Word: toning
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Dates: during 1960-1969
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Girl-to-Girl Tone. When Papert, Koenig, Lois Inc., a Manhattan ad agency, first got the assignment to handle Pristeen, a group of male copywriters went to work, but their efforts did not quite capture the right girl-to-girl tone. The agency then turned to Peggy Prag, a late-thirtyish creative supervisor who spent six months devising the current approach. Though she found that she could "discuss the vaginal area just like automobiles or detergents" in agency conferences, her own copy clung to euphemisms, at least at first. Market research, including a nationwide survey of 1,200 women, showed...
...using the psychoanalytic monologue as a literary device, Roth has achieved an individuality of tone and gesture and a retrieval of detail that transform his characters into super-stereotypes, well suited for this age of exaggeration. Sophie and Jack Portnoy are pop Jewish parents; the Monkey is the apotheosis of the contemporary Id Girl; and Portnoy embodies not only the tics of a man trying to disentangle himself from his background, but also the latent fear of the liberal humanist that he may find himself out. It is no small concern to the Assistant Commissioner of Human Opportunity, champion...
...Viet Nam, an initial canvass of Government departments produced no very deep insights for the NSC. Therefore Kissinger's staff sent out a new request, National Security Council Memorandum No. 1, which posed about three dozen questions, some of them exhaustively detailed. The tone of the query was skeptical. Consequently, those in the bureaucracy who are relatively optimistic about the state of the war were upset. For others, who believe the war effort is still going badly and that the Saigon government's position is not improving as it should, it was a welcome opportunity to get their view...
...that he had a "fascination with the news," noting that he had three television screens in front of his desk, wire service machines behind it. Nixon has had them all moved out, but even so Johnson seems to foresee that the new President will also be affected by the tone of the news. He begs the press to treat Presidents more evenly-"instead of on a roller coaster that carried them from unreasonable heights at the beginning of their tenure to unreasonable depths once the honeymoon was over...
Editor Thomas McCormack asked his contributors for a "craftsman's journal" telling how one of their books came to be written. The answers range widely in tone and intent. In discussing The Rector of Justin, Louis Auchincloss, a New York aristocrat and a practicing attorney, makes novel writing sound only slightly more difficult than drawing a will. He acknowledges the existence of problems and flounderings, but they all seem to succumb to his analytic brain. In addition, he appears to know just where he stands: "I am neither a satirist nor a cheerleader," he says with cool assurance...