Word: mouthwashes
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Dates: during 1960-1969
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...Boston, a hospital bed could cost $85 a day, $10 more than last year, and the price of dental care advanced from $6 or $7 per filling a year ago to $9 to $10 today. Even aspirins were up, from 89? to 98? per 100 tablets. A mouthwash named Binaca cost 29? when it was introduced by a Swiss company five years ago; it has since been taken over by a U.S. firm-and now sells for 79? in some places...
Befuddled Blessedness. Structurally the book seems simple: a narrative about the struggle between suburban neighbors unabashedly named Hammer and Nailles. The latter, Eliot Nailles, is an apparently commonplace industrial chemist who now sells a spiffy mouthwash. A churchgoer, country clubman, volunteer fireman and commuter, Nailles, in most modern literary hands, might emerge as a figure of fun. Cheever loves him, however, and sees in his dominant character istics-passionate monogamy, joy in small things, and especially in his inarticulate love for his teen-age son Tony-a kind of befuddled blessedness. It is a quality not unlike Billy Budd...
...also afflicted by unsophisticated surface ills: low grades, loss of a place on the football squad, undone homework, limited television. Dad once menaces him with a putter-when the boy says he would like to drop out of school and suggests, as many American young are doing, that promoting mouthwash is not what man should be all about...
Before the book's final, and perhaps preposterous moment comes (with Tony's near-immolation) the boy's rejection of the outer shapes of his father's world-mouthwash, lawnmower, cocktails, covert sex noises from the bedroom, college, good job-is absolute. He simply takes to bed, hugging the pillow, and won't get up. All he will say to his desperate father is "I love the world. I just feel sad, that...
...what are the limits? On the day Robert Kennedy died, Walter Cronkite no sooner wrapped up the latest bulletins on the killing than the screen cut cold to a mouthwash ad. Later, during the funeral, commercials were dropped. The television industry, which devoutly believes in commercials, pays its highest tribute by forgoing them. That is the first grand gesture (the second gesture is a reminder detailing how much money the network relinquished in the public service...