Word: sloganeered
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Griswold wrote a theme song-"Some Insolvent Evening." He took a slogan from a mayonnaise jar-"Keep cool but do not freeze." Gradually, his life began to settle itself into a pattern...
Time for Ernie (weekdays, 3:15 p.m., NBCTV) undertakes the strenuous job of parodying the antics of daytime TV. Wearing a pitch helmet and waving a cigar, Funnyman Ernie Kovacs does a take-off on a weather reporter, plugs a nonexistent beer called Lost (for the sake of the slogan: "Get Lost!"). More slapstick than satire, the show, unsponsored for obvious reasons, winds up sounding dangerously close to the real thing...
...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...