Word: soaps
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Dates: during 1940-1949
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...Soap Addicts...
...living standard of the ad-smiths improved rapidly. Other manufacturers, led by the makers of such simple consumer items as soap and baking powder, began to learn the lessons of trademarks, contact with the customer, expanding demand. In church one Sunday morning in 1879, Harley T. Procter, of Procter & Gamble, listened to a passage from the 45th psalm (". . . all thy garments smell of myrrh, and aloes, and cassia, out of the ivory palaces, whereby they made thee glad . . .") and coined the label "Ivory Soap." In 1890, Kodak launched one of the first relentlessly successful slogans: "You press the button...
...dread new diseases (B.O., Office Hips, Halitosis). They found that endorsements by real people, from tobacco auctioneers to movie stars, were astoundingly successful sales plugs. ("Fifty million women a week see movies," explained one adman. "They see these dames always get their man, so they want to use Lux soap...
...give them a place to sit around and wait between jobs, and collect 10% of their fees. It is usually the model who has to sell herself, tramping in & out of photographers' studios, showing her scrapbook, trying to look like the advertisers' cryptic specifications ("We need the soap and motherhood type"). By great good fortune she may land a movie contract.† But in most cases, she will achieve a glamourous life only in the ads she poses...
Easy Living (RKO Radio) looks for half a reel like a football yarn. Then it turns into a turgid, second-rate soap opera about a professional football hero (Victor Mature) and his overambitious career-girl wife (Lizabeth Scott...