ADVERTISING: Huckster Shuckers

Nothing makes U.S. admen wince more than the huckster label which Adman-Novelist Frederic Wakeman hung on them like an albatross six years ago. Even Tide, an advertising trade paper, has often used the term. But in a recent editorial, Tide said it was doing its best to strike the offending word from its copy, sermonized that admen should help banish the term by not acting like hucksters.

In Tide last week, President Arnold R. Deutsch of Manhattan's Deutsch & Shea agency praised the magazine's "right note on the subject of 'hucksters.' " Richard L. Scheidker, of the American Association...

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