Download A History of Howard Johnson's: How a Massachusetts Soda by Anthony Mitchell Sammarco PDF

By Anthony Mitchell Sammarco

Howard Johnson created an orange-roofed empire of ice cream stands and eating places that stretched from Maine to Florida and all of the option to the West Coast. Popularly referred to as the "Father of the Franchise Industry," Johnson introduced strong nutrients and costs that introduced appreciative consumers again for extra. the horny white Colonial Revival eating places, with crowd pleasing porcelain tile roofs, illuminated cupolas and sea blue shutters, have been defined in Reader's Digest in 1949 because the epitome of "eating locations that seem like New England city assembly homes dressed up for Sunday." Boston historian and writer Anthony M. Sammarco recounts how Howard Johnson brought twenty-eight flavors of ice cream, the "Tendersweet" clam strips, grilled frankforts and a menu of scrumptious and conventional meals that households eagerly loved after they traveled.

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Extra info for A History of Howard Johnson's: How a Massachusetts Soda Fountain Became an American Icon (American Palate Series)

Example text

In fact, the ceremonial/reverential tone of the commercials is noteworthy insofar as it reproduces the ceremonial register of the news coverage. The repetitive disintegration of the Wall in the news coverage is recaptured/ remembered/reenacted as a pleasurable event for an American audience, a solemnly happy event that recaptures the happiness on the faces of the Easterners and the music and spirit of the celebration in front of the Wall.

The montage continues: another man and children hitting the wall, one girl removing a piece, an officer putting a rose through a buttonhole, and the face of a smiling girl. The ad voiceover says, “The gift of freedom is the greatest gift of all,” and Greenfield’s voiceover answers the question he had previously asked about the images with this: “No. From a Pepsi commercial ” as the logo “peace on earth” with the Pepsi brand appears on the screen. More ads follow, for AT&T and for Drixoral, and they are commented on by Greenfield in a similar fashion.

We move back to the Wall, where, as Brokaw tells us, we can see “only a small part of what’s going on tonight,” and we move again to another reported tape, yet another border scene. The Berlin Wall is established in a metonymic relation to “what else is going on tonight,” as the one site that captures the joy and ‘essence’ of all these different border crossings. We are aware of a number of movements: the coverage moves from West to East (the position of the cameras in ‘live transmission’ at the Gate, where Brokaw is “live” in the West, and we are positioned to see him from the West) to filmed footage from/of the East and back.

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