Because most advertising men are hard-core optimists, they have been slow to acknowledge the sense of uncertainty spreading over the economy and the nation. But advertising must mirror the mood of its society, and the growing signs of caution among consumers have become too obvious for even the dream spinners of Madison Avenue to ignore. The result: while there is still an abundance of frilly, fun-slanted promotions, a new tone, faintly reminiscent of the Depression years, is creeping into more and more advertising. The trend is toward a fresh stress on value....
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