Going After the Mightiest Market

Madison Avenue aims anew at the baby-boom generation

Almost any night on prime-time television, Yankee Pitcher "Goose" Gossage, 30, urges adults to "take a powder" with Johnson's baby powder, and Annette Funicello, 38, the onetime Mouseketeer who frolicked in the beach-blanket movies of the early 1960s, plugs the virtues of Skippy peanut butter. In radio commercials, Peek Freans are presented as a "serious cookie" too good to "waste on children," and jeansmaker Levi Strauss & Co. promotes its Levi's for Men line of pants by promising "the comfort you loved as a boy, the...

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