Business: Two Campaigns

Advertising men last week viewed two big new campaigns, chuckled over the superb slyness of one, pondered the astuteness of the other. Both were variants of testimonial advertising, but if the two should be judged for originality, the prize would go to Ex-Lax Manufacturing Co., not American Tobacco Co.

Ex-Lax. After a few test runs in daily papers, last week Ex-Lax ("the safe laxative that tastes like chocolate") advertising was started on a national magazine campaign. Simple in form, it consisted of an endorsement, a picture of...

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