Word: back
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Dates: during 1950-1959
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...border between old-fashioned puffery and outright deception is sometimes ill-defined. For a while admen debated on what side of the boundary belonged the blatant ads for a weight remover named Regimen (sample spot: "Lose six pounds in three days-ten pounds in a week-or your money back!"). Regimen's hard-driving maker, Drug Research Corp.. helped them to decide. It anted up more than $1,500,000 for TV ads last year (and also spent $443,028 on newspaper ads, $189,837 on magazine...
...into the black-gowned atmosphere, pedaling a bicycle to appointments with his tutors (philosophy, politics, economics), developing a taste for sherry and ale, acquiring a tea service for the social amenities. Best of all, he had a yen to play rugby. After all, he had been good at games back in the U.S., and he stood a lean, big-boned 6 ft. 1½ in., 205 Ibs. The rugby prospect: Rhodes Scholar and Infantry Lieut. Pete Dawkins, 21, No. 10 man in his class at West Point (1959), first captain of cadets, baritone in the cadet choir, captain...
Dawkins soon found that U.S. football and rugby are as different as chalk and cheese. Rugger players wear no padding, kick on the run, cannot block downfield or throw a forward pass. When a back is tackled, he must release the ball so it can be put back in play by the nearest man. Playing for Brasenose College before a handful of fans scattered through bare wooden stands, Dawkins at first pulled a tyro's gaffes. He kept up a steady stream of American-style pepper talk until he learned that tradition allows only the captain to chatter encouragement...
After only four games for Brasenose, Dawkins had developed enough to draw an occasional and modulated "Well done, Peter," from fellow players, was promoted to the Greyhounds, Oxford's second team, and started against Sandhurst, Britain's West Point. Playing right-wing three-quarter back, Dawkins scored the first try for his team by neatly sidestepping five desperate tackles, ended the game with six of the Greyhounds' points in their 29-3 triumph...
...weeks ago Plante caught a shot from the New York Rangers' Andy Bathgate full in his face. The game was delayed 25 minutes while a doctor put seven stitches in the cut on the left side of his nose. But when he skated back to his place in front of the net, Plante was wearing the mask he had previously used only in practice. Rival goalies lifted scarred eyebrows and wondered whether the mask would slow Plante's split-second performance...