Escolar Documentos
Profissional Documentos
Cultura Documentos
Supplemento al numero
odierno de la Repubblica
Sped. abb. postale art. 1
legge 46/04 del 27/02/2004 Roma
LENS
The doldrums of the Great Reces-
sion has given way to the do-over
era. Sitting still and waiting it out
may mean getting left behind. In-
stead, businesses are thinking of
ways to repack-
age, rename
and revise their
products and
strategies to
make the cus-
tomer feel good
about spending
again.
Theres a
saying: When times are good,
advertise. When times are tough,
advertise more, Dan Beem, presi-
dent at Cold Stone Creamery, an ice-
cream chain based in Arizona, told
The Timess Stuart Elliott.
The recession has become the
mother of reinvention. And what
better time than now to revamp
with some plastic surgery? Maybe
those sagging jowls are as much of
a weight as a lackluster retirement
account. But a face-lift is no longer
just a face-lift. Its now branded as
the Lifestyle Lift or the QuickLift,
wrote The Timess Catherine Saint
Louis. Patients pick an advertised
operation, and are then referred by
a national organization to a doctor
who will perform the procedure,
wrote Ms. Saint Louis.
Whats new is this is plastic sur-
gery being marketed to the public
as a widget, or product, Dr. Brian
Regan, a plastic surgeon in San
Diego, told Ms. Saint Louis. People
are buying, so buyer beware.
The retail industry is also get-
ting a face-lift. High-end stores like
Neiman Marcus and Saks will offer
more midpriced merchandise, wrote
The Timess Stephanie Rosenbloom.
J.C. Penney is installing self-service
computers to help customers
browse. And Macys stores will be
stocking merchandise that custom-
ers request and getting rid of items
they complain about.
I think in this economy were
seeing a lot more of an open dia-
logue with the retailers than we had
in the past, Adele Arkin, who runs
an exercise-and-socialize group in
New York that gathers in shopping
malls, told Ms. Rosenbloom.
Companies now want to show
that they are on the same level as
the customer and are approach-
able, which means names and logos
are changing.
Logos have become less official-
looking and more conversational,
Patti Williams a professor of mar-
keting at the University of Pennsyl-
vanias Wharton School, told The
Timess Bill Marsh. Theyre not
yelling. Theyre inviting. Theyre
more neighborly.
Bold, block capital letters are
replaced by lower case to soften the
voice of corporate authority. Sprigs,
bursts and friendly flourishes of
logos like Kraft Foods and Amazon.
com create logos that smile, Mr.
Marsh wrote. And happier colors
abound: electric blue, yellow, red,
purple, orange and green.
All these efforts are trying to
get the consumer to feel better
about buying more stuff. And there
is plenty of new stuff: food, cars,
drugs and soap.
But many marketers are bringing
out new products under the ban-
ner of brands that consumers are
already familiar with, wrote Mr.
Elliott. After all, companies dont
want to rebrand themselves out
of existence. Hagen-Dazs Five,
an ice cream made of five natural
ingredients (basically the same as
the ingredients in its regular ice
cream), sells under its brand of su-
perpremium desserts. The product
might be new, or rather, new-ish, yet
its already familiar.
Aliza Freud, chief executive at
She-Speaks, which helped the Ha-
gen-Dazs Five campaign, told Mr.
Elliott: This is a very good time for
brands to get out there in new and
different ways.
Even if its about selling the same
old product.
O
N JULY 20, 1969, at 9:56:20 p.m. at
NASA headquarters in Houston,
Texas, Neil A. Armstrong stepped
from the ladder of Apollo 11s lunar mod-
ule to the surface of the
Moon. His first words:
Thats one small step for
man, one giant leap for
mankind. He presumably
meant one small step for
a man, but the a was
lost in the static, or perhaps he simply for-
got it in his understandable excitement.
