Word: whiter
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...scenario could have been plucked from a lachrymose soap opera. For years, the leading soapmakers-Procter & Gamble, Colgate Palmolive and Lever Bros.-successfully wooed the U.S. housewife. By concocting an endless variety of "new" ingredients to make her wash "whiter," "brighter" and "sparkling," they induced her to buy more than a billion dollars worth of detergents and "pre-soaks" annually. The courtship intensified in 1967, when the soapmen introduced wonder-cleaning enzymes with a splashy campaign. The enzymes were first promoted in "pre-soaks," in which they act the way stomach acids work on food, eating away hard-to-remove...
...Whose nerves were shaken and whose brain rattled? He had sort of curly hair which was whiter than blonde, but blonder than white...
...black man. "We can still usually tell what floor we are on in a corporation by the whiteness of it," he says. "In the basement, it might be all black; on the first floor, it's sort of polka dot. But as you go up, it gets whiter, and soon you get near the top, and except for that guard or receptionist out front you don't see many blacks." Certainly the union leaders have a point when they complain that integration is being forced on them while business has been slow to integrate its of fice staffs...
...nation's largest advertising agencies, Benton & Bowles normally turns its hand to things that are new or improved, whiter or brighter. But last week, in a pained full-page ad in the New York Times, the agency felt compelled to accentuate the abominable. The headline, over a list of Benton & Bowies' 801 Manhattan staffers, announced that "These are the people you haven't been able to reach at PLaza 8-6200." The ad went on to explain sarcastically that there had been "a little phone trouble," and concluded with an appeal to "keep those cards and letters...
...major private testing services disagree on the effectiveness of presoaks. Consumer Reports concluded that Biz and Axion did little better than regular detergents in removing many stains, but Consumer Bulletin found that the new products "can surely help turn out a brighter, whiter wash." To sift the various claims, the housewife would need the advice of a chemist. In any case, the onslaught of enzymes, by adding still another step-and another product-to the laundry process, makes her washday chores both longer and costlier...