Word: moods
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Dates: during 1970-1979
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...particular concern of the government is the mood of young Israeli Arabs, who are far more likely than their elders to identify with the anti-Zionist cause of the Palestinians. Having grown up in the Jewish state, many of these Arab youths speak fluent Hebrew, know the customs of the country and can easily be mistaken for Jews. If sufficient numbers of them were to join the terrorists?a realistic possibility should the causes of Arab unrest continue?Israel might well find itself combatting a war on its home front as well as a threat on its frontiers...
...party on Madison Avenue would never end. For almost a decade, openhanded corporate clients threw dollars around like confetti to promote their products. Advertising agencies grew fat; creativity was in full flower. The most sought-after agencies turned out bright, playful ads designed to put consumers in a happy mood: Alka Seltzer's "Try it, you'll like it"; Lay's potato chips' "Bet you can't eat just one"; Noxzema shaving cream's "Take it off, take...
...changing largely because agencies are faced by increasingly demanding corporate clients who find the consumer more inscrutable -and skeptical-than ever. They tend to press for the safe old selling ways of the '50s, when the focus was squarely on the product, often to the exclusion of humor, mood or elegance. The clients also insist on more research. Says Jerry Della Femina, head of Delia Femina Travisano & Partners, who is currently working up ads for Emery Air Freight, a forwarder: "Everything is tested, usually in small cities instead of big markets to hold down marketing expenditures...
...trend to fiscal conservatism? One reason is that new congressional procedures, first tested last year, require Congress to look at the budget as a whole, rather than judging spending and revenue proposals individually. Also, reports TIME Correspondent John Berry, "the committee members sensed and responded to a growing conservative mood among the voters...
...That mood manifested itself most strongly on defense. The President had proposed military outlays of $101.1 billion, and vowed to veto any reductions. Though liberal Democrats wanted to cut as much as $7 billion, the House Budget Committee reduced Ford's target by only $500 million. The Senate Budget Committee proposed an even more meaningless $300 million cutback...