Word: preferably
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Dates: during 1960-1969
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Service, as it were, untouched by human hands. Social Psychology Professor Fred Strodtbeck of the University of Chicago explains: "The people who go into domestic service dislike having to deal with the middle-class housewife as a person and being subject to her directions. They prefer to work not singly but in teams, to wear a uniform which helps define their on-the-job role, and to have an office through which the work is scheduled. Within the sphere of house cleaning, say, such a team would thus feel superior to the woman who hires them, no longer fearful...
Should busy housewives be entitled to the domestic equivalent of a secretary? Why not? One reason is simply the expense. But many women might prefer to do without other luxuries in exchange for the boon of competent help. The key word is competent; too many servants, even when they are available, are unwilling and untrained, and it may take more time supervising them than doing the work oneself. Often, however, this is the fault of the employer. American women are not good at handling servants, being either too bossy or too familiar, and failing to set down reasonable but precise...
Cash in the Pants. One reason for the decline in discounts is that men of the cloth are getting more pay and prefer it that way; they would rather have cash in the pants pocket than 10% off on the pants. Moreover, they increasingly find the "clerical discount" demeaning. "I used to use a railroad discount," says the Rev. George Reck, pastor of Houston's Zion Lutheran Church, "but I always felt the conductor was saying to himself, 'Here's another chiseler.'" And chiseling can work two ways, suggests Father George McCormick of Trinity Episcopal Church...
...beer itself is changing. Once, as the industry saying goes, brewmasters worked with "one hand on the vat and one hand on God," gave little thought to customer tastes. Now many customers want lighter beers like the "champagne of bottled beer" pioneered by Miller of Milwaukee, and brewmasters (who prefer heavier beer) are changing the proportion of malt, hops, rice and corn grits to provide it. One holdout is New York's F. & M. Schaefer Brewing Co. "We're willing to forsake all those people who drink a can of beer once every two weeks," says Market Development...
...Galvanizing Words. This is not a role that he fancies. He would prefer to stay behind the scenes-or rather, below them, working out of a basement office in the White House. His title is Special Presidential Assistant for National Security Affairs. As such, he is the President's foremost personal analyzer, arranger and adviser on all matters touching the fields of foreign policy, defense and intelligence. Half a dozen times each day, a red light on Bundy's telephone console flashes, and "Mac" picks up the receiver to hear L.B.J. ask: "What do you think about...