Word: denim
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...again and again to them, split-screen images tuned to the ruffling of the rodeo man's brow, as battered Junior makes his way back to his trailer. Every bit of stable dirt crusting on his boots, every slap of leather chaps against dungarees, even the feel of sweated denim against the man's chest, reminds him of his failure. The champ, good-natured, broadfacedly smiling, watches Bonner tape his bruised midsection. ("Whooiee!" says Twilliger). He also backs up Bonner's white Cadillac to his horse trailer. "Maybe I'd better take up another line of work," says Bonner...
California Lawyer Bill McKay (Robert Redford) is for clean air, clean water, clean beaches and clean politics. When Lucas, the state's Democratic kingmaker, discovers him, McKay is in his blue denim shirtsleeves down among the poor, trying to lend a helping hand with some everyday legal wrangles. Lucas (Peter Boyle) watches him in action for a while, then makes his move: Would McKay like to run for the U.S. Senate...
...last convinced automen of an idea they long resisted: that the U.S. motorist is buying a functional car mostly for transportation rather than status, and will no longer automatically buy a larger and larger car as his salary rises. Chrysler Vice President Robert McCurry sees a "blue denim society" developing among drivers, and adds: "The fact that 80% of all the small cars are two-doors shows the demand for personal transportation." Detroit has adopted this theme in its marketing. Ford touts the Pinto as a "new Model T," presumably to suggest economy and durability. American Motors is even offering...
...blue denim society has not totally triumphed yet, however-and auto profits are benefiting because it has not. Enough status-conscious buyers remain to boost sales of luxury cars, such as Cadillacs and Imperials, to record levels. Even minicar purchasers, while shunning big-car prestige, are choosing comfort and convenience along with transportation. Although prices of stripped-down minicars cluster around $2,000, the average price of those sold is considerably higher because motorists are selecting fancy options. Roughly 81% of the cars sold today contain power steering; 63% have factory-built air conditioning; 58% come with vinyl tops...
...wonders "whether the car-buying public is willing to pay a lot of money for a little extra protection." That is a worry for the future, however. Right now, automakers are discovering, somewhat to their own surprise, that they can make luxuriously high profits even in a blue denim market...