Word: suasion
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Dates: during 1940-1949
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...over painstakingly until the client is satisfied. He also has an almost hypnotic power to impress, persuade and convince the toughest tycoon. Even the American Tobacco Co.'s late George Washington Hill, who used to frighten advertising men out of their wits, wilted under Loewy's gentle suasion. He paid him the whopping fee of $50,000 just for designing a new white package for Lucky Strike in 1942 ("Lucky Strike green has gone...
...Moral Suasion. New price controls were impractical now, he said. So were excess profits taxes. So were buyers' strikes. In answer to a question, he agreed that his only weapon was "moral suasion...
Then, with his ear cocked to the political front, he directed his "moral suasion" toward business. Business, he said, had wanted free enterprise. Now let's see them make it work. He went further. He hinted strongly that if business did not bring prices down, he would back Labor's demands for another round of wage boosts...
...fear more than the Colossus. He is, after all, our Colossus. Besides, if he becomes predatory, as he used to be, we now have the world organization to appeal to. Not that it will do much good-the Colossus has his veto. But there is the Assembly. And moral suasion. And in our little spats with each other, there is the Court...
Perhaps a handful of U.S. marines could capture the island. But the U.S. was still reluctant to win by force anything that might be won by suasion...