Word: retton
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Dates: during 1980-1989
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...would surely not surprise Frank Cross, the sleaze-hearted TV executive played with conniving brio by Bill Murray in Scrooged. Frank has even planned a Christmas Eve broadcast of A Christmas Carol, with an all-star cast (Buddy Hackett as Ebenezer, Mary Lou Retton as Tiny Tim). He is bursting with creative ingenuity: he wants tiny reindeer antlers stapled on the forehead of a Christmas mouse. But Frank is about to get scrooged by the ghost of his old boss (John Forsythe), and three Christmas spirits want to teach him a lesson in generosity. He will hallucinate an eyeball...
What is ominous is that Reebok ads are remarkably successful at achieving what all advertising attempts to do, namely associating a product with an identity. It's the old ploy--eat Wheaties and you'll be as bouncy and healthy as Mary Lou Retton--but it has an added twist. The U.B.U. ad campaigns refers not just to appearance or to health or to product quality. It refers to how we see ourselves as Americans. And by using sneaker. The campaign emphasized the crucially American dialectic of individual versus community. We can all wear the same sneakers, the ads tell...
...neutral, but if a sport offers dim prospects for a U.S. medal, it gets scant airtime. U.S. viewers intrigued by all the advance talk about Soviet gymnast Dmitri Bilozerchev were able to view only a smattering of his routines, although the reporting team of Dick Enberg, Mary Lou Retton and especially Bart Conner explained the events incisively. Fans of men's diving were lucky to see Greg Louganis tucked into the bottom right-hand corner while a minor basketball game dominated the screen...
...ridiculed the chances of the veteran Soviet Elena Shushunova, 19, scoffing, "She's used up like old battery." But her dry cells powered the Olympics with regular flashes of just slightly imperfect 10s, including a necessary one against Rumania's Daniela Silivas that brought back Mary Lou Retton and little Ecaterina Szabo from 1984. Puberty and Big Macs have reportedly ganged up on Szabo this year. Four years later, it is a rare Shirley Temple who doesn't come back as Shelley Winters...
...Olympics were seen as the best vehicle to bolster the then-third place network's sagging Nielsen ratings, in the same way that gold medals made superstars out of Bruce Jenner, Dorothy Hamill and Mary Lou Retton. Instead, the network had to cash in on insurance coverage to cover its loss...