Word: effective
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Dates: during 1960-1969
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...therapy. Unlike psychiatric techniques which seek to deal with deep-seated causes of a patient's psychosis, reinforcement therapy concentrates on controlling and guiding everyday behavior. Its basic principle is that the residual signs of normality in an insane person should be encouraged by praise and applause-in effect, reinforced and taught with the help of tangible rewards...
Sprayed-On Trousers. Jones' manager, Gordon Mills, has a one-word explanation for the fuss: "Sex." That is accurate enough-and the effect is carefully calculated. When Jones growls through a song in a black, bluesy style, the emotion seems to come more from the throat than the heart. The throat itself is a bit suspect: his keening, virile baritone has an alarming tendency to wobble. What seems to matter to female spectators is the way he writhes to a funky beat, tears off his tie, slashes the air rhythmically with both arms and strains his pelvis and thigh...
...Concentrations of DDT no larger than a few parts per billion in plankton, says Biologist Charles F. Wurster Jr., chief scientific adviser to a New York conservationist group called the Environmental Defense Fund, can substantially hinder the photosynthesis process. On a larger scale, such interference could have a devastating effect, since phytoplankton produces 70% of the earth's oxygen...
...Impaired Effectiveness. The pesticide's defenders consider the dangers vastly exaggerated, although DDT poisoning can cause tremors and convulsion in man. "There isn't anything that doesn't have some toxic effect," insists Vanderbilt University Toxicologist Wayland J. Hayes, a former Public Health Service official and DDT's stoutest supporter. "The toxic effect of mashed potatoes," he adds rather irrelevantly, "is obesity." As proof of DDT's innocence, Hayes and others often point to studies of workers at the Montrose Chemical Corp., the world's largest DDT producer, and federal prisoners who voluntarily accepted...
...naked couples. Nudist magazines, which until recently airbrushed their models in strategic areas, now show them in toto. So do a proliferation of homosexual magazines. So do a new wave of lecherous tabloids, with titles like The New York Review of Sex, whose erogenetic aim is mostly emetic in effect. Despite the blatant offensiveness of books, magazines and wall posters in smut-shop windows, local authorities are reluctant to take action for fear of prolonged and probably fruitless appeals through the courts...