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MARTY KAPLAN: Springtime for Schmucks


URL: http://www.jewishjournal.com/marty_kaplan/article/marty_kaplan_springtime_for_schmucks_20100705

If I hadn’t seen the word plastered on a billboard on La Brea Avenue, I would never have remotely considered using it in print myself. But there it is, in a five-foot font, just a few miles from the West Hollywood club where Lenny Bruce was arrested for saying it in 1963. Soon, no doubt, promoting a movie that will open on July 30, it will be seen on buses and benches and 30-second television ads airing in family-friendly prime time, and on the robotic lips of Mr. Moviephone: “Please confirm your order! You have purchased TWO tickets for the 7:20 showing of DINNER FOR SCHMUCKS.”

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What's this word?