1965: The psychologist Ivar Løvaas reported success in his efforts to treat autistic behaviour in 5-year-old twin boys using electric shocks. In experiments at the University of California, Los Angeles, one of the boys, Mike or Marty, would be stood barefoot in a room with an electrified floor. A researcher would stand in front of him and beckon him: “Come here.” If the boy didn’t respond within three seconds he would be given a painful electric shock. After just a few sessions, the boys learned to “practically jump into the experimenters’ arms”.
Tag archive: California
1907: In 1870, there were 30,000 orange trees in California; 20 years later, there were 1.1 million. At the start of the 20th century, Californian citrus growers ran the risk of producing more oranges than they could sell, and with recently planted trees set to begin bearing fruit, the problem was likely to worsen.
Growers faced a stark choice – reduce supply or increase demand. So, in 1907, the California Fruit Growers Exchange teamed up with Lord & Thomas advertising agency. The growers adopted the name Sunkist for their produce; the advertisers launched energetic sales campaigns and devised snappy slogans.
“DIGITAL WILL BE GIVING A PRODUCT PRESENTATION OF THE NEWEST MEMBERS OF THE DECSYSTEM-20 FAMILY; THE DECSYSTEM-2020, 2020T, 2060, AND 2060T. WE INVITE YOU TO COME SEE THE 2020 AND HEAR ABOUT THE DECSYSTEM-20 FAMILY AT THE TWO PRODUCT PRESENTATIONS WE WILL BE GIVING IN CALIFORNIA THIS MONTH.”FIRST SPAM EMAIL, FROM DIGITAL EQUIPMENT CORPORATION TO 593 ADDRESSES ON ARPANET, 1 MAY 1978
1955: James Dean was killed on 30 September when his new Porsche sports car collided head-on with another car on a California highway. The impact broke the young actor’s neck and crushed his chest; the driver of the other car suffered only minor cuts and bruises. (The other driver’s name, incidentally, was Donald Turnupseed.)
Source: Donald Spoto, Rebel: The Life and Legend of James Dean (1996), pp. 248–9
1916: Threatened by a severe water shortage, San Diego resorted to a rainmaker to fill its reservoirs. Charles Hatfield promised that for $10,000 he would fill the city’s Morena dam; if no rain fell, he wouldn’t get a cent.
Hatfield began work on New Year’s Day. Four days later, it began to rain – gently at first, and then heavier, and then in torrents. Too little rain became too much. Rivers broke their banks, bridges collapsed, roads and railway lines were cut, houses floated away.
When Hatfield demanded his $10,000, the city council refused to pay up and blamed him for the widespread damage. Hatfield filed a suit against the city, but never got his money.