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317:, was "friendly and accessible". It frequently out-sold Post, which according to her biographer Laura Claridge made Post quite furious that "a teenage daughter of Jewish immigrants would dare write a book about etiquette". Post's publisher in their ads emphasized the relative authority Post had to "share precious knowledge" to which she had unique access because of her position in society. By 1923 ads for Post's book were making pointed comparisons about the appeal-to-fear nature of the advertising for Eichler's book: "Friendly Example – Not Ridicule".
33:
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246:"capsulized a common and embarrassing situation." "The chicken-salad girl" became a national reference point. Schwab in 1962 noted that the ad's headline was still being quoted and along with other headlines from the campaign had entered everyday language. Examples include those from other ads created by Eichler such as: "What's Wrong in This Picture?" (a phrase
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279:, which followed a young and socially inept couple as they attempted to impress neighbors, employers, and others but inevitably embarrassed themselves due to their lack of knowledge of social norms. The book appealed to "those who aspired to the middle class after World War I" and in particular new immigrants. The original
250:
credited her with coining), "Why I Cried After the
Ceremony", "May She Invite Him into the House?", "She Ordered Filet Mignon and She Thought it was Fish", and "Suppose This Happened on Your Wedding Day?" Accompanying illustrations emphasized the embarrassment of those being portrayed. The campaigns
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was published as a gold-edged double volume set and sold more than two million copies at $ 1.98 each. Eichler produced a revised edition in 1925; although advertising was discontinued approximately in 1939, by 1949 a $ 1 edition was still generating 2,000 sales per month. By 1959 the newest edition
200:, whose ads during the time she worked on the account pivoted the brand's approach to selling the stir-in vitamin supplement from focusing on "images of children spotlighted in sunshine" to ads in which mothers suffered social embarrassment because their malnourished children misbehaved in public.
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in its dozens of editions from the first in 1949 through the most recent in 2013. The advertisement portrayed the plight of a young woman who, on a date with a man she wants to impress, doesn't know how to order dinner in a fancy restaurant, which Victor Schwab said was effective because it
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Doubleday realized that the success of the marketing campaign itself meant there was a market for an etiquette book and reasoned that if
Eichler's ad copy could sell the book, then she might be good enough to rewrite the book herself. She wrote it in two months after working hours.
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If you were a guest at dinner and you overturned a cup of coffee, what would you do? Would you turn to the hostess and say, 'I beg your pardon'? Would you offer your apologies to the entire company? Would you ignore the incident completely? Which is the correct thing to
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by Emily Holt. Eichler created an ad showing a guest spilling coffee on the host's tablecloth with the caption, "Has this ever happened to you?" and continued with text designed to appeal to innate insecurities about social embarrassment:
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One reviewer of a revised version in 1949 warned those who might be "clinging to an old-fashioned rule or two that might mark you as a fussbudget, vintage 1931" that they might update their manners by reading
Eichler's newly updated
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Lillian
Eichler Watson was born in 1901 or 1902. She had an older sister and brother, Charlotte and Sidney, and two younger brothers, Alfred, seven years younger and Julian. She attended
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By 1935 at the age of 32 she was training her brother Alfred to take over her accounts to allow her to become
Ruthrauff & Ryan's "idea man" for the agency's entire client list.
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Her campaign was so successful that the inventory was sold quickly, but the books themselves contained archaic advice, illustrations, and language and most were quickly returned.
356:(co-edited by Eichler) said 'Again She Orders..."A Chicken Salad Please"' had "paved the way for Emily Post, and helped raise the general level of culture in this country."
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in 1919 while in her teens, with help from a family connection. They at first told her that they didn't hire women or Jews, but they were impressed by her portfolio.
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laundry soap and creating the popular Rinso jingle ("Rinso white, Rinso white, happy little washday song"). Eichler wrote copy for Rinso for approximately ten years.
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A young man (incorrectly) walks between two women on the street. A woman passerby stares back (also incorrectly) at his gaffe.
