Word: soft
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Dates: during 1950-1959
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Senator Joseph McCarthy, the paunch-and-jowly look gone, his face pale, eyes gentle, and the familiar roar replaced by soft, conciliatory words, said he had lost 41 Ibs. Present occupation: writing a book on the origins of the (1937-45') war between China and Japan...
...Manhattan's Basin Street last week, Don Elliott was so versatile that he sometimes seemed like a case of musical split personality. When he played It Might as Well Be Spring, he played the trumpet with a soft, low, fuzzy tone and a stammering swing that was as intimate as if he were whispering into a pretty ear. When he played Moonlight in Vermont, he played the vibraphone with soft-headed sticks, rolling out arpeggios as pretty and cottony as a cumulus cloud. When he played Makin' Whoopee, he played...
Some admen contend that the soft-sell approach can succeed only in limited luxury-class markets, that keenly competitive mass-marketed goods still demand fact-filled, reason-why copy. Says an old Madison Avenue slogan: "The more you tell, the more you sell." On the other hand, understated advertising has successfully sold many items, from dogfood to diapers, in mass-market fields where there is little discernible difference between competing products. Instead of lecturing readers on engine-ping, Standard Oil Co. (Ohio) diverts them with spaceship cartoons. George Gobel's fey, sophisticated humor has helped to build Dial soap...
...some admen still resist "smart" advertising is that it takes greater imagination and patience to captivate a customer than to clobber him. Even David Ogilvy, who dreamed up the Hathaway Shirt and Schweppes campaigns, was unable to work out a successful offbeat formula for Rinso. At times the determinedly soft-sell ads turn out merely limp. Nevertheless, some of the loudest drumbeaters in U.S. advertising have learned lessons from the velvet-voiced sophisticates. The work of top artists and crack color photographers is being used to a far greater extent than ten years ago-if only to dramatize...
...caps in 1932 to more than 42 million in 1955. Caps with Arabic lettering went to a milk company in Beirut, Lebanon. Caps with "Pida Pepsi'' and "Quaker Oats, Mucha Nutricion a Poco Costo" went to Mexico. Caps went to fruit peddlers in Vicenza, Italy, to soft-drink vendors in Caracas, Venezuela, to pickle packers in Pittsburgh...