ADVERTISING: Be Happy . . .

In the depression '30s, according to a popular bit of advertising folklore, a mysterious stranger walked into the Manhattan office of American Tobacco Co. (Lucky Strike) and held out his hand to an executive. "In my hand," said the stranger, "I have four words written on a piece of paper. They are worth $10,000 to you." The executive looked at the paper and promptly paid $10,000 for the four words. The words: "Be Happy—Go Lucky."

But—still according to the legend—American Tobacco decided that it couldn't use the wonderful slogan after all. The slogan...

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