Word: vermouths
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Dates: during 1960-1969
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Perhaps surprisingly, a number of commercials did not prejudice the viewer irrevocably against their product. Martini & Rossi's ad was clever: a vermouth crate is shown aboard a heavily rolling ship. An arm comes out of the crate (one speculates vainly on why its owner is inside) and grabs for an M & R bottle that is sliding toward an open porthole. The viewer thinks the bottle will fall over board. It does, in some commercials; but sometimes the ad is shown with a happy ending. A cartoon for Puss 'n Boots cat food shows a little man eating...
...promising, now dribbling, minor publishing-house editor who is yet the big fish for a group of skimpy has-beens and pallid never-weres. There are William's dull mistresses, who have been more habit-forming than exhilarating; there is a culture-nibbling male spinster, a self-centered, vermouth-soggy ex-publisher. Dancing around William at birthdays and get-togethers, they bicker and collide, inflate their roles, deflate their rivals; while darting dandiacally in and out is a successful literary glamour boy, cruelly kind as he hurries off to grander feasts...
...tasty recipes. The Keyses do not eat "carving meat" - steaks, chops, roasts - more than three times a week, and a single entree normally is not repeated more than once every three weeks. For cocktails they have martinis or negronis (¼ gin, ¼ Campari bitters, ¼ sweet or dry vermouth, ¼ soda water, over ice in an old-fashioned glass). The typical Keys dinner contains 1,000 calories, only 20% of which come from fats of any kind, 5% from saturated fats. A sample menu: pasta al brodo (turkey broth with noodles), veal scallopine a la Marsala, fresh green beans, homemade...
...fulcrum of this wry comedy of commuterland. In establishing squatter's rights on the Peter De Vries-John Cheever territory. Author Roswell G. Ham Jr. (Fish Flying Through Air) is a trifle unsure of himself, but he has some of the same deft flair for eyedropping vermouth into the suburban martini...
...there were 150 inquiries from adventurous yachtsmen as far away as California, and hungry would-be sponsors clamored for a slice of the publicity pie. RCA offered radios, Autolite supplied batteries, and Plymouth Gin solicitously insisted on stocking each boat with a "survival kit"-one part gin, one part vermouth, and a guide to martini mixing...