Word: fab
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Dates: during 1960-1969
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Adults may not dig, but how could 20 million teen-agers be wrong? The Beatles are fab. The Beatles are great. The Beatles are different. The Beatles are cool, cool, cool, cool, cool...
...christen an idea, jazz musicians invent slang, admen and politicans go for novelty-promising labels ("New Fab," "New Frontier"), art critics pile on prefixes and suffixes ("post-abstractionism"). But it is theology, slicing its concepts fine, that seems to need new lingo most and best knows how to create it. Plain words, knighted with a capital letter, take on reverent meanings; Greek and German syllables, in numbers from two to six, are joined and sent out to intimidate the outsider...
...goods does not necessarily endear Uncle Sam to his Latin neighbors. When a Latin turns on his television set he watches Gunsmoke or The Untouchables; when he steps on to the street he sees cars from Detroit; when he goes to the neighborhood store he is confronted with Fab and Spry. But it is wrong and dangerously ethnocentric to presume that this makes him a fan of the United States...
...most popular detergent now in use, say Esso chemists, is TBS (tetra propylbenzene sulfonate). It forms the basis of just about every washday product on supermarket shelves-including Tide, Fab and Rinso Blue. Its complex molecule has many branches, and it contains a benzene ring of six closely bonded carbon atoms. This sort of thing is uncommon in nature, and bacteria find it unpalatable. So Esso chemists set out to make a molecule of a long, unbranched chain of carbon atoms, rather like a natural fat. That, they figured, would be something bacteria could get their teeth into, destroying...
Syndet stands for synthetic detergent. Handed in sudsy quantity to the happy housewife after World War II, syndets proved so popular that they now account for 70% of all household cleansers, marketed under a series of bouncy monosyl lables as synthetic as themselves - Tide, Fab, Cheer, Breeze, Duz, Surf. During 1961, U.S. housewives bought 3,469,114,000 lbs., or $831 million worth...