Word: logic
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Dates: during 1990-1990
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...logic of putting both men on the ballot was based on the assumption that Hurd, a Tory moderate, and Major, a loyal Thatcherite, could together siphon off more votes from Heseltine than either man alone. By early last week the momentum began to swing to Major, who appealed to younger M.P.s, hard-core Thatcherites, many moderates and right-wingers who considered Heseltine a traitor for precipitating the worst party crisis in 15 years. Also working against Heseltine was the fact that some M.P.s considered the millionaire publisher too flamboyant to be Prime Minister...
...little land mines, a blowtorch becomes a flamethrower, and a hot iron is transformed into a ballistic missile. Home Alone director Chris Columbus notes that all the dirty tricks can be rigged up by a 10-year- old with simple household supplies, and all have what he calls "kid logic...
...great American consensus on the gulf is a chorus of calls for a "national debate." Fair enough. Congress and the public have every right to insist that the Administration justify the risks it is asking its citizens to run. But criticism of policy should meet the same standards of logic and efficacy as policy itself. So far, what the Administration is doing makes more sense than most of what its critics are saying...
Gimmicks are a must. Mailings often include stickers or buttons to "involve" the consumer. "It starts to reduce the amount of logic readers use," explains Kikoler. "They tend to become more childlike." Katie Muldoon, president of HDM Muldoon, a New York City direct-marketing agency, has discovered that an offer to cut prices 50% works better than a 65% discount, which consumers consider too good to be true. Disabled American Veterans has found that when gummed, individualized address labels are included, the response rate (35%) is almost twice that for mailings without stickers...
...these lines were harmony, variations on the main theme of the game. Some were jazz riffs, freestyle and whimsical. Some were just fanciful trills, exotic and occasionally atonal. They all went up on the board fast and furious, as patzers -- plodding amateurs -- like me struggled to follow the logic...