Games: Yellow Fever

Moving with deadly mischief across the Midwest last week was still another herd of galloping gags. Hard on the heels of the whatsits (TIME, May 29), the new yaks cropped up first in newspaper ads and TV spot commercials in Nebraska, Iowa, South Dakota and North Dakota. Designed to stamp out the elephant jokes, they had a more professional intent as well, namely to promote Northwestern Bell Telephone Co.'s classified section. Sample Northwestern ad: "I found intestinal fortitude in the yellow pages. Where? Under Abdominal Supports."

Gagsters instantly leaped into the fray...

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