Word: totting
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Dates: during 1960-1969
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Fewer People, Better Paid. One reason they did is that, like their blue-chip clients, the big agencies have been able to take advantage of economies of size. "Bigness is really an asset," says Young & Rubicam President Stephen O. Frankfurt. All are using computers, which not only tot up possible profits but also give a broad idea of agency problems. With the help of the expensive computers, and with payrolls representing 70% of total expense, the agencies have been able to cut back on clerical help and thus reduce such other overhead as floor space. As a result, they have...
...typification of the TV tot, Video Boy was raised by an electronic baby sitter. The first word he uttered was "Colgate"; the first phrase he learned to read was "The End." When he puts on his raincoat, he becomes a secret agent. When his mother presses him to finish his carrots, he mutters "it's clobberin' time" just like The Thing. When Dad takes over the set to watch football, he and his sister play Dating Game with her dolls. He doesn't climb trees; he watches Tarzan do it. At three, he spends five hours...
...bung and inspire a steady round of wassails. In a single month, the nation's drinkers buy an eighth part of their annual supply, some of it to give but a good share of it to consume. This year, December's national bill, for spirits alone, will tot up to a staggering $1.1 billion...
...thus handle, their inchoate feelings. It seldom pays to condemn or reason with an angry child; strong feelings vanish not by fiat but rather by the clarification that occurs in a child's mind when a parent "mirrors" or states his problems for him. To spank a tot who says, "I hate you," is to store up his anger that will augment future misbehavior. A skillful mother listens, says, "I know just how you feel," and the child's feeling that someone understands shrinks the anger to a size that he himself can subdue. Reassurance rather than reprimand...
Ford engineers have tested the device extensively on their own children and claim that the kids ride contentedly for as long as four hours at a time. The Tot Guard will be available at Ford dealers next month...