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Canadian Statesman (Bowmanville, ON), 4 May 1950, p. 10

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PAGE TEN ?WE CANAMAN STATESMAK. EOWMAI<V!LLN. ONTAMO THtTRSDAY. MAY 4th. 1950 Advertising Has an Impor tant Place In Economic, Political and Cltural, Role in the Lii e of Canadians Ottawa, April 28: Advertising, as a key component of the indus- trial vigor that is salient ingredi- ent of our national strength, is an important factor in Canada's present and future stature in an unquiet world, it is stated by the Association of Canadian Advertis- ers, Inc., in a brie! presented here 'today to the Royal Commis- 4M OURS TO PROTECT The REDSTART is one of the most brilliant wa rblers. A black and orange patfem makes him a most delightful sight as he darts in pursuit of flies and lnsects. Protect him-a beau- liful bird and a valuable one. Look for him in thick, second- growth sapIingý. 1 Y URSTOENJO CARLING'S THE CARLING IREWERIES LIMITED WATIERLOO, ONTARIO 1945U CARLINOS D708 sion on National Development in the Arts, Letters and Sciences. The Association, whose mem- bership embraces 155 o! Canada's 3largest national advertisers, ad- ministers three other independ- ent bodies whose common pur- pose is the improvement o! ad- vertising efficiency through fac- tuai analyses of the coverages of the principal advertising media. These are the Canadian Circula- tions Audit Board, the Bureau of Broadcast Measurement and the Canadian Advertising Research Foundation. Outlining what it described as advertising's economnic, political and cultural roles in Canadiar li!e. the brief declared that ad- vertising is "inextricably woven into the fabric of our destiny as a nation" and accordingly "merits n ot destructive criticism, un- thinging ridicule and harassment, b ut broader understanding, ac- ceptance and support." The Association characterized advertising as "basically an econ- omic force that justifies its exist- ence by its productivity as such." But it has "cultural overtonesý any study o! Canadian arts andj letters might properly include" and "may be said to have assum- ed some political implications." Three Recommendattons Three recommendations point- ed up the Association's brief, The first bespoke the government's co-oper.1tion with the independ- ent public - service advertising body, similar to the Advertising Council in the United States, whose organization the Associa- tion bas decided to explore. This would support with maximum advertising impetus any national movement that was timely, non- partisan, non-political and indis- putably in the public interest. The second urged that the reg- ulatory powers of the Canadian Broadcasting Corporation be di- vorced from the radio broadcast- ing business "in the best interests o! advertising and the general 130 King St. E. Phone 570 O. P. P. Readies Bikes for Highway Safety Work public." This was reiteration of 1a view the Association expressed »three years ago to the Parliamen- tary Committee on Radio. The third recommendation en- dorsed the suggestions of the INational Gallery of Canada for establishment of a national mus- eumi of industrial art and the teaching of industrial design in all the provinces. In this con- nection the Association expressed the belief that over and beyond high quality and sound functional construction, good design is es- sential to continuing public ac- ceptance of consumer products. Taken for Granted "Like many another prime ele- ment of our democratic way of lîfe," said the brie!, "advertising seems taken for grantied by large areas o! our people. It is under- standable but lamentable that there is not keener public aware- fless: 'That advertising is the main support of our free press (a con- vincing majority of Canadians was revealed by a recent Gallup Poîl to believe that advertising lends interest to our newspapers and magazines); "That advertising has most -ef- fectively supported our editorial media in widening political and economic literacy; "That advertising was one o! the government's most effectivee home-front weapons in winning the war; "That advertising can aid mat- erially in securing the peace." Consumner advertising, the As- sociation stated, reduces produc- tion casts by multiplying produc- tion and increasing manufactur- ing econom-ies. It also reduces selling costs. In reaching pros- pects. in arousing interest and in creating and maintaining de- mand, its cost, as a selling in- strument, is only a fraction of what otherwise would be entailed. "Competition dictates that both these savings, in selling costs and in production casts, be passed on to the consumer. Farthered Expansion "Consumer advertising bas fur- thered the expansion of our ec- onomy. It helps create, sustaint and extend employment by de-2 veloping and widening the de- mand for the products of indus- - try. High-level empl o y m e n ti means high- level purchasing1 power. "Advertising's universal use in the distribution of goods and ser- vices testifies to its efficiency. It is significant that with ahl its in- genuity modemn business has de- veloped no alternative. "Somte critics of advertising re- veat little grasp of its varied eco- nomie functions. Others have shown unfamiliarity with popu- lar tastes or a lack of understand-c ing of the consumer's decisive and1 eternal power to pass judgment1 ~-!b1ue coal' BUDGET PIAN 1$ "LIFE SAVER" FOR POCKETDOOKS THE SOONER YOU START THE MORE YOU S'AVE-Phone todcuyl SH3EPPARD & GILL LUMBER CO, LTD, 96 KING ST. E. BOWMANVILLE PHONE 715 fon advertising by the simple 1switch o! his patronage." Brand names, the Association holds, require the manufacturer ta deliver consistent quality and assure the consumer consistent value. Consumer