Word: soft-soaping
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Before he had well warmed Lever Brothers' presidential chair (TIME, June 10), Charles ("Chuck") Luckman sat down hard on the firm's $7,274,503 radio budget. Off the air went Lifebuoy's "Bazooka Bob" Burns and Rinso's soft-soap opera, Big Sister. Last week Luckman made an economy-size substitution: Fighting Senator, a sort of Lone Ranger with social significance...
...longer feeling called upon to soft-soap the foes of Japan's aggressions, he talked about her "mission in the interest of civilization." He promptly began his campaign to bring Japan into the Axis by purging the Foreign Office and diplomatic corps of men friendly to Great Britain and the U.S., promised a "diplomatic Blitzkrieg" when he took office. The era of "toadying" was over for Japan. As a result of his contradictory utterances down the years, of his diplomatic adventurousness and military caution, the London-Washington Axis heartily mistrusts him; so do many Japanese, and possibly the Berlin...
...have access to raw materials (TIME, Sept. 23, 1935). This sop the present British Foreign Secretary, Captain Anthony Eden, still keeps talking about from time to time. Meanwhile Sam Hoare has become First Lord to make the British Admiralty so strong that London will no longer have to soft-soap Berlin. Last week the distinctly pro soft-soap Times of London almost lost patience on reading the Nürnberg Proclamation, grumbled: "Germany, after all, appealed to the sword in 1914, and as a consequence lost her colonies...
Next job for Minister Eden was to soft-soap Premier Mussolini, clarify his country's position. To that end smooth Mr. Eden trickled down to Rome, turned on his charm. Il Duce likewise turned on his charm, with the result that their conversation was marked by a cordiality quite removed from the slight frigidity which attended Mr. Eden's explanations to France. Reserving most of his diplomatic honey for a second conversation to be held next day, Mr. Eden nevertheless found time in two hours to assure Signor Mussolini that Britain would make no further bilateral agreements with...
...That submarines be abolished (proposed by the U. S. and Britain with the covert hostility of Japan and other nations). Realistic, the Japanese attitude was to soft-soap everyone and let the Conference drag on for as long as the white men liked?months, years, or an even longer period which seemed to be envisioned by Japanese Delegate Tsuneo Matsudaira (the father-in-law of Japan's Crown Prince) in these words: "When all nations sincerely desire to become good and trusted friends, when all nations are prepared to discharge faithfully their domestic and international responsibilities, when all nations feel...