Word: sloganeer
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Dates: during 1960-1969
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...slogan used by Premier Diem-"Follow me if I advance! Kill me if I retreat! Revenge me if I die!"-is the literal translation of what Benito Mussolini said some 30 years...
...were by no means new; the first U.S. suction cleaner had been patented in 1869, and seven other models were on the market when the Hoover family began. But the Hoover Co. added an agitation bar to beat the dust out of rugs, leading to a famous old advertising slogan, "It beats as it sweeps as it cleans." Grandfather also pioneered in advertising nationally, offering ten-day free trials and building a door-to-door sales force. That force eventually numbered 6,000 salesmen, who first tossed dirt and grass on the carpets of astonished housewives and then neatly vacuumed...
...giants are busily scrapping for a bigger share of the growing market. This week Coca-Cola begins a $53 million advertising campaign in which its classic "Pause That Refreshes" will give way to what Coke calls a "one-sight, one-sound, one-sell" approach based on the slogan that "Things Go Better with Coke." Fortnight ago at Pepsi-whose slogan is "For Those Who Think Young"-New President Donald Mclntosh Kendall, after only a month on the job, wielded a broom that swept out six vice presidents and will brush in a revamped, decentralized distribution system aimed at making Pepsi...
...unpredictable but bloody power. To replace popularity--by this time Duvalier enjoyed little--he unleashed a propaganda campaign that featured large neon inscriptions (the only neon in Port-au-Prince), "I AM THE HAITIAN FLAG ONE AND INDIVISIBLE, DR. F. DUVALIER" and life size portraits bearing the doctor's slogan, "COUNTRY, PEACE AND JUSTICE...
Magic Is Out. With advertising expanding fast around the world, companies have learned the hard way that no single slogan or sales pitch can be successful everywhere. Copywriters for General Motors found out that "Body by Fisher" came out "Corpse by Fisher" in Flemish. "Schweppes Tonic Water" was speedily dehydrated to "Schweppes Tonica" in Italy, where "il water" idiomatically indicates a bathroom. In Brazil, one U.S. airline proudly advertised the swank "rendezvous lounges" on its jets, learned belatedly that rendezvous in Portuguese means a room hired for assignations. Africa is an account executive's nightmare. Native words acceptable...