Word: soft
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Dates: during 1960-1969
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...Cambodia, volatile Prince Norodom Sihanouk declared "civil war" on local Viet Minh and Communist infiltrators from Thailand, who are raising havoc in Battambang province, and accused the Communists of tying up with the subversive Thai Patriotic Front to cause trouble. Normally a soft-pedaler of anti-Communist alarm, Sihanouk finally seems to have, recognized the root of much of his trouble-at least until he changes his mind again. Already besieged by North Vietnamese troops who use his country as sanctuary, he now faces a second Communist threat. The Prince attacked the "global strategy of Asian Communism," crying...
...pitch is a pendulum swing from the 1950s, when the industry concentrated on "motivational research" and other client services, gave the actual ads secondary attention. The shift came as more and more companies set up marketing departments of their own and demanded that their agencies produce the appealing soft sell with which Doyle Dane Bernbach had done so much for such clients as Volkswagen and Avis. Today pioneering D.D.B. is looked upon as the patriarch of the new creatives; since 1958, it has increased its billings from $20 million to $228 million, and it still pays less than usual homage...
...played the karate expert Odd Job in Goldfinger. Seized with a coughing fit, he nearly chops down his house with involuntary hand swipes before a swig of Vick's Formula 44 cough medicine calms him down. Even Ted Bates & Co., perennial champion of the hard sell, is going soft. It has dropped the sledgehammer animations it long used to illustrate (and often give) headache pain, and has turned instead to mildly preposterous household scenes for its Anacin...
...from Wall Street, a relatively small mutual fund last year put some of the East's established giants to shame. Enterprise Fund of Los Angeles registered a 116.9% gain in net assets. Among the 20 best mutual-fund per formers for five years, Enterprise really started moving when soft-spoken Fred Carr, 36, took over its management in October 1966: under his guidance, the fund's assets have increased from less than $20 million to $250 million, and the value of a share has jumped from $3.77 to over...
...bestselling candy bars, Hershey has operated almost always at capacity and almost never with advertising. Founder Hershey's only concession to promotion was to turn over empty Hershey wrappers he spotted on the ground so that the brand name would show. His successors have also stuck to the soft sell. Their major promotion is openhanded hospitality to the 700,000 tourists a year who trek to Hershey, Pa.-"the town that chocolate built"- to smell the cocoa-scented air, photograph one another under the street sign at the Chocolate-Cocoa Avenue intersection, admire street lamps shaped like Hershey kisses...