Word: sparingly
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Dates: during 1950-1959
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Three Stockings. In their biggest premium campaign to date, Lever Bros. Co. offered three Cannon nylon stockings ("pair and a spare") for $1, plus one "economy" box top or two "large" box tops from one of their packaged products. Last week 4,000 to 7,000 letters a day were pouring in, and the company expects to be getting 20,000 a day by August...
...informality and casualness of U.S. living. Schoolboys started it, in the 19305, with a penchant for the copper-riveted "levis" which San Francisco's famed Levi Strauss began making for gold miners and cowhands back in 1850 (TIME, Feb. 27, 1950). High school girls quickly copied the craze. Spare-time yachtsmen found that salt water gave the deep blue levis a faded look, which became so fashionable that youngsters dumped bleach into the family wash to fade their...
...speech did Ike mention Bob Taft by name. With obvious sadness the President gave his audience the news of Taft's illness (see below), and announced that he had just sent the Senator a telegram, "saying that we well knew that we could not spare such patriotic and devoted service...
Under the Le Mans rules, each car must carry its own spare parts, tools, tires. Pit stops for fuel, oil. water and brake fluid are allowed no oftener than every 28 laps. Under those stringent limitations, the three Italian Alfa Romeo entries were forced out within the first twelve hours...
Although few Canadians have ever even heard his name, Thayer Lindsley has probably done more to develop the mineral riches of Canada than any other man of his time. Last week the tall, spare 72-year-old president of Ventures Ltd. called a special meeting of shareholders in Toronto to announce his biggest venture: a hydroelectric power development in the vast Yukon Territory, which may cost up to $2 billion and develop as much as 5,000,000 h.p., to run a great new metallurgical development in the Canadian Northwest...