Word: thrifts
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Dates: during 1970-1979
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...thrift theme is also bobbing up in ads for durable goods that economy-minded customers might be expected to put off buying. Ads for Hotpoint appliances now boast that they "give you more than you pay for." The marketers of Toro's lawnfighter, a grass cutter promoted as a convenience item, now include in their ads the pitch that "feature for feature, dollar for dollar, it's the best buy you can make." In an appeal to the austerity mood of corporations, Cessna notes in ads for its new 414 twin turbo engine business plane that...
Most readers of the Ladies' Home Journal could take a lesson in thrift from the magazine's part-time correspondent Lynda Johnson Robb. Seven months pregnant, L.BJ.'s older daughter rode a Trailways bus from Washington to New York to turn in an article on young marrieds. Aghast, the editors rented a limousine to drive her back to D.C. But when Lynda learned that the car would cost the magazine $150, she politely declined and returned home...
...ghetto, the world outside seems unfamiliar, bewildering and often hostile. Precisely because blacks have been segregated and barred from good jobs, schools and housing, they have developed a separate and different culture. It does not always put a premium on the white man's values of work, thrift and discipline. To the ghetto dweller, the job is often secondary to other interests and demands. The New York Telephone Co., which teaches its black employees remedial reading, geography, elocution and grooming, cites the typical case of a Harlem woman who stayed home from work to baby-sit when her mother...
...reduced her weight ("I like to feel close to the bone"), and her lifestyle. The haute-couture frocks have been exchanged for thrift-shop goods. French cooking has given way to health foods, plus occasional side orders of hash. Her father owns a Bentley, a Mercedes and a Thunderbird. Peter is a bike freak. Jane owns no car and does not drive...
...they are taking steps to cope with it. Seldom has the transition from buoyant optimism to spreading doubt come so abruptly for such a large cross section of manufacturers. As a result, businessmen are paying new attention to costs and gaining added respect for the old-fashioned virtue of thrift. In pursuit of more efficiency, executives are questioning old operating methods, eliminating frills, curtailing the output of unprofitable or barely profitable products and, of course, firing unneeded workers...