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Eichler married Tobias F. Watson in 1928 and had two children. In 1941, she and Watson built a 20-room Tudor-styled house in
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Not having enough money to go to college, Eichler was hired by the "large and important" Manhattan advertising agency
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For
Ruthrauff & Ryan she also did a series of ads for Lifebuoy soap that focussed on another source of anxiety,
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Her first etiquette book became "the first really successful book on etiquette" in the United States, according to
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985:"Etiquette: In 1949, it rejects customs that are out of date, bases behavior on a foundation of common sense"
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Eichler-Watson continued to update her etiquette books with several new editions over the next thirty years.
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108:(1901/1902 – June 25, 1979) was an American advertising copywriter and author of bestselling books of
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Claridge called
Eichler "without a doubt the great forgotten figure in American manners." The 1941
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was according to
Watkins, "still selling nearly as briskly in bookstores as it once sold by mail."
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The book became "the first really successful book on etiquette" in the United States, according to
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The campaigns she wrote for her first etiquette book were "the direct inspiration" of the
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and the two alternated for books with top sales positions. Whereas Post's 1921 book,
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920:
How to Write a Good Ad – Masters of
Marketing Secrets: A Short Course In Copywriting
1204:"Charles Dickens : An appreciation of his books and a guide to their reading"
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magazine. Eichler became the bestselling author in the United States at the time.
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Lillian
Eichler Watson's Standard Book of Letter Writing and Correct Social Forms
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seemed formal and detached, Eichler's book, as described by literary critic
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In the mid-twenties, Eichler was doing a weekly 10-minute radio show on
1478:"Memories of a Mansion: Meet to Lament Loss of Home in Jackson Heights"
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116:, published in 1921 and for which she created the advertising campaign
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Learning how to behave: a historical study of American etiquette books
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magazine. Eichler became the bestselling author in the United States.
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Burtt, Harold E.; Lowen, Walter A.; Watson, Lillian Eichler (1941).
665:(1st ed.). New York: Random House. pp. 246, 262–265, 279.
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Emily Post: Daughter of the Gilded Age, Mistress of American Manners
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Advertising the American Dream: Making Way for Modernity, 1920-1940
138:
She obtained a job interview with the Manhattan advertising agency
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The 100 greatest advertisements: who wrote them and what they did
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The 100 Greatest Advertisements: Who Wrote Them and What They Did
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The 100 greatest advertisements, who wrote them and what they did
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Eichler Watson's well-known 1921 ad, which she wrote for her own
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Among her first assignments was writing the advertising copy for
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How to write a good advertisement: a short course in copywriting
1192:. Doubleday, Page & Company – via Internet Archive.
965:. No. Hollywood, Calif.: Wilshire Book Co. pp. 75, 162.
786:. New York; London: Dover : Constable. pp. 67, 81.
362:
in 1935 said she had "made the country etiquette-conscious".
1402:"Treasury of Stories and Poems Helps People Help Themselves"
309:
Etiquette in Society, in Business, in Politics, and at Home
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Eichler continued to write advertising copy, including for
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One of the agency's new clients was the publishing company
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Many of Eichler's ad campaigns targeted social anxiety.
917:
Worstell, Robert C.; Schwab, Victor O. (May 30, 2014).
881:
Ad Women: How They Impact What We Need, Want, and Buy
854:. University of California Press. pp. 308–309+.
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Eichler also wrote other nonfiction and fiction. Her
551:Caroll, Sydney (March 9, 1939). "Inside New York".
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1082:"How to Get a Job and Win Success in Advertising"
369:style of advertising that dominated the 1920s.
354:How to Get a Job and Win Success in Advertising
255:style of advertising that dominated the 1920s.
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750:(2nd ed.). New York: Dover Publications.
1188:Watson, Lillian Eichler (December 27, 1926).
8:
239:Again She Orders..."A Chicken Salad, Please"
118:Again She Orders..."A Chicken Salad, Please"
1400:Williams, Emma Inman (September 30, 1951).
599:. New York: Moore Pub. Co. pp. 66–67.
1065:: CS1 maint: location missing publisher (
31:
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18:American author and advertising copywriter
1190:"Well-bred English / by Lillian Eichler"
848:Marchand, Roland (September 16, 1985).
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302:Eichler's books competed with those by
1490:from the original on December 26, 2021
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1324:Eichler, Lillian (December 27, 1966).
