Word: craze
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...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...
Pursuing some Western fads requires considerable ingenuity, as well as cash. The craze for boardsailing, for example, has obliged Soviet citizens to build their own, a process that requires the painstaking application of layers of fiber glass over a homemade frame. The materials cost about $140, and some budding capitalists sell their boards for as much as $420. At the Klyazma Reservoir, twelve miles north of Moscow, a 26-year-old graduate student in mathematics showed off his handiwork. "My first board took a month to build," he says, "but once I got the hang of it, I could...
Fortunately, Disney will have an opportunity to set this flop aside; Tron is destined to obscurity. Those not afflicted with video disease should have no interest in going. And for those who are wrapped up in the craze, there are much better things to do with four dollars--that's 16 quarters--and an hour and a half...