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Defying the Storm. Few manufacturers bother to make such a claim. The majority of coats are clearly labeled "water resistant"-a phrase which, in translation, means: "This garment will fight the good fight in a storm, but only for a few minutes, after which the purchaser is on her own." Others, like the college girl's trusty trenchcoat, promise to hold out, but only until the first cleaning, when they must be reconditioned (at an average charge of $2, in addition to the cost of the cleaning itself). And many a veritable walking garden has come...

Author: /time Magazine | Title: Fashion: Singing? Hardly | 4/17/1964 | See Source »

...ponderous load of important cases facing the Supreme Court seemed to add weight to the argument advanced by the attorney general of Alabama. The nation's highest court, he said, should not bother itself with "frivolous" questions, "with an attempt to enforce social amenities and rules of etiquette...

Author: /time Magazine | Title: The Law: Call Her Miss | 4/10/1964 | See Source »

...Frank Yerby romance, such a situation would be accompanied by offstage thunder and lightning. In Novelist Grau's story it makes quiet sense. So does the plot development-melodramatic only in synopsis. Abigail's husband goes into segregationist politics. Grandfather's open secret does not bother the voters-until an opponent discovers that he had not just taken his Negro girl for a mistress; he had married her. As outraged as any of his supporters at this breach in the code, Abigail's husband does what he has to do: he leaves her, abandons his campaign...

Author: /time Magazine | Title: Books: Density of the Past | 4/10/1964 | See Source »

Expense & Bother. The theory is that company names should never end on soft-and therefore weak-sounds...

Author: /time Magazine | Title: Trends: The Name Game | 4/3/1964 | See Source »

...company, can run from $25,000 to $5,000,000. There is, of course, the need for new plant signs, new stationery and new bank checks bearing the company's new name, and national companies must also bear both the small legal expense and the bigger bother of reregistration in 50 states and with government agencies. Many companies, as a result, prefer to create a slim and progressive image simply by stressing their initials. That technique has worked well for such companies...

Author: /time Magazine | Title: Trends: The Name Game | 4/3/1964 | See Source »

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