls her "the Sapolio Kid" and "one of the two greatest gals of the century" (the other: Fanny Brice). Eleanor doesn't think much of Billy's paintings, but he takes them as seriously as he has taken all his other equalizers...