Word: wider
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Does soft-selling sell? Manhattan's McCann-Erickson Inc., after spending $3,000,000 on a study of consumer psychology, now makes wider use of "situational" salesmanship aimed at creating soft-sell personality for the products it advertises. A recent consumer poll established that the average reader finds bragging headlines only 60% as effective as the copy that cajoles or informs. Says a veteran agency executive: "The kid glove can also pack a brick...
Zippers & Telephones. The wider interests of the Lancet's current editor, Dr. T. F. Fox−a medical-school graduate but never a practicing physician−are reflected in such salty recent discussions as the effects of contraception on the national IQ, the dangers of infection from public telephones and the obsoleteness of bedpans (the Lancet favors mobile bedside commodes). In essays from subscribers ("Peripatetic Correspondents"), the Lancet is likely to wander into even more esoteric fields. Recent correspondents discussed jammed zippers on men's trousers, the moral rights of physicians to evade traffic rules, the hazards...
...AUTOS will ride on smaller tires as all Big Three plus American Motors switch from the 15-in. wheel to 14-in. Chief reason: trend to lower cars, which will see some '57 models dropped more than 5 in. from '56. New tires will be 17% wider than present models so more tire will touch road, provide more traction...
This week Ludwig's 84,730-ton Universe Leader will go down the ways at Kure, Japan, where Ludwig has turned out more than half a million tons of shipping since he leased the former Imperial Navy Yard in 1951. Six feet wider than the Queen Elizabeth, the Universe Leader will be able to haul more than enough gasoline in one trip to fill the tanks of every General Motors car produced in the first six months...
...hopped-up, overpowered prototypes were allowed in last week's race. Bodies had to be wider; full windshields were required. But the real clincher was the new gas ration: with tanks holding no more than 34⅓ gals., cars were to race at least 34 laps (about 292 miles) before refueling. No longer could a competitor ram his throttle to the floor and ride; now drivers would have to nurse their fuel with the kind of careful racing that keeps gas consumption relatively low and speed records even lower...