1291:Rockwell, Sandra (September 1, 1968).
1272:from the original on February 20, 2022
1247:Eichler, Lillian (December 27, 1924).
1228:from the original on December 26, 2021
1169:from the original on December 27, 2021
1159:Eichler, Lillian (December 27, 1924).
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937:from the original on February 12, 2022
898:from the original on February 12, 2022
829:from the original on February 24, 2022
815:Berchtold, William E. (January 1935).
718:from the original on February 25, 2022
706:. New York: Cooper Square Publishers.
611:from the original on February 12, 2022
507:from the original on February 24, 2022
493:Berchtold, William E. (January 1935).
1476:Hirshon, Nocholas (August 26, 2011).
1424:from the original on February 3, 2022
1305:from the original on February 3, 2022
1140:from the original on February 3, 2022
1022:American Niceness: A Cultural History
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997:from the original on February 3, 2022
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175:Everyman's Encyclopedia of Etiquette
1559:20th-century American women writers
1443:Hirshon, Nicholas (June 14, 2011).
1047:from the original on March 20, 2022
433:The Standard Book of Letter Writing
14:
884:. Prometheus Books. p. 112.
75:Author and advertising copywriter
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243:The 100 Greatest Advertisements
233:Eichler's 1921 revised version,
1162:Etiquette Problems in Pictures
1019:Bramen, Carrie Tirado (2017).
993:. March 13, 1949. p. 92.
782:Watkins, Julian Lewis (1959).
744:Watkins, Julian Lewis (2013).
593:Watkins, Julian Lewis (1949).
397:Etiquette Problems in Pictures
392:The Standard Book of Etiquette
297:The Standard Book of Etiquette
277:Etiquette Problems in Pictures
91:Dr. Tobias Watson MD (m. 1928)
1:
1251:– via Internet Archive.
66:Los Angeles, California, U.S.
1025:. Cambridge, Massachusetts.
340:. Works of fiction included
661:Claridge, Laura P. (2008).
390:(1921), later reprinted as
1600:
1584:Writers from New York City
1569:American women copywriters
1350:– via Open WorldCat.
275:Eichler wrote a followup,
1128:"New Volume on Etiquette"
961:Schwab, Victor O (1962).
878:Sivulka, Juliann (2012).
30:
1266:"Lillian Eichler Watson"
1218:"Lillian Eichler Watson"
990:The Akron Beacon Journal
408:The Book of Conversation
1574:People from East Harlem
1177:– via HathiTrust.
1133:Lexington Herald-Leader
452:Jackson Heights, Queens
338:The Art of Conversation
1530:Lillian Eichler Watson
1518:Lillian Eichler Watson
1367:. Simon and Schuster.
817:"The Men Who Sell You"
495:"The Men Who Sell You"
418:The Customs of Mankind
330:The Customs of Mankind
272:
226:
191:
106:Lillian Eichler Watson
25:Lillian Eichler Watson
1364:Light from Many Lamps
1165:. N. Doubleday, inc.
698:Schlesinger, Arthur M
439:Light From Many Lamps
388:The Book of Etiquette
270:
248:Arthur M. Schlesinger
235:The Book of Etiquette
221:
1564:American copywriters
1520:at Wikimedia Commons
1298:Fort Lauderdale News
1249:"Customs Of Mankind"
1136:. November 7, 1948.
1086:Journal of Marketing
157:Ruthrauff & Ryan
140:Ruthrauff & Ryan
1483:New York Daily News
1450:New York Daily News
50:New York City, U.S.
1528:Works by or about
367:Everybody Tittered
273:
253:Everybody Tittered
227:
133:Morris High School
1579:Etiquette writers
1516:Media related to
1330:. Prentice-Hall.
1293:"Thank you notes"
1032:978-0-674-97649-8
930:978-1-312-10023-7
891:978-1-61592-068-6
861:978-0-520-05885-9
793:978-0-486-20540-3
757:978-0-486-20540-3
672:978-0-375-50921-6
402:Well Bred English
334:Well-Bred English
281:Book of Etiquette
224:Book of Etiquette
114:Book of Etiquette
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80:Years active
63:(aged 76–77)
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