Millions of dollars of free—though by no means favorable—publicity have made a household word out of a unique U.S. advertising invention called Brand X. Brand X in TV commercials is the com peting product that leaves tattletale grey, fails to keep a frothy head, or comes apart at the seams when tugged by two circus strong men. The ad industry has already run into trouble with the Federal Trade Commission for doctoring Brand X to ensure foolproof inferiority. Last week the inevitable happened: unable to resist the lure of all those free...

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