Timeline – 1970 Part 1

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Hi and Lois Sunday page color proof, February 22, 1970.

Herb Caen was a San Francisco newspaper columnist who helped add to the cultural lexicon. In 1958, he invented the term “beatnik” to describe local bohemians and during the 1967 Summer of Love, popularized the word “hippie.”

The hippies had their own language, using superlatives like “groovy,” “boss,” “outta sight,” “far out” and “righteous.” They got “bummed out” when things didn’t go well or “freaked out” when they got out of control. They “toked” on “joints” to get “stoned” and protested against “The Man.”

In the Hi and Lois Sunday page above, Chip gets in trouble for calling his mother “big mama.” His “big daddy” has to explain to him why that wasn’t “cool.” I was seventeen years old when this episode ran and don’t remember ever calling anyone “big mama” or “big daddy.” They sound more like terms that blues or jazz musicians would use.

Previously, in this Timeline series, we reproduced Sunday pages from slick color proofs that King Features would send to their artists. Beginning in 1970, they started printing these on cheaper newsprint. That is why the colors in Sunday page above are not as bright as in previous posts from the 1960s.

We will continue with more examples from 1970 in future posts, so be sure to check back.

– Brian Walker

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