Word: fad
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Dates: during 1960-1969
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...sale of Ouija boards has tripled in the past year, even the Harvard University Co-op sells out whenever it stocks them. Zodiac sign guessing has become part of the social chitchat, and fashion magazines, such as Harper's Bazaar and Town & Country, have yielded to the fad, started regular monthly horoscope columns...
...time of battles-won-and-wherenow. With it goes some frustration, expressed in a fad for cynical or enigmatic slogans painted on the fences of every campus' inevitable construction sites. The old fire to hit the streets on behalf of civil rights has largely faded. A new desire to work pragmatically to tutor Negro kids and help out in slums is rising...
...overall effect," explains Lloyd Chiswick, 27, a Stanford University senior, "is studied but complete nonchalance." Says a Princeton junior: "The whole thing is wrapped up in coolness, in both senses of the word." They were talking about the most widespread fad on U.S. campuses, which is not to wear socks-not with sneakers, loafers, sandals or even brogues...
Provocative Hairs. Nobody knows just where or when the fad first began. Easterners say that it started in the West; students at U.C.L.A., one of the few schools where the fad has not caught on, insist that "it looks like it came from New York." There is a suspicion that thousands of students have taken it up for no other reason than that their socks are in the laundry...
...nightmarish visions of a rapidly disintegrating mind? Not at all. These are happenings in Greenwich Village as reported by the eleven-year-old weekly Village Voice. Few Village fancies escape the attention of the Voice. No Village fad-from psychedelic shopping centers to erotic Christmas ornaments-is too eccentric to be ignored. As a result, the weekly has begun to show a modest profit. Its circulation has reached 56,000. Now that it has embarked on its first promotion drive, it expects to reach 75,000 by next spring...