Word: busches
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...deflect criticism and forestall restrictive new laws, some brewers are beginning to promote moderation with fresh vigor. Anheuser-Busch, which will spend some $325 million selling its top-ranked Budweiser and other brands this year, has spent $40 million during the past 18 months on its "Know When to Say When" campaign. While the firm broadcast 21 beer ads during the past N.C.A.A. final-four series, for example, it also aired 17 "responsible consumption" messages. As students flocked to spring-break sites in recent weeks, the brewers were advertising a "party smart" theme. In its tent at Daytona Beach...
Suggestions of restraint, though, were easily overwhelmed by party-hearty marketing themes. In the Miller tent, the company was giving away neon baseball caps to anyone who could show proof of purchase for two cases of the beer. Up the beach, Anheuser-Busch had installed a 20-ft.-tall inflatable six- pack of Budweiser. Poolside at Howard Johnson, Bacardi was advertising rum- and-orange-juice cocktails for 25 cents. Read a marquee outside one beachfront bar: PARTY 'TIL YOU PUKE...
...Frederick Busch...
Frederick Busch's characters are lonely, especially when they are with other people. Despite the title, love is in short supply in this tale of Catherine, her two adolescent sons, one lover and a dog living in cold upstate New York. The dog has the best relationships...
...them before herself. Divorced from the boys' father, she takes up with Harry, then the parking-lot magnate, then Harry again, and her sons are understandably bewildered. When the younger one asks for some answers, she comforts him with "life is an amazing bitch." The real truth Busch misses is that adult love is a feather compared to the attachments children make. While Catherine's unwillingness to give reassurance to her sons when she has none to give is admirable for its honesty, Busch would have had a deeper love story if he had considered the notion of Catherine...