Word: soaped
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Dates: during 1940-1949
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...grew from a yellow soap bearing the trademarked name "Sunlight." To sell it, the Lancashire grocer's son flooded England with ads asking a magic question: "Why does a woman look old sooner than a man?" No one ever answered that...
...bulwark of Britain's reconstruction economy. As it waxes or wanes, so will much of the economic life of the Empire grow stronger or weaker. Through more than 400 subsidiaries operating more than 800 factories in 37 countries (notable exception: Soviet Russia), Unilever dominates the world's soap and margarine businesses. It also sells ice cream, baby food, rubber, cocoa, salad oil, lye, paper, candles, copra, perfume, toothpaste, vitamins, fish, silks, cattle cake, fertilizer...
...biggest shake-up will come in Lever's radio advertising. Long a leading purveyor of that curious phenomenon of U.S. culture, the soap opera, the company is going to cut down. Luckman has nothing against soap opera as such. Says he: "You can't reach a mass market with a symphony orchestra." But he thinks that radio talent has become too high-priced for Lever's advertising dollar...
...trouble was that Evan Evans took Beautee commercials as seriously as "the fifth act of Hamlet.'" "There's no damn difference between soaps," he told Vic frankly. "Except for perfume and color, soap is soap. . . . [The] difference is in the selling and advertising, [and] two things make good advertising. One, a good simple idea. Two, repetition. And by repetition, by God, I mean until the public is so irritated with it, they'll buy your brand because they bloody well can't forget it. All you professional men are scared to death of raping the public...
They Dream of Soap. Day & night, the public was raped with the good, simple Evans slogan: "Love that soap!" "It's my favorite bar!" Evans told Vic: "You got to eat, drink, sleep, and yes, by God, dream soap. Check?" "Check!" screamed back his underlings in desperate unison. Any one who failed to scream back "Check!" went out on his ear, Partner Kim told Vic. But Author Wakeman's main story is of how Vic gave Old Man Evans as good as he got. It is also the story of how Vic, despite years of cynicism and success...