Word: boys
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Dates: during 1980-1989
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...very center of boyhood. The fact that the consequence of the act was so dire -- permanent banishment from baseball -- in comparison with the paltry rewards (a few thousand dollars to each man) imparted ironic force to the story. And then there were the poignant sidebars: the little boy crying "Say it ain't so, Joe," as Shoeless Joe Jackson, greatest of the team's several great players, emerged from the grand-jury room one day; the sports-page paragraph that almost annually recounted Buck Weaver's latest pathetic attempt to clear his name (he was not part of the conspiracy...
...lures each sleeping adolescent to a convenient boiler room (every building in town has one) or into their grungiest fears. And if they don't wake up in time, he executes them. Kind of harrowing, the number of Elm Street kids who die in their sleep. As one boy says, "It's not exactly a safe place to be a teenager...
...break in TV!" He impudently asks a girl, "Wanna suck face?" and does so, fatally. He drowns one horny lad in his water bed: "How's this for a wet dream?" At a nightmare diner ("If the food don't kill ya, the service will!"), he transforms one boy, literally, into a pizza face ("Rick, you little meatball!"), then devours him ("Mmmm, soul food!"). Another victim sprouts insect legs when trapped in Freddy's Roach Motel: "You can check in, but you can't check...
...1950s. After 20 years of depression and war, a future that promised a secure job, a steady mate and two children seemed more than enough. There were, of course, degrees of modest expectations. Maggie recalls the remarks of her childhood friend Serena, just before Serena married a boy named Max: "It's just time to marry, that's all . . . I'm so tired of dating! I'm so tired of keeping up a good front! I want to sit on the couch with a regular, normal husband and watch TV for a thousand years...
...smaller agencies like San Francisco's Hal Riney & Partners ($200 million) are an excellent fit. Three years ago, the firm won an $800,000 advertising account for Calistoga, a Northern California bottled- water brand owned by Perrier. Riney's nostalgic soft-sell campaign, which now features a freckle-faced boy from 1920s-era California, helped boost sales 100% in three years. It also landed Riney the national account for Perrier in 1986, which is currently worth $20 million. The most impressive sign that small agencies have come into their own may be Riney's capture last May of General Motors...