Word: crates
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Dates: during 1960-1969
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...through the threat of chaos. And that threat is strong. The opening of the film, after a pan over a bombed-out city, runs past grubby objects in a crowded cellar; tables full of bottles shake violently, the entire setting is in danger of exploding or disintegrating. Behind a crate the camera discovers one rat-like man trying to hide from the agents of Mabuse...
...because they are. The gimmick game is called "brand recall," and the ground rules dictate that the only ads that anybody remembers are the very good and the very bad. Pretty good does not count. Quick: Which airline promotes its baggage service by shipping its pitchman in a crate with his head sticking out? Everybody remembers greasy kid stuff, but what stuff is supposed to be superior? Which TV manufacturer, to prove that all its money has been poured into developing a better set, shows its board of directors in their undershirts? If a viewer can unhesitatingly answer Braniff, Vitalis...
...went for a job interview at Xerox (then Haloid). "It wasn't very impressive," McColough recalls. "I went up to see one of the vice presidents and he had a workman's black lunch pail on his desk and his bookshelf was a painted orange crate." Then he listened to Wilson's spiel about xerography. "It was all promise and no performance," McColough says, "but I was taken with the opportunities...
...with weak lungs can inflate the cushion by attaching it to a hair dryer or the exhaust opening of a vacuum cleaner. Mass Art's next project is a kit of inflatable chairs, sofas, and tables that can furnish an entire living room but be packed into a crate 5 ft. on a side...
Only a sociologist, perhaps, is equipped to digest the mountains of raw data that Lewis' technique produces, to assay the yards of tape, the stenographic interviews, the conscientious catalogues of someone's wardrobe, someone else's orange-crate kitchen shelf. In a foreword, Lewis makes an effort to summarize, for non-sociologists, the book's message. In most ways, this summary is more successful and more illuminating than the ensuing panorama of unbridled...