Word: levying
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Dates: during 1980-1989
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Everyone everywhere can drink Coke (almost $3 billion in foreign sales) and wear Levi's ($600 million) and watch Little House on the Prairie (broadcast in 110 countries). The lingua franca dispersion of English is both a cause and an effect of pop's global reach, but American pop commodities are also successful abroad because they work. Blue jeans are well designed and rugged. Most Hollywood filmmaking is technically impeccable. "American TV is extraordinarily beguiling to the Poles," says Sociologist Jeffrey Goldfarb, who lived in Warsaw for 18 months, "for the technical quality alone...
Exporters of pop pander to foreign stereotypes of Americans. "The Japanese have very firm ideas about what they think we should be," says Jim Chriss, marketing vice-president of Levi Strauss International. Real Americans, in other words, are cowboys and sexpots and raucous young hunks--Steve McQueen, Marilyn Monroe, Montgomery Clift. It seems that Europeans and Japanese are especially fond of the American icons that provided their first pop jolt 20 or 30 or 40 years ago--pop that now has patina. The French intelligentsia still swoons for American movies of the '40s and '50s. Levi's is using images...
...basic set-up was such that women were second-class citizens," says Maryland resident Shelley Pallay Levi '61. At that time, Radcliffe students lived in dormitories with house mothers while their tutors lived in the Harvard houses with the male undergraduates. "Not having the tutors around made a difference in the intellectual quality of our lives," says Levi, now a travel consultant in the Washington, D.C. area...
...students had to be in their dorms at 11 p.m. on weekdays and 1 a.m. on weekends, and the Quad at night frequently looked like a scene out of a bad romance novel. "All the couples would be kissing good night on the steps at the same time," says Levi, who married a member of the Harvard Class of 1960 a few days after graduation...
...collegewould introduce me to appropriate spouses," Levirecalls. And the distance between the Harvardhouses and the Radcliffe dorms only enhanced theimportance of having a date. "It wasn't easy toget into a relaxed situation [with Harvard men].Classes weren't oriented towards making friends,"says Gaby Stevens Kimmel '61, while Levi mentionsthat "the primary way of doing things was with adate. Even going to football games you had to beasked...