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The article focuses on the decision of the American Express Co. to extend its "Interesting Lives" advertising campaign. This commercial shows the appropriateness of the firm's card to be use by both sexes. This message that the company wants to convey to the audience has received negative response. For this reason, it has modified the advertisement through presenting a dialogue between a father and son.

The article reports on the marketing campaigns of various companies in Madison Avenue, New York City. Mr. Clean, the genie who has graced the bottle of Procter & Gamble Co.'s household cleaner of the same name since 1959, is making a comeback in a new advertising campaign, "The Man Behind the Shine." Seven-Up Co. is again calling its lemon-limed flavored soft drink the Uncola, a description the company abandoned in the id-1970s.

The article reports on the impact of the stock market crash towards the 1988 advertisement budgets of companies in Madison Avenue in New York. It was accounted that signs of retail weakness between Thanksgiving and Christmas could influence companies to implement ad-spending cuts in 1988. Head of companies such as Edwin M. Cooperman of American Express Co. has devised contingency plans based on economic forecasts. Media and advertisement companies hope to boost sales from coupons and discounts.