Word: soaping
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Dates: during 1940-1949
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...THEATER, with the new revue Small Wonder (see THEATER) suggests that democracy should be sold to Europe as soap is peddled to the U.S. Sample radio commercials read by Comedian Tom Ewell: "Hello Europe-this is America. Ladies, does your government look different lately? Are your borders in disorder? Well, join the swing to Democracy. And remember,Victor Kravchenko has switched to Democracy because Democracy is milder ... Try the brand of government Rita Hayworth uses! And then they'll say about you . . . she's lovely, she's engaging, she votes...
Shanghai citizens were tickled last week by a funeral with a live corpse. Riding in a coffin hauled on a cart was a grimacing old man clutching a carton of cigarettes, two cases of laundry soap, some boxes of matches and a roll of cloth. Every block or so the old man climbed out of his coffin to harangue the crowd on the evils of hoarding and speculating. Inscriptions on dancing banners and placards read: "Those who hoard are public enemies," and "Who damages the gold yuan will have his head chopped...
...Soap Operas: "The plot usually concerns a character named Just Simple Sam, who-although his house is on fire, his daughter has just eloped with a man who was seen coming out of a Henry Wallace rally . . . and he has had an automobile accident that has broken his back, fractured his skull and crushed both legs-is still able to crawl to the microphone and help the announcer explain the big contest and where you mail the box tops...
...studio tie-up deals with manufacturers of assorted items, the nation may soon be trying vainly to comb Carmen out of its hair. Already on the Carmen bandwagon as it begins to roll through retailers' showcases and advertising columns from coast to coast: shoes, handbags, cigarettes, hosiery, soap, cosmetics, hats, scarves, hair ornaments, castanets, costume jewelry. An impressive seller in its own right is the "Carmen doll" ($6.98); through 30,000 retailers, it piled up $1,000,000 in orders within its first 20 days on the market. "Carmen castanets" to be used as a "wolf-call" will...
Back Door. Loewy, whose first soap wrapper design was for Lehn & Fink Products Corp., came into the Unilever empire through the back door. In 1938, up & coming young Charles Luckman hired him to redesign the package for Pepsodent toothpaste. Most toothpaste packages then screamed for attention with garish red containers and bold black print. Loewy persuaded Pepsodent to give its package an aseptic white exterior, with modest script lettering, which would make it look nice on a cosmetics counter. Up went Pepsodent's sales by 17%. When Pepsodent and Luckman moved into Unilever's huge U.S. branch, Lever...