Word: cereal
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Dates: during 1960-1969
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...evangelical fervor that Richards can bring to even a bowl of cereal comes naturally enough, since he is an ordained Church of the Brethren minister. He neither smokes nor drinks, and his favorite expletive is "Smoly Hoke!" Their emphasis being on clean living, the TV commercials he makes for Wheaties are in perfect character. So are the 80-odd speeches that Richards delivers on the banquet circuit each year, appearances liberally laced with a can-do gospel that is equal parts Norman Vincent Peale and Knute Rockne...
...Americans are hungry for inspiration," says Richards. "We have everything else, but we need dreams." So effective is that approach that Richards makes $75,000 a year on his Wheaties contract (plus another $50,000 or so for personal appearances), has just signed for his tenth year with the cereal...
...interesting; however, the official estimate of 18 meals a week is still too high.) Extending the regular breakfast until noon would be extremely expensive and would make it impossible for the next meal to be prepared, but the Food Services admits that it could provide rolls, butter, coffee, cereal, and milk on a self-service basis between 9 a.m. and noon at no great cost...
...Herculane-um's suburban baths, the cordwood is stacked, ready to fuel a fire that has been cold for nearly 20 centuries. On the wall of a snack bar, some graffito artist has daubed a phallus and the words MA(N)SVETA TENE (Handle with Care). In a cereal and wine shop, jars brimful of beans and, chickpeas await the next customer. At a street crossing, the inscription on a pillar warns litterbugs that they can be jailed or fined...
Since 1949, under the Export Control Act passed to keep strategic goods out of possibly unfriendly hands, U.S. businessmen who wanted to trade with Communist nations had to obtain special licenses to ship even such seemingly nonstrategic items as breakfast cereal and suspenders. Last month, however, in an effort to build better trade relations, president Johnson relaxed many of the barriers. Such definitely hostile nations as North Viet Nam, North Korea and Cuba remain on a no-trade list; but for others like Russia, Hungary and Czechoslovakia, restrictions have been eased. Off the license list came more than 400 items...