Mr. Armstrong tested the footing and
determined that he could move about eas-
ily in his bulky white spacesuit and heavy
backpack while under the influence of
lunar gravity, which makes everything
weigh one-sixth of what it weighs on
Earth. After 19 minutes, he was joined
outside by another astronaut, Edwin E.
Aldrin Jr. The two immediately set up a
TV camera away from the spacecraft to
give people back home a broader view of
the lunar landscape and their operations.
Years later, the third crew member,
Michael Collins, who remained in lunar
orbit in Apollo 11s command module while
Mr. Armstrong and Mr. Aldrin walked on
the moon, would recall the world tour the
astronauts took after the mission. He was
warmed by their reception, not so much by
the adulation as the expressions of shared
accomplishment. People they met felt they
had participated in the landing, too.
In the 2007 documentary film In the
Shadow of the Moon, Mr. Collins said:
People, instead of saying, Well, you
Americans did it, everywhere they said:
We did it! We, humankind, we, the hu-
man race, we, people did it!
It occurred to me, as I covered the land-
ing for The Times at Mission Control in
Houston, that if Christopher Columbus
or Captain James Cook were alive, they
might be less astonished by two men land-
ing on the Moon than by the millions of
people, worldwide, watching every step of
the walk as it happened. Exploring is old,
but instantaneous telecommunications is
new and marvelous.
In just 1.3 seconds, the time it takes for
radio waves to travel the 383,000 kilome-
ters from Moon to Earth, each step by
PHOTOGRAPHS BY NASA, EXCEPT TOP RIGHT
Astronauts from the United States Apollo 11 mission took a walk on the Moons Sea of Tranquillity in 1969 and set up a television camera so millions around the world could watch.
JOHN NOBLE
WILFORD
ESSAY
From Bailouts to Burnishing
III
VIII
VI
WORLD TRENDS
American recruits
join jihad groups.
ARTS & STYLES
Toyo Itos quest to
find balance.
MONEY & BUSINESS
Oils volatile swings
hobble industry.
Our Moon
For comments, write to
nytweekly@nytimes.com.
Con tin ued on Page IV
40 Years Ago, the World Watched Humans Set Foot on Lunar Soil
Repubblica NewYork
THE NEW YORK TIMES IS PUBLISHED WEEKLY IN THE FOLLOWING NEWSPAPERS: CLARN, ARGENTINA G DER STANDARD, AUSTRIA G LA RAZN, BOLIVIA G FOLHA, BRAZIL G LA SEGUNDA, CHILE G EL ESPECTADOR, COLOMBIA
LISTIN DIARIO, DOMINICAN REPUBLIC G LE MONDE, FRANCE G 24 SAATI, GEORGIA G SDDEUTSCHE ZEITUNG, GERMANY G ELEFTHEROTYPIA, GREECE G PRENSA LIBRE, GUATEMALA G THE ASIAN AGE, INDIA
LAREPUBBLICA, ITALY GASAHI SHIMBUN, JAPAN GSUNDAYNATION, KENYA GKOHA DITORE, KOSOVO GEL NORTE, MURAL AND REFORMA, MEXICO GLAPRENSA, PANAMA GEXPRESO, PERU GMANILA BULLETIN, PHILIPPINES
ROMANIA LIBERA, ROMANIA GDELO, SLOVENIA GEL PAS, SPAIN GUNITED DAILY NEWS, TAIWAN GSUNDAYMONITOR, UGANDA GTHE OBSERVER, UNITED KINGDOM GTHE KOREA TIMES, U.S. GNOVOYE RUSSKOYE SLOVO, U.S.
Direttore responsabile: Ezio Mauro
Vicedirettori: Mauro Bene,
Gregorio Botta, Dario Cresto-Dina,
Massimo Giannini, Angelo Rinaldi
Caporedattore centrale: Fabio Bogo
Caporedattore vicario:
Massimo Vincenzi
Gruppo Editoriale lEspresso S.p.A.