Word: lites
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Dates: during 1980-1989
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Retiring abruptly in 1979 (at just 42), not really because of his ulcer, not precisely because his fear of flying was nearing a frenzy, Madden reluctantly accepted CBS's second or third offer of a commentator's tryout and hesitantly began jumping through paper hoops in Miller Lite beer commercials. Nine years later, his network stipend is crowding $1 million a year, and the rewards from his myriad motor-oil and antihistamine accounts may be two or three times that. He has written two best-selling memoirs (Hey, Wait a Minute, I Wrote a Book! and One Knee Equals...
...bittersweet flame of lite is flickering out at last. So much, so many deeds left undone! So many sights left unseen! So many bashes left unabashed...
...Vermont to pull your kid out." And in Vanity Fair, James Wolcott wrote an almost scholarly piece on the chroniclers of the young and wasted, pronouncing them "too numb to feel, to cool to care...Current fiction is festooned with their razor cuts and insignia. Listen closely and the lite-FM melodies of Ann Beattie snarl into a more hostile noise...
...salad bars. Can't Budge Fudge zapped peanut butter with chocolate for a truly throat-clutching effect, and the Beverly Hills Confection Collection dished up samples of brittle with rancid- tasting peanuts. Everywhere were products for the health- and diet- conscious: "lo" in salt, sugar, calories and fat, and "lite," meaning anything one wanted it to. Sweet, as usual, seemed to be the top flavor. Perhaps as Americans give up salt, they reach for sugar, figuring that one gritty white seasoning is as good as another...
...typical Spanish-language television commercial now costs about $90,000 to make, ten times the price of a decade ago. In creativity and sleek production values, these ads are often comparable to their English-language counterparts. A Spanish ad for Miller Lite carried on the beer's celebrated Tastes Great- Less Filling theme. But added to the cast were a gaggle of Latin celebrities, including former Boxing Champion Alexis Arguello and retired Boston Red Sox Pitcher Luis Tiant. Miller apparently believes that, in the Hispanic community at least, Tiant's pitch for beer can be as effective as any fastball...