Word: bra
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Dates: during 1970-1979
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...Bra makers have long chafed under the advertising restrictions imposed by the National Association of Broadcasters Code Authority, which must approve all television commercials. The Code Authority decrees that a live model in a bra commercial must be fully clothed and if a mannequin is used, it must be headless or armless-preferably both. In an era of explicitness-and occasionally bralessness-some bra makers are eager to push the product beyond a plastic torso or levitating apparition. Lately they have been pressing the code to its literal limit, with some strange results...
...villain has "beady, ferret eyes." His heroine wears "two wisps of bra which did little to contain the overflow of her provocative breasts." Scenes of perfervid theological discussion alternate plonkingly with episodes like one in which the p.r. man performs some ungodly acts with an ex-nun. Then Wallace stops pandering and starts attending to the plot. From there on the book takes...
...firms, telling them how to cancel their sales contracts. They urged the telephone company to cut off service to a firm that put a misleading ad in the Yellow Pages. Eventually, Schrag reports, "we had an impressive array of electronic gadgetry," including a tiny microphone that hooked onto a bra strap. "One hazard of a very young law-enforcement staff," observed Schrag wryly, was that the first time the device was to be used "our investigator forgot to wear a bra...
...word of caution. Isotoner suits should be worn with a bra, Aris' Barbara Kling concedes, and for good reason: "Without a bra for women with a large bosom, Isotoner will flatten the bust. For women with small breasts, it will flatten the area completely...
...jargon spawned by the liberationists has already moved into the vernacular. Expressions such as "male chauvinist pig (MCP)," "bra burner," "consciousness raising," "sex role," "role model," "sexist" and "sexism," "sister," "sisterhood" and "machismo" are now in common use, even among precocious preteen-agers. No cocktail party can be considered top drawer without at least one reference to the "myth of the vaginal orgasm" or to some "phallustine" (an MCP philistine). But some women want more. The language, they say, reflects centuries of male dominance, and is loaded with male chauvinist piggisms that must be thoroughly rooted...