PassageAPassageAPassageBPassageBReturntoMenuReturntoMenuReturntoMenuReturntoMenuUnit3Unit3Unit3Unit3PassageAPassageA•ThinkAboutIt•ReadAboutIt•TalkAboutIt•WriteAboutIt1.Whatisabathtubbattleshipreferredtoasinthispassage?AbathtubbattleshipisatoybattleshipmadeofIvorySoapthatchildrenplaywithinabathtub.AbathtubbattleshipisatoybattleshipmadeofIvorySoapthatchildrenplaywithinabathtub.Reference:2.WhyisIvorySoapsopopularamongAmericans?Itispureanditfloats.Itispureanditfloats.Reference:3.HowdidProctor&GamblesucceedinpromotingIvorySoap?Ittookadvantageofasuccessfulnationwideadvertisingcampaign.Ittookadvantageofasuccessfulnationwideadvertisingcampaign.Reference:ReadAboutItReadAboutIt•LanguagePoints•ContentAwareness•LanguageFocusBathtubBattleshipsfromlvorydaleAmericanmothershavelongbelievedthatwhenitcomestowashingoutthemouthsofnaughtychildren,nothingbeatsIvorySoap(aregisteredtrademarkoftheProctor&GambleCompany).Thisisbecauseitsreputationforbeingsafe,mild,andpureisassolidandspotlessasthemarbleoftheLincolnMemorial.Itdoesn’teventasteallthatbad.Andshouldyoudropitintoatubfulofcloudy,child-coloredwater,nottoworry—itfloats.IvorySoapisanAmericaninstitution,aboutaswidelyrecognizedastheWashingtonMonumentandfarmorewellrespectedthanCongress.IthadalreadyattainedthisnoblestatuswhenTheodoreRooseveltwasstillarough-ridingcowboyinNorthDakota.Introducedin1879asaninexpensivewhitesoapintendedtorivalthequalityofimportedsoaps,itwasmassmarketedbymeansofoneofthefirstnationwideadvertisingcampaigns.PeopleweretoldthatIvorywas“sopurethatitfloats,”andthenotiontookhold.Asaresult,atleasthalfadozengenerationsofAmericanshavegottenthemselvescleanwithIvory.Somanyhands,faces,andbabybottomshavebeenwashedwithIvorythattheirnumbersbeattheimagination.NotevenProctor&GambleknowshowmanybillionsofbarsofIvoryhavebeensold.Thecompanykeepsaprecisecount,however,ofthebillionsofdollarsitearns.AnnualsalesofIvorySoap,IvorySnow,Cresttoothpaste,Folger’scoffee,andthehundredsofotherproductsnowmarketedundertheProctor&Gambleumbrellaexceedthirtybilliondollars.Thecompanyhasgrownabitsinceitwasfoundedin1837inCincinnati,Ohio,byapairofimmigrantsnamedWilliamProctorandJamesGamble,eachofwhompledged$3596.47totheenterprise.FordecadesProctor&Gamblemanufacturedcandlesandsoapinrelativelymodestquantities.Ittookmorethantwentyyearsforsalestotoponemilliondollars,whichtheydidshortlybeforetheCivilWar.Thecompany’sbigbreakcamewiththeintroductionofitsfloatingsoapandtherealizationthatanelaborateadvertisingcampaigncouldturnasimple,thoughhigh-quality,productintoaphenomenon.Thesoap’sbrandnamewasliftedfrom“outofivorypalaces,”aphrasefoundintheBible.SosuccessfulwasthisnewproductandthemarketingeffortthatplaceditinthehandsofnearlyeveryAmericanthatthecompanysoonbuiltanenormousnewfactoryinaplacecalledIvorydale.Proctor&GambleneverforgottheadvertisinglessonsitlearnedwithIvory.Forinstance,itwasamongthefirstmanufacturerstouseradiotoreachconsumersnationwide.In1933Proctor&Gamble’sOxydolsoappowdersponsoredaradioserialcalledMaPerkins,anddaytimedramaswereforeverafterknownas“soapoperas.”OvertheyearsthecompanyaddeddozensofnewproductlinessuchasPrellshampoo,DuncanHinescakemixes,andtheever-presentTide,“newandimproved”manyatime.Tothisday,however,IvorySoapremainsaProctor&Gamblebackboneproduct.Ivoryremainsafavoriteamongconsumers,too,andnowonder.WithabarofIvorySoapinyourhand,y...
