Word: builders
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Dates: during 1950-1959
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Hurrah for Builder Milgram and Teacher Repsholdt, who advocated the integrated housing development in Chicago's Deerfield...
...River is dominated by one of the piers for the since-completed Fort Pitt Bridge. The pier has the quality of an ancient monument, and perhaps the giant Negro who helped build it is descended from a builder of the Pyramids. His handshake sets the theme for the whole: friendship, love and earned reward. It is a surprisingly happy picture for Koerner, but more important is the fact that in an age when few even try to paint deep space, he has painted it so well as to bring even the most reluctant viewer straight inside the picture...
Already convinced that "the most important thing of all is salesmanship," Eaton rushed right home and set down The Builder's Creed: "I believe in a happy Eternal Life ... in a Christ that smiles and loves you and me, [in] an immense Endowment Care Fund ... to care for and perpetuate this Garden of Memory." The Creed, combined with a pay-now-die-later arrangement soothingly described as a Before Need Plan, boosted plot sales by 250% in the first year...
Selling Immortality. Next came "shock tactics," a series of suave radio commercials about what Eaton later called "the one purchase everybody has to make." Next, the builder boosted sales by offering waterproof, fireproof, wormproof and even quakeproof vaults. Every morning he called his salesmen together and started the day with a prayer and a pep talk. They must always remember, he told them, that they were selling immortality...
...Biographer St. Johns reports, Builder Eaton still has one foot in the graveyard. He takes a paternal interest in some 900 well-paid employees and issues periodic denunciations of other cemeteries, which, as a Forest Lawn Art Guide once put it, "cry out men's utter hopelessness in the face of death." To this statement Novelist Waugh somewhat tartly replied that "by far the commonest feature of other graveyards is still the Cross, a symbol in which previous generations have found more Life and Hope than in the most elaborately watered evergreen shrub...