Word: ad
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Dates: during 1950-1959
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...then, as an epitaph for this 86th "Vendetta" Congress that at a time when foreign nations, both infant and aged, sought for some cynosure, this Congress was noted for the elevation of personal grudges, the exemplification of the unworthy argumentum ad hominem, far above any rational, sensitive investigation...
Semi-Soft Sell. In Columbus, the Dispatch ran an ad for the movie, The Story of Life: "Mothers, bring your daughters. Fathers, bring your sons. It frankly answers their every curious question! Recommended for adults only...
...decorated inner dome will remain in place). Their final answer was enough to make a sultan shudder: it is not gilt, or even silver wash, but a lightweight, gold-anodized aluminum shell (cost: $364,000). Too modern, cried some citizens; too ignoble, said others. "It will look like an ad for an orange drink." snapped one traditionalist. The builders pressed on with their work, hoping to have it finished this fall. Historians pointed out that the Caliph of Damascus had melted down 100,000 gold dinars to gild the original dome. The new aluminum one will look the same...
...more, for Atlantic, the "poetic license" that has given the weather bureau fits for years; not even any female forecasters. "Atlantic is in the service business, and in our service stations the customers deal with men," said Ad Director Dick Borden. "Naturally," he argued, in a massive non sequitur, "they would prefer to see men weathercasters on television." So Atlantic proposes to plug a new style: accurate, unadorned reporting. From now on, the company's meteorological M.C.s will show fog on their charts as = , drizzle will be , rain ∙, snow ∙, showers ∇, hail ∆, lightning ∠, thunderstorms...
Avoid "Janitor." Encyclopedic in managerial lore, Nickerson is perhaps most fascinating in discussing the semantics of the trade. In what might be called Nickerson's Law of Apartment Ad Copy, it turns out that "redecorated" and "spacious" will make a prospective tenant's mouth water more longingly than any other words. "Owner" is the O.K. word today for landlord ("The New Deal fostered a bitter reaction to 'Landlord' "). An accomplished owner delegates most of his work to his "manager" ("Avoid the word 'janitor' ... a higher-class manager can be hired by referring...