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Size is not the only consideration. The runway floor itself have to be much thicker than a highway to handle the additional weight of fashionable aircraft. Think about a totally loaded Boeing 777 touching its wheels to the ground. That is 660,000 pounds (299,370 kilograms) coming down onerous on the runway floor! Runways need to be specially constructed to take that pressure with out cracking or, worse, buckling. When the Denver Worldwide Airport was built, it took 2.5 million cubic yards (1.9 million cubic meters) of concrete to create 5 12,000-foot (3,658-meter) runways, plus taxiways and aprons. First, 6 feet (1.8 meters) of compacted soil was put down; then, a 1-foot-deep (0.3-meter) layer of soil was unfold, topped by an 8-inch- (20-centimeter-) thick cement-handled base; that was followed by 17 inches (43 centimeters) of concrete paving [source: Denver International Airport].

Guinness used to use the road «Guinness is sweet for you» till the authorities bought after them, saying «Come on! Guinness is stout! It accommodates alcohol! It can’t be good for you! So cease using that declare!» So, the Guinness ad company got here up with a stroke of genius. The line? «Guinness is not good for you.» A great slogan ought to recall the model name, and ideally, the model identify should be included in the road. «My goodness, my Guinness!» works, as does «Coke is it!» Then again, «Once pushed, without end smitten» doesn’t simply invoke the phrase Vauxhall — a British car made by Common Motors. If it is successful, the line ought to move readily into widespread parlance as a catchphrase, resembling «Beanz meanz Heinz» or «Where’s the beef?» Along with a provocative and relevant illustration or story, alliteration (Jaguar: «Do not dream it. Drive it.»), coined or made-up words (Louis Vuitton: «Epileather»), puns, and rhymes are good ways of constructing a line memorable. So is a jingle.

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