Word: shifted
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Dates: during 1960-1969
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Pendulum Swing. The new pitch is a pendulum swing from the 1950s, when the industry concentrated on "motivational research" and other client services, gave the actual ads secondary attention. The shift came as more and more companies set up marketing departments of their own and demanded that their agencies produce the appealing soft sell with which Doyle Dane Bernbach had done so much for such clients as Volkswagen and Avis. Today pioneering D.D.B. is looked upon as the patriarch of the new creatives; since 1958, it has increased its billings from $20 million to $228 million, and it still pays...
...notes Robert Lauter, vice president of Manhattan's R. H. Macy Co. Today, one out of five families changes residence every year, and it is a common pattern for a married couple to start off in a small apartment, move to the suburbs when the children arrive, shift from suburb to suburb as income rises, and then move back into the city after the children are grown-decorating and redecorating all along the way. Let there be a divorce, and the master bedroom, if not the whole house, is sure to be redone by the remaining partner. And even...
...minute hop by air. Since that early experience, virtually everything has been airlifted. To date, helicopters have transported about 80,000 tons of cargo and 131,000 passengers to and from the Orito field. But even with air support, it takes four days and 300 helicopter trips to shift the specially designed drilling rig from one site to another, five miles away. Mechanical failures have already claimed eight overworked helicopters and six lives...
...metaphors too far-that the price for being shaken out of American myths is to be locked into English myths. But as he approaches the present, Heren makes increasing sense by insisting that the U.S. is an improvisation upon old traditions to suit new circumstances. Thus he sees the shift of power from Congress to the presidency as a necessary response to the "complexities of modern life." The same challenges have pushed the Supreme Court beyond its once limited role and forced it to cope with forces that might otherwise have caused "a violent social upheaval...
...took the Committee on Educational Policy the better part of two months to puzzle out a revision of Harvard's language requirement, and the proposal that goes to the Faculty next week drips with evidence of a long debate's compromise. The plan to shift the requirement to one full course in the freshman year doesn't follow the HPC's recommendation to see the rule junked completely, nor will it please those who think Harvard already asks too little foreign language knowledge of its undergraduates. But the proposal is a logical and ingenious approach to an impossible situation...