ADVERTISING: World's Champion Clich

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What is the world's champion advertising cliche? To find out, Frank H. Fayant, an early Lord & Thomas partner whose retirement in 1932 has given him time to mull, skimmed through magazines and newspapers. His prize cliché: the phrase claiming world supremacy. In Tide last week, he listed 52. Among them: "World's most widely used sound-conditioning materials" (Celotex); "World's most personal fountain pen" (Ester-brook); "World's greatest show of guaranteed values for home" (Fruit of the Loom); "World's only vacuum cleaner that cleans four ways at once" (Lewyt); "World's most advanced refining developments" (Mobilgas); "World's largest cordage laboratory" (Plymouth); "World's largest-selling denture cleaner" (Poli-dent); "World's strongest folding chair" (Samsonite); "World's thinnest electric shaver" (Schick).

And, said Fayant, "I wrote one of 'em myself"—"World's most famous train" (20th Century Limited).