Word: groupings
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Dates: during 1980-1989
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According to the Bible, a good name is worth more than a precious ointment -- and choosing one can be just as sticky. Since December, when Jesse Jackson proposed that the group now called blacks (formerly known as Negroes, and prior to that as colored people) should adopt the designation African American, the idea has been catching on. In a recent poll conducted for TIME by Yankelovich Clancy Shulman, 61% preferred to be called black, vs. 26% who supported African American. (Though the survey was too small to be statistically valid, it indicated that the name change has made some headway...
...verdict on a new group designation will ultimately be delivered by common usage.* But KaSondra's concoction is an idea whose time will probbly never come. Just think of it: The National Association for the Advancement of Dobanians...
Advertisers are designing commercials to appeal to that vast and fast- growing group of consumers over 50. These citizens have plenty of cash, which few of them need to spend on baby-sitters or mortgages. Americans 50 and older control $130 billion in discretionary spending power, or half the annual U.S. disposable income. Says Hal Margolis, group senior vice president for the Lintas:Campbell-Ewald ad agency's Michigan office: "For a long time, no one in this business was paying any attention at all to people over 49. Then some of us started looking at the demographics...
...Oats, Art Carney for Coca-Cola Classic, Barbara Billingsley and Jane Wyatt for Milk of Magnesia and Buddy Ebsen for McDonald's. Special modeling agencies have sprung up to meet the growing demand for mature actors for commercials. At the Ford agency, a division called Classic Woman offers a group of 30 models over age 40. Senior Class, a New York City agency started last year, books 200 men and women 50 to 80. Among them are a retired fireman, a judge and even a onetime IRS agent...
...people in ads. They went straight from the cute 20s to creaky old characters in their late 70s, most wearing wacky clothes. There were very few people in their 40s, and none in their 50s and 60s." Like Karp, senior executives at other agencies realized that their own age group was being left out of the world portrayed in their...