Word: space
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Dates: during 1980-1989
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...last commercial-free frontier is about to be breached. When the first British-Soviet space mission blasts into orbit in 1991, the event will have all the advertising hoopla of the Super Bowl. Glavkosmos, the Soviet space agency, has hired Britain's Saatchi & Saatchi agency to package corporate sponsorships, similar to those sold for the Olympic Games. The marketing ploy could raise an estimated $26 million to help pay for the project. During the mission, two Soviet cosmonauts and the first ever British astronaut will spend a week aboard the Mir space station. Saatchi has already designed the joint project...
...multimillion-dollar fee, a corporate sponsor could get permission to use Juno's logo in its packaging and ads, possibly send company employees to the launching site and have its ads plastered on the Soyuz rocket and even the British astronaut's space suit. Says Saatchi spokesman Bill Jones: "If we are successful, this guy will go up looking like a racing driver...
...chief tangible benefit of missions that put people in space, however, is the publicity they attract. The sense of danger and excitement they create--however unnecessary--makes people feel good about them-selves and their country...
Furthermore, it is probably no accident that the president's chief rah-rah boy, Vice President J. Danforth Quayle himself, is reportedly the driving force urging Bush to return to space. Quayle, whose scientific background is questionable at best, has in the last year raised to new heights the dominance of image over substance in American politics...
...program that puts people in space may indeed have an important role to play in expanding our knowledge of the universe, one that warrants the huge expenditure it will require. But as it stands now, the United States and President Bush appear to be taking the wrong path and for all the wrong reasons...