Word: uplifter
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...19th century-has largely disappeared from the pulpit-and so has most of the exhortatory preaching based on the "social gospel" that urged man to make God his partner in correcting economic and social evil. Even the familiar "life situation" sermon, with its emphasis upon individual moral uplift, is giving ground to a new and timely emphasis in Protestant oratory : theological exploration of the fundamental tenets of Christian doctrine...
There might have been great modern "prose tragedy," argues Steiner, if contemporary playwrights had modeled themselves on Ibsen and Chekhov. The weakness of this argument is that some did, without achieving any notably tragic vision. Shaw proved that there could be a laughing Ibsen, and wrote social-uplift comedies, while someone like Odets became the subway Chekhov, oozing lower-middle-class pathos...
There was a note of moral uplift in everything he wrote, and his friends often had a hard time eluding his efforts to improve them. Another critic wrote: "He has an unaffected natural talent for praising courage, chivalry and undemonstrativeness in words which inspire distaste for these good things. Have you never risen from a perusal of Mr. Davis on Chivalry with a determination never again, no matter how infirm the woman or how heavy-laden, to rise from your seat in the car for her sake...
...1930s, when fashions forsook the boyish look. Mr. Rosenthal designed the brassieres and Mrs. Rosenthal handled the sales and financing. Maidenform pioneered in mass production, time studies and special machinery to make brassieres. During World War II, recalls Mrs. Rosenthal, "we got priority because women workers who wore an uplift were less fatigued than others...
NOTHING gave Maidenform a better uplift than the launching of its famous "I dreamed" campaign in 1949. Dreamed up by a woman copywriter for a Manhattan ad firm (now Norman, Craig & Kummel), the ad drew little enthusiasm at first, even from Ida Rosenthal. It soon caught fire, despite protests that it was risque. "We love double meanings," says Beatrice Coleman, Mrs. Rosenthal's daughter and the firm's chief designer, "so long as the double meaning is decent." Maidenform now spends 10% of its sales on advertising, mostly on the "I dreamed" ads. "Let them go on dreaming...