ADVERTISING: Bates's Bait

More in anger than in wisdom, Chairman Rosser Reeves, 49, of Ted Bates & Co., took pen in hand and wrote one of the most remarkable ads in recent years. Splashed full page in seven major newspapers last week at a cost of $23,574, it was Reeves's rebuttal to Federal Trade Commission charges that his agency had deceived TV viewers by shaving phony sandpaper in commercials for Colgate-Palmolive's Rapid Shave and by doctoring Standard Brands' Blue Bonnet Margarine with liquid drops that were billed as "flavor gems" (TIME, Jan. 25). Reeves's ad was addressed, in 84-point bold type, to Earl...

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