Softening a Starchy Image

A mustachioed little clown with an undersize jacket and oversize trousers to symbolize IBM's first computer aimed at the mass market? That hardly fits IBM's stuffy old image, but when the company needed an advertising campaign for its new personal computer 2½ years ago, it turned to one of the 20th century's most enduring and endearing characters: Charlie Chaplin's Tramp. Says Charles Pankenier, director of communications for the PC: "We were dealing with a whole new audience that never thought of IBM as a part of their lives." Industry insiders estimate that the...

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