Word: turning
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Dates: during 1950-1959
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...Suez crisis than Panama's pain in the pride (see above) was that Latin American oil suddenly took on new importance to the West. If turbulence stirred by Egypt's nationalization of the Suez Canal slows down the flow of Middle Eastern oil, Europe will have to turn to Latin America...
Zarchin estimates that he could purify up to 80% of the sea water that enters his apparatus, claims a $10 million plant could turn out 1,000 gals, of fresh water per hour for 2? a cubic meter, less than half the present cost of water in the Negev. Zarchin's lesson may be a major political development in the thirsty Middle East. Huddled over his books last week in a stuffy Tel Aviv hotel room, Zarchin had no doubt of the outcome. "You'll see," he said quietly. "I'm no nudnik...
...into light, forming an image of the page on the film. A four-man technical crew supervised by Timesman E. Clifton Daniel Jr. (Mrs. Margaret Truman Daniel served coffee and sandwiches) rushed to develop the negatives, sent them, still wet, to a photoengraver's. The photoengravings went in turn to a printing plant...
...thanks to Baron George Wrangell of the black eye patch, have been the Hathaway Shirt series; for a modest $300,000 in four years, Hathaway boosted sales more than 65%. Other companies have used sophisticated advertising to transform a product's personality. Since Philip Morris Inc. decided to turn ladylike Marlboro into a "heman" cigarette, its ads have centered on a succession of tattooed male smokers; the brand has in less than a year on the national market become the No. 3 U.S. filter-tip (after Winston, Viceroy...
...resist "smart" advertising is that it takes greater imagination and patience to captivate a customer than to clobber him. Even David Ogilvy, who dreamed up the Hathaway Shirt and Schweppes campaigns, was unable to work out a successful offbeat formula for Rinso. At times the determinedly soft-sell ads turn out merely limp. Nevertheless, some of the loudest drumbeaters in U.S. advertising have learned lessons from the velvet-voiced sophisticates. The work of top artists and crack color photographers is being used to a far greater extent than ten years ago-if only to dramatize the why-buy copy underneath...