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TIME: Almanac 1990
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1990 Time Magazine Compact Almanac, The (1991)(Time).iso
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time
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112089
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11208900.028
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1990-09-19
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BUSINESS, Page 76Business NotesADVERTISINGOne-Liners and Broken Taboos
He deadpanned nonstop alliterations into the phone as he
promoted an employee ("I'm putting you in charge of Pittsburgh,
Peter!") and closed a contract ("Dick, what's the deal with the
deal?"). The 1982 Federal Express commercial featuring the
fast-talking Mr. Spleen struck a chord in frantic managers
everywhere. Last week it was rated the best ad of the 1980s in a
Top Ten list compiled by the One Club, an industry group.
The judges looked for ads that broke new ground. The Ally &
Gargano agency's Federal Express ad shattered taboos against making
fun of the customer. One runner-up, adman Hal Riney's first Bartles
& Jaymes wine-cooler commercial, scored with tongue-in-cheek
humility. Another winner, Wendy's 1984 "Where's the Beef?'" slogan,
created by Dancer-Fitzgerald-Sample, became a political zinger in
the hands of Walter Mondale. But as the 1984 election proved, even
advertising has its limits.