Word: popups
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Dates: during 1940-1949
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Guided by Author Fenwick's inflexible hand, the common man may well proceed to great rewards. The chief reward: being safe from snubs. Author Fenwick deplores "fake fireplaces filled with a fake coal fire, lighted by electricity," deprecates "a shawl on the piano" and " 'popup' cigarette boxes , . . decorated with a scotty or a nude." But she shows that her judgment has less to do with taste than with fashion when she advocates "tables made of old painted tin trays on a modern stretcher base" and "odd saucers of Lowestoft china ... as ashtrays...
...troop by a reviewing stand, while overhead drones a beer-keg blimp. Sheffield, hawking a soft drink, takes an inexpensive way out: a paper orange with a metal base is scooted across the screen by means of a concealed magnet. Sanka coffee and other advertisers have adapted the novelties (popup techniques and hinged limbs) common in children's books...