Word: box
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Dates: during 1960-1969
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...Prague's baroque Lesser Town, 500 people gather in a square, and a young man mounts a box to unfurl a banner reading: DEMOCRATIZATION MUST BECOME DEMOCRACY. Everyone starts cheering wildly. Along the glittering Vltava River, bearded young men and miniskirted girls collect signatures on a petition demanding that the government resume diplomatic relations with Israel; after they have collected 30,000 signatures, they are invited to the office of the foreign ministry to have tea and cake-and discuss government policy. At a meeting in the city of Moravská Ostrava, Czechoslovak intellectuals face an audience of workers...
...Chinese read backwards, and it doesn't seem to hurt their eyes. The Czechs make movies backwards, and do all right at the box office. So why shouldn't an American named Dick Fosbury win gold and glory at the Olympics -by jumping backwards...
...THEATER OF CRUELTY. To demonstrate a new type of insulating foil, Union Carbide places a baby chicken in a small foil-lined metal box and then lowers it into a beaker of boiling water. Several long moments later, out pops the chick, frisky and unfried. The initial plunge is not exactly Grand Guignol, but it does provide a bit of a shock. A recent spot for American Motors shows a gang of men demolishing a competitor's car with sledge hammers. Who would admit to hating autos? Still, there is a certain undeniable thrill in seeing all that shiny metal...
...used auguries or modern politicians use religion: they don't necessarily believe in all that stuff, but they invoke it when it seems useful. Often motivational research merely boils down to an inspired hunch. The elaborate process of commercial making begins in earnest with an agency brainstorming session (see box opposite). Once the slant of a campaign is determined, writers and artists then work up rough drawings of the ads in comic-strip form. Ideally, these "story boards" will have a "hooker opening" or an intriguing scene-setter, plus a memorable catch phrase or two that dramatizes the need...
Cloakroom & Corridor. In Sidey's view, Johnson has never fully comprehended the difference between legislative and executive power, and his Administration has suffered for it. As Senate Majority Leader, he developed "a box-score mentality"-a sort of "Hey, hey, L.B.J., how many bills did you pass today?" approach that emphasized statistics at the expense of inspiration. His greatest failing, however, has been in the art of communicating. "Language may be the most important tool that a President has for governing this sprawling nation," says Sidey, and while Johnson is superbly versed in the arcane language of cloakroom...