Word: fads
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Dates: during 1930-1939
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...leading fad in U. S. schools and colleges today are the so-called "standardized" tests. There are more than 4,000 of them. They purport to measure an individual's intelligence, knowledge, character, personality, radicalism, musical tastes, artistic ability, tea-table form, inhibitions, morale. Last week one Oscar Krisen Buros, an associate professor of education at Rutgers University, emerged from a voyage of exploration in this jungle of tests. Harrowing was his tale...
...personally if they are all as kind-hearted as he, I can continue to sleep at night. For although he has traveled a lot, and acquired such heretical doctrines as International Federation, and Government Rule of Industry, he has never been to Russia, nor even taken up the fad and learned Russian. I am afraid his enthusiasm will not last...
...Daily. Surveyed, and well surveyed, were campus fashions at Smith, Wellesley, Vassar, Sarah Lawrence (see above), Duke, Purdue, Chicago. The corset found few defenders. One Smith girl, declaring "Beauty at any price," was for it; and a Vassar girl predicted that "they'll come to it" if the fad lasts. Other trends...
...Agha's success formula is to start a publishing fad, develop another before its popularity has waned. First in the U. S. was he to drop capital letters from a magazine's typography, to "bleed" illustrations to a page's edge. Other dodges of his: asymmetric layouts, wide white margins ("space for your laundry list"), photographs with cockeyed perspective. Says he of his devices: "Their effectiveness begins to wear off when everybody does it. . . . If you are different, you are all right." In a field notorious for its vicious circle of mutual imitation, Agha usually manages...
...Japanese 1938 crop (July 1-June 30, 1939) was 12½% under that of the year before. Meanwhile in the U. S. a ribbon fad and hosiery boom boosted silk consumption 13% in the ten months ended May 1, 1939 over the same period a year earlier...