Word: idioms
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Dates: during 1950-1959
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Most Charming. Novel as much of this is, Mayer has tried to plan for "a city in the Indian idiom." In his shopping centers, he has provided for the open bazaars of the East as well as the closed stores of the West. Of the small, self-contained districts Mayer says: "The neighborhood principle is particularly important in India, where people usually come from villages." Mayer is also advising Indian architects on the kind of buildings to be used in the new city. His idea of the capitol is a cone-shaped building like the Buddhist monuments which Mayer...
...Story of Barsoum. Coke's field men in charge of sales promotion speak an idiom of their own; e.g., a Coke sign outside a store is "point of purchase sign," and cleaning a dirty Coke sign means "revitalizing the point of purchase sign." Nothing in the world of sales promotion is said only once: repetition is the key to understanding-and the good promotion man, if he has occasion to use the phrase "key to understanding" at a meeting will hold up a key to underline his point...
...Another Pamela or, Virtue Still Rewarded, Sinclair proves his old admirers at least halfway wrong. In this happily Buddless parody of Richardson's famous classic written in 18th Century idiom, Sinclair shows that though he may no longer be capable of striking Oil! he still has craft and subtlety enough to rig a strong derrick and drill some telling holes in the seamier sides of U.S. life. Not that his plumbings achieve any new level, for in Another Pamela, as "in almost everything he has written, Sinclair sticks close to his favorite theme: the way of life...
...Town is written in pioneer idiom; sometimes it gets to be a strain watching Richter strain for colorful expressions. But when he succeeds, they're good, e.g., "You wouldn't reckon to look at her she could read a lick, but she'd turn the old page and suck out the meaning of the new like a bird pulling out a worm...
Dizzy's salary back in 1933, when he won 20 games for the Cardinals, was $3,000. For his corn-pone idiom and homespun description of doings at the Yankee Stadium this summer he will get $30,000. "Which is more than I ever made pitchin' baseballs," he says thoughtfully...