Word: underarms
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Dates: during 1980-1989
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...fruit of research into the mores of the late 19th century middle classes in America. Her novel is dense with such tiresome detail as the Zinn family's favorite books (Blanche of the Brandywine and Polly Peablossom's Wedding), songs (What Is Home Without a Mother?) and underarm deodorant (chloride of lime and powdered salicylic acid). Oates' heroines quote liberally from the world's worst verse, culled by the author from such works as The Ladies' Wreath, a Magazine Devoted to Literature, Industry and Religion. But what the women in A Bloodsmoor Romance seem...
...about the American dream. Likewise for Peters, who seems to feel obliged to say most of her lines (and especially winners like, "I am not very at ease with people...[long pause]...Men I mean") in a monotonous baby-doll voice uncannily reminscent of a T.V. commercial for an underarm deodorant called "Tickle." Both Martin and Peters approach their roles in a curiously stylized way, staring out of glazed eyes either vapidly (Peters) or with an intense manic glow (Martin). Only Jessica Harper, who plays the dull, frowsy Joan, seems to be able to travel comfortably between the make-believe...
...Maxwell House instant coffee, stole millions of dollars in sales from the older product. Other attempts at brand extension fail because the gap between the old and the new items is too wide. Arm & Hammer, for example, unsuccessfully tried to stretch its baking-soda name to include an underarm deodorant. The company is still trying, however. It has put its name on new deodorants for carpets and cat litter...
...these subplots of our viewing lives are frequently more skillfully made and better remembered than the programs they sponsor. Moreover, the relationships between commercials and fairy tales are too strong to ignore. Princes and Princesses Charming, sturdy folk and innocent children are besieged by malicious forces. Tooth imps and underarm pixies generate embarrassing vapors; gremlins leave grimy stigmata on clothing, and devilkins foul points and plugs. Inevitably, the hapless are rescued by products borne by genii in plastic bottles and godmothers in overalls...