ADVERTISING: Legs and Significance

For two months, a series of witty, satiric advertisements in the New York Daily News has spoofed OPA, Congress, New Yorkers, columnists. They cracked wide open the mossy tradition that the annual $25,000,000 worth of newspaper amusement ads must consist of pictures of leggy girls, slambang adjectives, and must be keyed lower than the customer's coin pocket.

The chanticleer in question, it turned out last week, is hip-high Billy Rose, Broadway's No. 1 spectaclemaker. The ads he had written had expertly plugged Rose's garish red and gold Manhattan nightclub, the Diamond Horseshoe. But they had also tested out his theory that...