Word: aime
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...Bean. Freeport, Me. (pop. 6,700), is an unlikely Mecca. Yet every year 2.5 million American worshipers of sensible, frugal and unpretentious products for the outdoors descend on the Yankee seaside town. Their aim: to visit the one and only L.L. Bean company store, which is open around the clock and features 6,000 items, ranging from moccasins to sleeping bags to camel-hair cardigans. However, many more Americans know the company through the 75 million L.L. Bean catalogs that are mailed out annually. Celebrating its 75th anniversary this year, the company, founded to market a superior hunting boot...
...Peking's aim in allowing foreign study was to satisfy a thirst for Western technology. Since 1978 increasing numbers of Chinese have enrolled in American schools, usually to pursue degrees in mathematics or the sciences. The students, many of whom are awarded government aid or fellowships, generally work hard and live frugally...
Some campaigns aim merely to educate. For five-to-eight-year-olds, I'm a Fit Kid uses Hallmark's popular Rainbow Brite character and a coloring-book format to lay out a simple daily-workout plan. About 1.5 million copies of the book have been distributed through family physicians and educators. By far the most comprehensive teaching effort is Know Your Body. Devised for kindergarten through junior high by the American Health Foundation, it uses workbooks, skits and rhymes to handle such topics as choosing "heart- healthy" foods and resisting the bad habits of peers. In addition, youngsters...
...specialize in messy predation (lions, sharks, falcons and so forth) or humans famous for rapine and pillage (pirates, buccaneers, Vikings, conquistadors, bandits, raiders, etc.). The image of mangled flesh must be evoked, but tastefully, one reason why there are no teams named the Massacres or the Serial Murderers. The aim, of course, is to borrow ferocity, but there are signs of change. Some years ago, students at Scottsdale Community College in Arizona voted to name their team the Artichokes and picked pink and white as the team colors. Authorities balked, but three years later students got half a loaf...
...keep their buildings full, hospitals aim to shed their images as sprawling, complicated, emergency-oriented places. One method is slicker packaging. Hospitals have reorganized their services into neatly thematic departments devoted to problems ranging from impotence to sports injuries. In Philadelphia, where medical competition has grown intense, Thomas Jefferson University Hospital advertises special clinics to handle childbirth, eating disorders, sleeping problems, Alzheimer's disease and hearing loss. A print ad for Jefferson's bulimia program shows an attractive female model who says, "Eating ruled my life. I called Jefferson." The ad even provides a catchy toll-free number...