U.S. Business: Burning Bright

It may be the Year of the Dragon in the Orient, but along Madison Avenue 1964 has clearly become the Year of the Tiger. From elephants to foxes, animals have long helped admen to peddle their wares, but the tiger has roared onto the advertising scene with irresistible force, turning up as a prop for everything from rented autos to hair oil. Says Martin Baker, an account executive for Doyle Dane Bernbach: "It's almost as if ads are giving up sex for tigers."

Humble Oil is pushing its gasoline sales with pictures of a huge...

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