Word: sloganeer
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Dates: during 1950-1959
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...eldest son, Harvey (then earning $7 a week), to build a trailer with hard rubber tires and open slat sides for hauling lumber. He didn't think much of it, but Harvey thought it had such possibilities that he plugged it in trade journals with the slogan: "A horse can haul more than he can carry. So can a motor truck." The slogan worked so well for Fruehauf that the company's small volume ($22,000) reached $700,000 in four years. Fruehauf kept right on growing, did much to build the modern long-distance trucking industry...
...skintight budgets and rigid shooting schedules, Cecil B. DeMille is one of the few producers who can still pursue Hollywood's ancient slogan: "The more you spend, the more you make." For the climax of Samson and Delilah (TIME, Dec. 26, 1949), he smashed his enormous temple three times before he was satisfied that he had achieved just the right touch-and the box-office returns justified his little extravagance. For the big scene of The Greatest Show on Earth, now shooting, Producer DeMille's script ordered a train wreck with "a shattering impact of shattering steel...
...soon other charges began to creep into the arguments. Some of the group objected to Goslin because he was for federal aid to education though he had made it amply clear that he did not mean federal control. Others accused him of favoring "modern pragmatic education"-a slogan they made up but never bothered to explain. Still others objected to him simply because 77-year-old William Heard Kilpatrick, famed leftist advocate of progressive education, had been asked to speak at a small summer workshop for teachers...
...since 1947, benign Martin Kennelly, 63, who runs a storage and trucking business, had worked hard and made few enemies. Even the Republicans weren't mad enough at him to put up a fight. The G.O.P. tried to make Truman the issue and "Defeat the War Party" the slogan; their candidate, a worthy but unexciting lawyer named Robert L. Hunter, preferred to campaign against Kennelly himself as a "ribbon-snipping, do-nothing mayor." Actually, Kennelly had tidied up the civil service and improved the police department a bit, but Chicago's crawling slums were as bad as ever...
Half a century later, a new advertising technique gave the sexagenarian business an added boost. The ominous crow was retired; the slogan became "Wake up your liver bile!" Jingles urged readers and radio listeners: "When you feel sour and sunk, and the world looks punk . . . Take a Carter's Little Liver Pill." Carter's went on to claim that the increased liver bile would enable the pill-taker to overeat and overindulge in "good times" without morning-after regrets, to wake up "clear-eyed and steady-nerved," "feeling just wonderful," and "alert and ready for work." Copywriters combed...