Magazine content is available exclusively for TIME subscribers.ADVERTISING: How to Be Attuned
In the ad agencies along Manhattan's Madison Avenue, the true test of a huckster's sincerity is the way he speaks the language. But it is not the English language as most people know it: it is the adman's jargon, which changes as fast as a sponsor's mind when the Hooperating slumps. An adman who wants to keep "with it" must change his vocabulary almost every week. Otherwise, he simply will not be considered an "acute citizen"; he just won't be "attuned." Last week the acute citizen had some sharp new phrases:
The office,...
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