Word: levering
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Dates: during 1970-1979
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VERNON FORD, 24, has not altered his goals much either. A basketball player and leader of black students at Northwestern, he aimed to use his education as a lever to help blacks. While teaching and counseling at an experimental "free" school for high school dropouts in his old neighborhood, Chicago's West Side, he earned an M.A. in sociology at Northwestern. But he soon decided that teaching and sociology by themselves did not help kids expelled from school because "they didn't have the power to holler" or kids who got into trouble with the law for being out late...
...seem, there are researchers who claim to have discovered something better than sex. At McGill University in Canada, Psychologist James Olds used electrodes to locate specific "pleasure centers" in the brains of rats, and then allowed the animals, electrodes still in place, to stimulate themselves by pressing a lever. Given a choice, the rats preferred this new pleasure to food, water and sex. Some pressed the lever as many as 8,000 times an hour for more than a day, stopping only when they fainted from fatigue...
...Lever That Failed. The trouble dates back to the 1968 election campaign, when Candidate Nixon promised Southern voters protection against textile imports. Last year, at the Administration's request. Mills introduced a textile-quota bill. As Mills explained it to TIME Correspondent Neil MacNeil, he never expected the bill to become law but had been led by the Administration to believe that it would merely give U.S. negotiators "a lever" to move the Japanese to accept voluntary quotas. When the Japanese balked, Nixon urged Congress to pass the bill. Mills, who did not want the stigma of having started...
...scenario could have been plucked from a lachrymose soap opera. For years, the leading soapmakers-Procter & Gamble, Colgate Palmolive and Lever Bros.-successfully wooed the U.S. housewife. By concocting an endless variety of "new" ingredients to make her wash "whiter," "brighter" and "sparkling," they induced her to buy more than a billion dollars worth of detergents and "pre-soaks" annually. The courtship intensified in 1967, when the soapmen introduced wonder-cleaning enzymes with a splashy campaign. The enzymes were first promoted in "pre-soaks," in which they act the way stomach acids work on food, eating away hard-to-remove...
...this month by eliminating enzymes from Tide, the nation's bestselling detergent. (The company has no plans for changing ingredients in Biz, its enzyme pre-soak.) Colgate will gradually sift out enzymes from its detergents-Ajax, Punch, Burst, Cold Power-and possibly from Axion, the leading pre-soak. Lever will replace the enzymes in its Drive detergent with sodium perborate, a bleach...