Word: sloganized
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Bradley, 64, who spent 21 years on the Los Angeles police force while getting his law degree at night, is trying to become the first black elected Governor in the U.S. His campaign slogan is typically low key: "He doesn't make a lot of noise. He just gets a lot done." Now he is spending some $100,000 a week on TV and radio ads "to get the people to understand Tom Bradley." With unemployment at 10.3% in the state, Bradley says, the only issue that counts is "jobs and education. Jobs and housing. Jobs and agriculture. Jobs...
Melcher's campaign slogan is "Experience you can trust." In folksy but plodding speeches, he reminds his audiences of his generally conservative voting record and hammers at high interest rates. "Reaganomics," he warns, "simply won't work with rates where they...
...effort to put some sparkle back into the diamond industry, De Beers has launched a heavy, worldwide advertising campaign. Even before the famous slogan "A diamond is forever" was coined in 1948, ads linking the polished stones with romance and marriage were routinely used to boost sales. Through publicity in Japanese magazines, for example, De Beers has helped create a market for diamonds where none had existed for 1,500 years. As Edward Jay Epstein points out in his book The Rise and Fall of Diamonds: the Shattering of a Brilliant Illusion, which was published last May, the percentage...
...this year, De Beers will spend $26 million on advertising, up 75% from 1980. The budget for television commercials alone has quadrupled, to $10 million. To spur sales of larger, more profitable stones, a new slogan has been created: "A diamond of a carat or more is only one in a million." For less affluent buyers, De Beers is urging American parents to give their teen-age daughters small, heart-shaped diamond jewelry "for those special occasions ... as only a parent...
...ready cowboy imagery during the 1950s and 1960s to propel its Marlboro brand to the lead in U.S. cigarette sales. Since it took over Miller in 1970, Philip Morris has used the same image-conscious advertising to promote beer. The master marketeers down-played the old Miller High Life slogan, "the champagne of bottled beers," and created a new image through "Miller time" television commercials. These typically feature young men who exercise mightily at such activities as felling trees or building highways and then cool off from their manly labors with golden lager. Says Jeffrey Weingarten, a vice president...