Word: gimmicked
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Enjoyed your May 2 cover story on Designer McCardell. However, those California bathing-suit manufacturers have reached a low with a gimmick "evening convertible" (swimsuits that can be transformed to evening dresses). The thought of dressing for evening in something I had worn bathing a few hours before, or even a week before, sends chills down my fashion-conscious spine...
Reading Period, Harvard's unique cramming gimmick, will open inauspiciously tomorrow. For many, only the longer morning slumber hours will mark its advent. Others' dreams may be marred, however, by the examination specter and visions of three-hour sessions over blue books in sultry classrooms. Although the examination itself is a necessary evil in the large university, its procedure here seems to be the University's unique anachronism in the Machine Age. The Administration has repeatedly resisted any attempts to make exam-taking less tedious by allowing skilled students to type their examinations in special rooms...
...Sherman brings to lifting the silver dishcovers off each new course. But the show's weak points may have popular lure. Its concert air half-conceals its TV approach; its chorus that specializes in trick sound effects substitutes vocal decor for visual. The show's big production gimmick is its extremely high-styled hick stuff...
From his position outside the arena, Secretary of the Treasury George Humphrey, who wanted only a one-year extension of present corporate-income-tax rates and some excise taxes, fired in a few rounds. Characterizing Johnson's plan as a "political quickie gimmick," he said: "You don't help to increase the purchasing power of the 'little folks' by repealing the laws which are helping to make their jobs...
...Kraft TV Theater show written by Rod Serling (TIME, Jan. 24), is scheduled to become a movie produced by Broadway's Jed Harris; 2) TV Producer Lou Cowan depressed sensitive viewers by announcing that a new quiz called The $64,000 Question is being readied for June. The gimmick: a lucky contestant, by continuously doubling his stake, can run $1 to a maximum of $64,000. This will take weeks, and when the money gets big enough, the contestant will be imprisoned in a glass-enclosed room to prevent coaching from the studio audience...