Word: soft
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Dates: during 1960-1969
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...Designer Alexsandr Sergeevich Yakovlev, for whom earlier YAK planes were named. What he had in mind, said Yakovlev, was a replacement for the famous old DC-3. Yakovlev's workhorse jet has thick, high-lift wings, big flaps, a relatively slow cruising speed of 450 m.p.h. and fat, soft tires-enabling it to land on small unimproved dirt fields that cannot be used by other jets. At cruising altitude, one of the three jet engines can be throttled back to idling position and virtually closed down without contributing extra drag, thus saving fuel. For all of these reasons...
Another Candidate? A soft-spoken man who joined U.S. Steel in 1937 as an industrial engineer at its Youngstown, Ohio, works, Gott moved quickly through a host of managerial positions at other company plants before returning to Youngstown as general superintendent in 1951. Two years later, he assumed the first of several company-wide posts, became executive vice president for production...
...Gray Flannel Gal" and "The Wondrous World of W.R.G." Soon Sunday supplements, weeklies, even the prestige business magazines were weighing in with more talk about "the most talked-about agency." Last August Syndicated Fashion Columnist Eugenia Sheppard went so far as to coo that Mary Wells's "soft, thrilling voice makes the maddest ideas seem perfectly possible"-extravagant praise, since at the time W.R.G. had just begun to produce its first...
Other ads are following with the same soft sell, and winning genuine, though sometimes grudging admiration. Ned Doyle of Doyle Dane, which pioneered the style (Volkswagen, Avis) long ago, gives Mary Wells credit for being a "quite beautiful" ad woman ("Most of 'em look like haunted houses"). Recalling Mary's days at his shop, Doyle quickly adds that "everything she knows she learned here." Wherever she learned it, Mary Wells is surely one of the most successful graduates around...
...progress on the Belt was further along than most people in Cambridge realized. Cambridge was the only holdout, the last obstacle in the way of the completion of the project. In December, the formal plans for the Boston section of the highway would be announced. (Sargent was taking a "soft" line and trying to alter the DPW's image of constructing "inhuman" "ugly" highways; the DPW's plans for Boston included a 3000-foot tunnel through the Fenway district of the city and a tunnel under the Charles -- both significant concessions to complaints raised by private groups in the city...