Word: soaps
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Dates: during 1950-1959
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This method of building the commercial into the drama is the most distinctive feature of television in Japan, a nation rapidly becoming as TV-obsessed as the U.S. In a soap opera, A Comic Housemaid, the heroine habitually complains of a racking headache in midscene, gulps down an Arakawa Drug Co. remedy and announces: "Now I'm ready for anything." One private eye uses a drugstore as rendezvous-a drugstore whose shelves are conspicuously filled with the sponsor's patent medicines. In another samurai episode, the hero vanquished a batch of evildoers, then warily approached a wayside shrine...
There aren't many soap boxes for men with bells on their heads. (The bells had a tinny sound, anyway.) And, what with his plaid patches and his broken lyre, the myth-maker was only marking time until a vagrancy charge or an asylum...
...fountain and there wash yourself," Bernadette is said to have admonished after reporting that the Virgin had appeared to her in the Grotto. Merchants have not forgotten a word of it: they sell plastic bottles artfully shaped like Bernadette or the Virgin for carrying off the water, Bernadette-imprinted soap for washing in it. Other "water" items: perfume, throat lozenges, cakes and candy advertised as "made from water blessed by the Holy Father." One ad agency is talking of hiring an airplane to skywrite ads for its clients' products directly above the shrine...
...market to other Lever detergents (Surf, Breeze, Wisk, etc.), which hold 16%, bolstered Lever in its battle against giant Procter & Gamble, which has 55% of all U.S. detergent sales. But the trustbusters held that All should not have been sold to any of the soap industry's Big Three-Procter & Gamble, Colgate-Palmolive or Lever. Said Justice Department Antitrust Chief Victor Hansen: "We aim to protect competition, not the competitor; to support the process, no matter who gets hurt or who benefits...
Gilbert and Sullivan, the Statue of Liberty, and James Whitcomb Riley also emerge among the bloodied victims of Monocle's shillelagh subtlety. Charles J. Prentiss's "Remembrance of Past Things," some peppered nostalgia for the soap-box liberal (in poetic form), is the only passable selection in the current issue's seventeen attempts...