Word: resistive
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...reason why some admen still resist "smart" advertising is that it takes greater imagination and patience to captivate a customer than to clobber him. Even David Ogilvy, who dreamed up the Hathaway Shirt and Schweppes campaigns, was unable to work out a successful offbeat formula for Rinso. At times the determinedly soft-sell ads turn out merely limp. Nevertheless, some of the loudest drumbeaters in U.S. advertising have learned lessons from the velvet-voiced sophisticates. The work of top artists and crack color photographers is being used to a far greater extent than ten years ago-if only to dramatize...
...conceded, however, that ours is an age of consolidation rather than of great innovation and claimed that this fact could not be blamed on the Little Magazine. "Our task today," he said, "is to keep the literary criteria going, to resist vulgarization on the one hand and academicization on the other...
...hands, the Socialists can block any rearmament move, make trouble for U.S. occupation forces. Already, in the flush of victory, they banged the drums of anti-U.S. feeling. Some Japanese papers have been playing up Okinawa horror tales of G.I.s raping little girls and beating up farmers who resist land requisition, and of the U.S. taking farmers' little plots to build golf courses and expensive lawns for American occupiers. Socialists even suggest that if the U.S. would only return Okinawa, Russia might be induced to hand back the Kuriles...
Unrestrained Fireball. Shooting it up to the proper height is not much of a problem, but no one knows how its nuclear warhead will behave when it is exploded in the near-vacuum of the upper atmosphere. With little air to resist its expansion, the unrestrained fireball may grow to enormous size. Atomic particles and radiation that are stopped by dense air may be flung far enough to do damage at a considerable distance...
...recent months, Radio Peking has dropped most of the insults ("running dog," etc.) in front of Chiang Kai-shek's name, now treats him as if he were merely a stubborn old fellow. But Chou could not resist a passing reference to Formosa's "dying gasp." Answered Nationalist China's Foreign Minister George K. C. Yeh: "Pure nonsense...