Word: ten-second
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...middle-aged woman told her husband, "That isn't very nice." The problem with this kind of humor isn't so much that it isn't nice, but that it isn't worth the extended treatment Groove Tube lavishes on it. A joke that is very funny in a ten-second quickie sequence can fade after twenty seconds, and be simply annoying after two minutes of development...
...spot shows Lloyd Bentsen Jr., the Democratic senatorial candidate, walking in the woods, informally dressed, chatting about why he wants to be a Senator. The man he is with says nothing; he was paid only to walk and listen. In New York, intimate close-ups in a series of ten-second spots work at two levels for Senator Charles Goodell, who is behind in the race. On the surface, they are intended simply to increase voter recognition. More important perhaps, the camera looks him full in the eye, close up, portraying him as an independent of firmly held, clear beliefs...
More than 75 oarsmen entered the competition, ?? of them from Harvard. The race itself is modeled after an English style of racing. Because most English rivers (and the Charles) are too narrow for all the entrants in each event to begin at the same time, the rowers start at ten-second intervals and race against the clock...
...surface. "Forty feet," called Aldrin, rattling off altitudes and rates of descent with crackling precision. "Things look good. Picking up some dust [stirred up on the surface by the blasting descent engine]. Faint shadow. Drifting to the right a little. Contact light! O.K. Engine stop." Armstrong quickly recited a ten-second check list of switches to turn off Then came the word that the world had been waiting...
Money over Matter. Not really. Truth is that while the Raiders scored their two decisive touchdowns, NBC was leading into Heidi with a six-second spot for NBC's Monday Night at the Movies, a 60-second commercial, a ten-second promotional blurb for local stations and a five-second dance by the NBC peacock-a full 81 seconds, all of them eminently cuttable. Charged the Miami Herald: "It was simply a case of money over matter." As one NBC vice president later confessed, the network had promised Timex, sponsor of Heidi, that the $850,000 special would draw...