Word: cereal
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Dates: during 1960-1969
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...about Wendy Wheat, a smiling face on a wheat stalk, Wendy's ambition is to be made into puffed wheat. She is harvested, sold, bought, stored in a grain elevator. Finally, she is processed into puffed wheat. . . . A picture shows her smiling as she slides out of a cereal box into a bowl of milk, ready to be consumed . . . all along the way men are responsible for her fate...
...principles of reinforcement therapy (TIME, July 11), psychologists at the U.C.L.A. Neuropsychiatric Institute put autistic children through a demanding series of exercises. The therapist waits for them to perform a small act as a normal child would, then quickly rewards them with praise and a few bits of cereal or an M & M candy. If they revert to autistic behavior, he promptly says "No," and may even strike them. After literally hundreds of repetitions, the rewardable behavior begins to replace autistic distraction, and the children can be stimulated by praise alone...
...flakes before the children and waited for them to make a sound. When they did, he immediately gave each of them another flake and said "Good!" After a few more attempts, he pressed their lips together, demonstrated the sound of "mmmm" and rewarded the children with praise and cereal when they imitated him. In several weeks of painstaking work, the children learned to make several sounds, then combinations of sounds and finally words before getting their rewards. Although their illness has not disappeared, most of these once "hopeless" children are now functioning at the level of five-year-olds...
...other national staple, the hamburger, has picked up an ally in Bess Myerson Grant, New York City's Commissioner of Consumer Affairs. The onetime (1945) Miss America has discovered that burger beef, like hot-dog meat, is being adulterated with all sorts of things: soy proteins, starchy flour, cereal and chemical additives. As a matter of fact, 156 out of 421 New York restaurants checked by her 46 inspectors were suspected of serving "shamburgers." So she has revived a long-neglected section of the city administrative code, which stipulates that "hamburger shall consist of beef, all beef and nothing...
...have just discovered that the historical establishment has suppressed a fact." The eyebrows arch, the mouth snaps into the inane puppet grin familiar from the back of cereal boxes. He is the professor...