Word: plasticity
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Dates: during 1960-1969
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...wooing builders and using massive advertising campaigns to persuade the home buyers to insist on their products. Makers of aluminum, the fastest-rising among the new sidings, privately ask how long steel clapboard can resist rust. The steel-clapboard men, joined by the makers of a plywood coated with plastic, imply that aluminum snaps, crackles and pops during sharp temperature changes, and that a baseball or a hailstone can leave a permanent dent. The hottest war of all is the advertising battle between the gas and electrical utility companies for the right to provide the heat, do the cooking...
...Hodgepodge. The confrontations among other materials are just as sharp and furious. Long-lasting and easy-to-install copper tubing had just won a victory over galvanized pipe for plumbing when along came cheaper plastic piping. Steel has joined battle with wood over the load-bearing structural parts of the home. Wood and aluminum are wrestling for the right to be in window frames; steel and aluminum are fighting over outside door frames and sills. Gypsum board for interior walls has proved cheaper and faster to install than wet plaster, but it now has challengers in plywood finished...
Pitching to Women. Consolidated and eleven other major companies, which together ring up 75% of all cigar sales, make a range of cigars from diminutive cigarillos to big, blunt coronas. The sales gains are due almost entirely to the cigarillos, particularly those with plastic tips, that have been grabbed up by reformed cigarette smokers. In some cities, cigarillo sales are up as much as 400%, and wholesalers are rationing supplies. Many cigar makers just cannot keep up with demand; unlike high-speed automated cigarette lines, cigar making still involves slow hand operation...
...major survival aid proved to be a new plastic air bag tucked into the rear of one seat; inflated before impact, it spread backward in two sections-one over the feet and legs of the dummy in the seat behind, the other over its upper body-and cushioned that "passenger" against impact injury. Such bags, which can be inflated by a switch in the pilot's compartment when a crash seems probable, are the first devices for individual passenger safety under serious consideration by the industry since the safety belt...
...first glance, the tiny exhibit at the National Cash Register Co.'s pavilion at the New York World's Fair seems singularly insignificant. But the sheet of transparent plastic, less than 2 in. square, is covered closely with 1,240 barely visible rectangles. And when examined with a microscope, each tiny rectangle spreads out into a page of the Bible. Both the Old and New Testament - all 773,746 words of the King James Version - are all clearly recorded on that one slip of plastic. The job took only four hours...