ADVERTISING,SHIPPING,SHOES: Home-Front Horror

ADVERTISING

The editor of Printers’ Ink cringed last week from the word Yummy. He had been seeing it in numerous advertisements: Wheatena was simply yummy; Peter Pan Peanut Butter was plenty yummy; dresses and sweaters were coming in yummy colors. Sighed the editor: “Yummy is … seldom, if ever, employed by males over six. . . . The yummy vogue traces to the current influx of feminine copywriters, is one of the home-front horrors of war which must be borne as philosophically as possible.”