Word: paged
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Dates: during 1960-1969
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...TIME'S founders believed that ideas should actually leap off the page into the reader's mind, and the editors continue to live by that notion. TIME'S advertisers, too, have tried to tell their stories with verve and vibrancy. But we wondered what might happen if an advertising agency could feel free to talk about anything it chose-to turn its creative energy loose on any topic except a product...
...find out, we invited the nation's agencies to be the guests of TIME'S pages. Each week for 50 weeks, TIME will run free of charge a full-page ad and an adjoining column prepared by an agency on any subject of its choosing, whether it be the country, the world, peace, poverty, society, itself. The response has been rapid and abundant. One agency launched a contest among its 13 offices around the world. At another agency, the president decided to make sure of the excellence of its offering by doing it himself...
...expect that the subjects discussed will often seem familiar. But we believe that they will be spiced with pungent viewpoints. We hope to see inventive use of the printed page. We hope to be amused, annoyed, brought up short, gain new understanding. Most of all, we expect the unexpected...
From stage and screen, printed page and folk-rock jukeboxes, society is bombarded with coital themes. Writers bandy four-letter words as if they had just completed a deep-immersion Berlitz course in Anglo-Saxon. In urban America, at least, the total taboos of yesteryear have become not only acceptable but, in many circles, fashionable musts as well. As Dr. William Masters (Human Sexual Response) has suggested, "The '60s will be called the decade of orgasmic preoccupation...
...greatly gifted writers can effectively employ the familiar quad-riliterals for dramatic or comic effect, but they tend to lose their value through overuse. As George Orwell observed 22 years ago, "If only our half-dozen 'bad' words could be got off the lavatory wall and onto the printed page, they would soon lose their magical quality." That process is well under way. The four-letter pudendicities are now dropped casually into cocktail conversation. But not everyone applauds the fading of the magic...