Word: used
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Dates: during 1960-1969
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...once extremely wealthy and good is impossible." And it goes right on. Oh well, I suppose the public has a point with all our freedom from midnight money worries, fears of being fired and yearnings for unreachable possessions, why don't we wealthy ones make better use of our lives? Some of us do like the Kennedys and the Rockefellers but most of us are just as confused as anybody else. Maybe more so: listen to what a lady I know told me about her good friend Gianni Agnelli, the Italian motor magnate. "When he even fleetingly wants something...
...pleasures of wanting. The only point of having money is the freedom it gives you to sharpen your desires to learn more, help more, play more, enjoy more, and make life even more extraordinary than it is anyway. Certainly money can buy happiness; the secret is how to use it. I trust you will use yours well. And if you find some good new way teach us. God knows we need...
...greying couple as they rummage through old snapshots. Says Adman David Ogilvy: "The consumer isn't a moron she is your wife." Adwoman Mary Wells, president of Wells, Rich, Greene, sounds the credo of the new uncommercial makers: "You have to talk person to person with people, use people words and people terms. You have to touch them, show humanness and warmth, charm them with funny vignettes. You have to make them feel good about a product so they'll love...
Actually, most admen use this sort of motivational psychology the way Roman emperors used auguries or modern politicians use religion: they don't necessarily believe in all that stuff, but they invoke it when it seems useful. Often motivational research merely boils down to an inspired hunch. The elaborate process of commercial making begins in earnest with an agency brainstorming session (see box opposite). Once the slant of a campaign is determined, writers and artists then work up rough drawings of the ads in comic-strip form. Ideally, these "story boards" will have a "hooker opening" or an intriguing scene...
Bank charge-card schemes are also going international, enabling holders to use their cards when traveling abroad. Interbank, with Banco Nacional de Mexico S.A. already in the fold, hopes soon to sign up banks in Japan and Western Europe as well. Not to be outdone, BankAmericard has gone into a joint credit-card venture with Barclays Bank Ltd. in Britain, Sumitomo Bank in Japan and four banks in Canada. BankAmericard is already interchangeable with Barclaycard and Sumitomo card, and next month the Canadian banks will join the system with their own Chargex card. So that merchants in the four countries...