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Mr. Yamada is best known for his work on the docile, touching "Tora-san" films, a seemingly endless series of modest soap operas about a pleasant homeless peddler.
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(The current label features more modest claims: besides washing, the soap makes a good denture soak).
Those numbers remain modest compared to those of Big Soap, but a walk down the cleaning aisle in almost any supermarket reveals not just Method's reach (Ginger Yuzu dish soap, Pink Grapefruit hand wash) but its impact on competitors (Clorox Green Works).
The Dutch consumer products giant purveyor of Ben & Jerry's ice cream and Dove soap, among other brands trades at a modest 3.1 times book value.
It all builds toward a melodrama of modest ambitions, too proud to be shameless -- perhaps not realizing that soap opera and good taste may be one of the least appealing of contrasts.
"This is not a soap opera, it's a sweeping epic," said Lia over afternoon tea at the couple's modest villa in central Bucharest.
Fox's teenage soap opera "The OC," once a promising ratings draw for the younger viewers prized by advertisers, mustered only a modest audience on Thursday in its series finale at 9 p.m.
Quiet stories involving modest earners wearing dour complexions and house dresses have always had a hold on the British; the working-class soaps "East Enders" and "Coronation Street" still dominate television ratings after decades on the air.
Robert: Modest.
So modest.
Plain soap?
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