Word: fad
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Dates: during 2000-2009
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Wouldn't it be great if there were a vitamin or a drug or a fad diet that would protect you? Unfortunately, undoing the damage from a lifetime of bad habits means learning--and sticking with--a whole new set of behaviors. After all, anybody can lose 10 or 20 lbs., and many of us have--over and over again. It's only by maintaining that weight loss, however, that you derive real, lasting benefits...
...young guys to worship? Performers like Knoxville seem to be staking out an alternative jockdom, a macho loserhood. Getting knocked out by a pro boxer, showing off his scrawny, bruised and welted body, Knoxville shows us he's man enough to get his butt kicked. Witness too the fad among teenage boys who, in Fight Club fashion, stage their own real-life amateur-wrestling contests in their backyards, complete with deliberate cuts and chair smashing, in which the point is how much abuse you can take, not mete out. MTV, however, announces on Jackass that it won't accept stunt...
...will feature some quality old-time spots. Are we back in the advertising-as-art glory years of the '80s, when Mean Joe Greene tossed towels and Ridley Scott introduced the MacIntosh? That, like a repeat of last year's nail-biting Rams-Titans finish - or even Bud's fad-making "Wassup" spots - may be too much to hope for. But at least we won't be wondering this Super Sunday what AutoTrader.com was thinking in putting on a $2 million cartoon. (Though we may miss the dot-com zaniness of things like Cyberian Outpost's flying gerbils...
...sleazy image persists because, as the competition increases, business tactics are getting rough. Police say hosts are preying on housewives and teenage girls, who are sometimes forced into prostitution when they can't pay off five- or six-figure bills. "Schoolgirls are always looking for the latest fad," says Sawamura, "and right now, host clubs...
...human genome, they are at last beginning to understand the genetics of weight regulation--and how the whole system can go awry. With that understanding, they believe, it may be possible to develop drugs that do the job balky genes fail to do--controlling a problem that decades of fad diets and self-help books have never solved. Says molecular biologist Jeffrey Friedman of the Howard Hughes Medical Institute at Rockefeller University in New York City: "Genomics will identify the players in this system, eventually leading to new targets and new treatments...