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Word: mods (lookup in dictionary) (lookup stats)
Dates: during 1970-1979
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Usage:

Like most auto manufacturers in headlong pursuit of the youth market, General Motors Corp. has saturated much of its car advertising with the hip jargon of the dragstrip. Yet for many consumers, including the young, the ads, with their mod vernacular, seemed as strained and unbelievable as a middle-aged matron attempting to dance the watusi. Now, faced with an uncertain economy and slumping car sales, G.M. officials have apparently decided to end their fixation with power and youth in advertising and focus it instead on value and comfort...

Author: /time Magazine | Title: Advertising: Away from the Youth Image | 2/9/1970 | See Source »

...British mod designers who made it big with miniskirts now seem to be straining for fresh sensations. London's latest sartorial smash is a camel's hair maxicoat for dogs. But when the new fashion was promoted in stores and newspapers last week, all of Britain seemed to bark back. Animal psychologists protested that dogs "object to being dressed up." The man at Harrods pet department rejected the coats as downright "impractical." The final word came from the venerable Royal Society for the Prevention of Cruelty to Animals, which sometimes seems to rival Parliament and Crown...

Author: /time Magazine | Title: Britain: The Legacy of Humanity Dick | 1/26/1970 | See Source »

...sets have no unity and seem rather a grabbag of Sean Kenny schtick with a few Oliver Smith staircases thrown in. Patricia Zipprodt-the best costume designer in the business-has managed to add to the trampiness of Meredith by giving her a succession of booker-ish rather than Mod-ish outfits. Peter Hunt's staging is in the best Hot Spot tradition...

Author: By Frank Rich, | Title: The Theatregoer Georgy at the Colonial through February 7 | 1/26/1970 | See Source »

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