Word: processes
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Dates: during 1960-1969
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...that the improvement is not always real-in other words, the old bogy of planned obsolescence. Advertising, so goes the argument, not only exaggerates the improvements in many products but also relentlessly creates demands that never existed before. Obviously this is true; yet there is a limit to the process. Detroit may be able to get away with a mere face lifting on its cars for a season or two, but sooner or later there has to be genuine innovation, or else the consumer will simply not respond. Similarly, Madison Avenue may create less-than-essential needs, from deodorants...
...spending, a shortened week. To some, America's hyped-up consumption seems vaguely immoral as well as untenable in the long run. John Kenneth Galbraith has likened it to the squirrel on a treadwheel. Yet he and other economists agree that there is really nothing wrong with the process, provided that a sufficient share of a growing economy goes into social improvement...
...looks. Paper that starts as office stationery may be reprocessed several times to reappear as wrapping or wallboard. Some 25% of all paper now derives from this "secondary forest," and there is so much reforestation that 60% more timber is maturing every year than is cut. A new process breaks up old cars into tiny bits and magnetically extracts the steel to produce a 97%-pure scrap, offering a hope that most of the nation's automobile graveyards can eventually be eliminated. Fly ash is converted to make lightweight bricks, panels and construction blocks. Celotex is using blast-furnace...
...only half in jest, that it recovers "the hangover from whisky" -fusel oil, usually blamed for hangovers, can now be largely removed from whisky and sold to paint and perfume makers. Poultry processors, confronted with smothering stockpiles of chicken feathers that would not burn, came up with a new process that breaks down the feathers into a mealy, protein-rich substance. Today, many chickens are growing fat faster on the feathers of their predecessors...
Even in the lowliest problem, the disposal of municipal and industrial wastes that pollute the air and the streams of the U.S., there has been some progress. In a process now being established in Houston and three other cities, tin cans and other ferrous-metal objects are separated magnetically from other wastes. Rags, paper, plastics and aluminum, wood and rubber are hand-picked from the conveyer belt, each for assignment to reprocessing and recovery. The remaining organic material is "cooked" and deodorized to produce fertilizer. The object in view is that each city will become a closed loop-like...