Monday, August 27, 2018

John Doyle writes


I love the phrase Ibid,
it sounds like someone who knew someone in college
who spent two consecutive terms as state senator,
who has leather patches on their elbows and
smells of tobacco.
I bet they drive a Volkswagen Beetle, and spend their summers in Cape Cod - sons Scott and Jody
greet old gents who pass;
a beautiful word, ibid, makes me feel really warm - my nostrils milked in 1950s tobacco
 Personalized Wedding or Anniversary Sign, VW Kombi at the beach. From
 -- Kirsten English

1 comment:

  1. "Ibid." is an abbrevation for the Latin "ibidem" (in the same place), commonly used in an endnote, footnote, bibliography citation, or scholarly reference to refer to the source cited in the preceding note or list item. (When I was very young I almost figured out its usage, but not quite. I knew it referred to a source but was frustrated that I could not find an "Ibid" work in my library. I thought it must contain everything!)

    Cape Cod, in the southeastern corner of the American state of Massachusetts, is a popular tourist attraction due to its ample, easily accessible beaches (559.6 miles [900.6 km]), including more than 60 public beaches. It is also globally known for its sport fishing. It became a summer haven for city dwellers beginning late in the 19th century, when improved rail transportation easy for Bostonians, and in the early 20th century, the mercantile elite built many large, shingled "cottages" along Buzzards Bay. It gives its name to Cape Codder cocktails made with vodka and cranberry juice which was invented in 1945 by the Ocean Spray cranberry grower's cooperative there, who called it the "Red Devil" until the 1960s. German automaker Volkswagen produced a 2-door, 5-passenger, rear-engine economy car between 1938 and 2003 which was popularly called the "Beetle" due to its shape. Its production was instigated by German fuehrer Adolf hitler, who mandated a cheap, simple car to be mass-produced for his new Autobahn road network, and Ferdinand Porsche finalized its design. Large scale production did not begin until after World War II in 1945, when it was marketed as the Volkswagen ("people's car"). Its factory, in Wolfsburg, Niedersachsen, was under British military control, but no car maker was interested in it; "the vehicle does not meet the fundamental technical requirement of a motor-car… it is quite unattractive to the average buyer… To build the car commercially would be a completely uneconomic enterprise." However, the British Army ordered thousands of them, and when former Opel manager Heinz Nordhoff took over the factory in 1949 he boosted sales, turning out the millionth vehicle in 1955. Also in 1949 William Bernbach, Ned Doyle, and Maxwell Dane formed the Doyle Dane Bernbach advertising agency in New York. Bernbach's strategy was to create and nurture loyal customers as brand ambassadors. Since VW's 1960 advertising budget was only $800,00, DDB developed an inexpensive campaign that relied on irreverence and humor; it used unretouched black-and-white photos, with a subdued logo and sometimes no slogan. Each Volkswagen ad was designed as a stand-alone pitch, without addressing all aspects of the automobile. When slogans were used, they often struck a cool, contrarian attitude; its "Think Small" campaign was named the all-time top in 1999 by "Advertising Age." DDB also introduced the use of "lemon" to describe a poor-quality car (and, eventually, any bad situation or product): "We pluck the lemons, you get the plums." Other ads proclaimed, "Presenting America's slowest fastback," "It makes your house look bigger," "And if you run out of gas, it's easy to push," and "The Volkswagen Theory of Evolution" which showed unchanged models from 1949 to 1963. The car company's greatest sales growth in North America was between 1960 and 1965, but the Beetle was increasingly faced with stiff competition from more modern designs, and its popularity began to decline.


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