Word: fad
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...idle over a glass of suds. He has too many other things to occupy his leisure hours: auto trips, sports, do-it-yourself hobbies, home improvement. Moreover, motorists are increasingly conscious of the danger in drunken driving. Other reasons for the decline in beer drinking: reducing diets, the fad for low-calorie soft drinks, rising beverage taxes, which have helped to make the poor man's drink expensive...
Turning back to past glories, especially to the prosperous days of 1900, is a current French fad. To youth this fashion seems only an attempt to camouflage the weaknesses of the present. Whatever his class, the young Frenchman has during the past ten years watched the old institutions crumble, has seen nothing new emerge to take their place. Instead, he has been offered economic stagnation, social emptiness and political hypocrisy, all smothered in flowery oratory and nostalgic festivity...
...Hopalong Cassidy clattered into the corral five years ago. Sales of Davy Crockett coonskin caps, blue jeans, cap pistols, lunch boxes and dozens of other items, have already reached an estimated $100 million. Last week the shooting was just starting for the Davy Crockett cash. Walt Disney, starting the fad with his TV series (TIME, Nov. 8), usually wrings every last penny from his enterprises, but he found that he might be unable to tie up royalties on all Crockett products...
...pictures, which recoiled from perspective and recognizable three-dimensional shapes, instead relied purely on vast, flat swirls and puddlings of paint, paint, paint. Painter Hultberg, who once studied with two leaders of the school, Clyfford Still and Mark Rothko, was among the first to rebel against it. While the fad was still at its height, he walked Manhattan's 57th Street with his canvases under his arm, vainly trying to interest the dealers in his own new approach to painting. But when the slap and dab of abstract-expressionism began to become a bore, the time was ripe...
...grippers for fasteners and ornamentation. She introduced the "diaper" bathing suit -and in 1942 she started the craze for ballet slippers. Necessity mothered that invention: unable because of wartime shortages to get the proper shoes for her showroom models, McCardell put them all in fabric Capezio ballet slippers. The fad caught on, and she still suggests designs for many Capezio shoes...