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What happened to schmaltz? The sorts of ads in which kids ran and hugged their moms in delirious approval for peanut butter sandwiches or quilted toilet paper -- these used to be the keystones of branding, at least in mom-centric dayparts. What happened to enjoinders to "Bake someone happy?" Or puffy doughboys giggling when poked? Or bottles of fluorescent whitening agents giving mommas the magic?

What happened to schmaltz? And maudlin? And "slice of death"?

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