Word: tagging
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Somewhere in the vast spaciousness of Salada company's Little Falls, N.Y. plant, sits Mr. Allan Bastes, the company's vice president in charge of marketing and a man who "always drives as if his children were in the other car." Bates must approve every "tag-line"--as they are known in the business--before it is realised to the masses. "The point," says the man behind the Weltanschauung is to be a little bit comical, and to use just plain old good common sense...
...more often, many critics claim, the lines offer the veritable propaganda of capitalism and that great American faith if you try hard enough, you will succeed. "In trying times try harder," one tag beckons. "A smooth sea never made a skillful sailor," another states...
Though today's tag lines--most of which are written by a Chicago advertising firm--are of a more traditional, fortune cookie vein ("People with clenched fists cannot shake hands"), they persist. Those who read them ought not to shun the cryptic messages, but should "be thankful for the opportunity to be thankful...
...usual when victims put a price tag on their pain, troubling questions arise. The problem is deeper than-just suspicion about the Garland's motives, though the protests that they sued for the gesture rather than the cash don't ring altogether true. What's harder to understand is the value that gesture can have when directed at a man already convicted, sentenced and serving time. In fact, the subtle distinction that saves the civil suit from constituting double jeopardy--that Herrin was convicted and jailed for murdering Bonnie, but sued and fined for causing her parents grief...
DIED. William Bernbach, 71, innovative Madison Avenue mogul who inspired the '60s and '70s trend to soft-sell advertising; of leukemia; in New York City. Bernbach preached that "honesty sells." Wit and incisiveness helped too with such campaign tag lines coined under his tutelage as "Think Small" (Volkswagen Beetles) and "We try harder because we're only No. 2" (Avis Rent A Car). His touch helped make Doyle Dane Bernbach, which he co-founded in 1949, the tenth largest ad agency, with $1.2 billion in billings...