Word: craze
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Dates: during 1980-1989
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Even California, once recession-proof, is suffering. The state that started the tax-cutting craze in 1978 is facing a shortfall of between $500 million and $1 billion in a $25.2 billion budget. Oil severance taxes, spending cuts and short-term outside borrowing are among the remedies under consideration. Says State Finance Administrator Mary Ann Graves: "We're on the razor's edge. And if the economy doesn't turn around, we're clearly over the edge...
...direct-sales approach similar to Avon's, Company Founder Mary Kay Ash has concentrated almost entirely for the past 19 years on skin-care products, as opposed to cosmetics-style makeup. Consequently, the firm now finds itself in a timely and profitable mesh with the American healthand-fitness craze. The company has also built a large and loyal female sales force by offering big money to top sales directors ($30,000 to $40,000 a year in bonuses and commissions), along with such incentives as diamond bumblebee brooches and pink Cadillacs...
...year-old single mother on the go 16 hours a day, I build my body for strength, endurance and energy to work and play. I love the way it looks and feels. The "fitness craze" is not a fad but progress for a pioneering generation of women...
Though the fitness craze is still mostly a middle-and upper-middle-class phenomenon, the fit look has nothing elitist about it. It represents an attainable ideal for all ages, races, walks of life. It requires little more than the will to work at them. Argues Body Builder Rachel McLish: "You have a simple choice of what to put on your bones: fat or muscle. Working out is a positive addiction." It may also be the means to that elusive, seductive goal: a prolonged, vital youth. "The fitness business," suggests Novelist-Critic Wilfrid Sheed, "is about sex and immortality...
During the mid-1970s, Miller used the same successful technique to develop a whole new product category, reduced-calorie beer, and cash in on the nation's fitness craze. A typical commercial would feature a group of baseball or football players gathering in a neighborhood bar to argue over the merits of Miller Lite. The subtle message in the debates: that because the beer has one-third fewer calories, rugged men can actually drink more of it at a single sitting. Throughout the industry, light beer now accounts for 15% of the barrels sold, and Miller has about...