favour and freedom o! choice strengthen markets for reliable brand nam- es; they also prune out and de- stroy products and services that do not measure up to their adver- tising. In the preservat!on o! freedom of choice, advertising is thus a major factor. And freedom of choice is a sure safeguard against advertisîng's use in any manner inimical to the public interest. The same unrestricted freedom of choice which advertising of- fers the buying public is also the abvious right of its users and that right should be protected by every legitimate means. Important Segment Advertising itself, as an indus- try, the Association declared is an important segment of aur eco- nomy. Together with its inumer- able suppliers and collateral in- dustries it provides considerable employment, cariers large pay- rolîs and generates substantial buying-power. "Those who contend that ad- vertising, particularly spok en, bas tended to debase our national tastes in music and drama lose sight of the more than compen- sating contributions it has made to the improvement o! those tastes. "There is no such thing as uni- versality of appeal; advertising must accordingly employ an in- finite variety of appeals to ach- ieve its prime purpase. Many of these appeals accordingly find response in only a segment of the public, some stimulating more advanced intellects and more re- fined tastes than others. "Advertising bas contributed to Canada's cultural advancement in three ways; first by helping raise the standard of living so that great leisure has been avail- able for cultural pursuits; second- ly by helping to cultivate a more general appreciation of fine mu- sic and drama; thirdly by offer- ing, as an industry, a lucrative training ground for many an aspiring artist and writer. Canada, the brie! declared, should be proud o! its advertising industry. which is qualitavely unexcelled anywhere i n t h e world, and o! its pioneering achievements which have won recognition abroad. Law of Dimninishing Return (by Joseph Lister Rutledge) The dictionary defines the "law o! diminishing return" as "the law that an increase of capital or labour applîed beyond a certain point causes a less than propor- tionate increase in production." Recently many Canadians gave tbougbt, and voice, to the appli- cation o! this ancient law in terms of the relations between risk cap- ital and the future a! our country. Fortunately for alla! us, the Hon. D. C. Abbott, Minîster o! Fin- ance, indicated clearly in his Budget Speech that the federal governmént is fully aware of the inevitable workings of this in- exorable law. A few days before the budget was brought down, newspaper stories from Ottawa reported that the incarne tax department ap- peared to be planning ta levy what amounted ta a tax on cap- ital gains. The details o! the par- ticular case that gave rise ta the newspaper speculation are o! less importance than the details o! outcry that resulted. Canada, it was painted out by some thouglit- uil citizens, is stili a Young coun- try, stili in need o! investment a! great' sums of capital if it is to reach its maximum development. Ottawa, it was said, by allowing certain tax deductions on earn- ings a! stocks had already estab- lished the principle o! encaurag- ng investment here o! job-mak- ng capital. Parliament, it was claimed, has not given, %0 prob- ably would not give, officiai sanction to a tax on capital gains. ci ti s ti a ai h C( is Obnoxlous Odor At Lions Centre End in Cremation An unknawn tom cat passed on ta the land a! everlastîng catnip some time hast week under the floor o! the Lions Community Centre, repbrts Lion Ross Stev- ens. Assisted by Denny Tierney. and given moral support by Re- creational Director Don Shay, Ross entered the narraw space formed by the undeveloped base- ment o! the soutb wing a! the Centre ta grasp the deceased fe- line with- a pair a! six-foot clink- er tangs. Witheut aid o! gas mask he tenderly withdrew the remains and with the farmalities due one who bas parted thîs life cremated the wee beastie iii the Community Centre furnace. It is boped that wherever this unnamed creature spends eternity he will find that place abouinding in fresh caîfs' liver and flowing with cream. The presence o! the animal would bave neyer been suspected had it not been for the aver- powering odor which began ta circulate tbrough the Centre some time last Friday. Voices from the basement led an alert reporter, who was snoaping for information on the future or re- creation in Bowmanville, to in- vestigate. By the time the reporter had reacbed the scene the late Tom Cat had been dispatched. Tbe tale o! sadness was pieced ta- gether from the partly coherent words o! those who attended the funeral. Can we draw a moral from this incident? Surely. Mare than one child o! nature lies unheeded in a forgotten spot, lost to the eyes o! jmankind forever. It reminds one o! the hast dying place o! the ele- phant in Africa, where the huge animais lie down in wearincss and old age ta leave their bancs ta bleach in the sun. The cause o! the death o! the cat was thought ta be an exces- sive amount o! recreation. OBITUARY SYDNEY R. WONNACOTT Manager for 25 years o! the Grassmere Orchards and Picker- ing Jersey Herd, owned by Frank M. Chapman, R.R. 1, Pickering, Sydney Robert Wonnacott died in the Oshawa General Hospital, April 27th. The deceased. who was in bis 4lst year, entered the hospital a week ago for an ap- pendectomy and at the time o! his death was apparently on the road to recover-. A son of Mrs. Frank Wonnacott o! Bowmanville and the late Mr. Wonnacott, the deceased was born near Bowmanville. Possessed of a fine disposition and a good salesman he was a member of the Audley Community Club and was active in many phases of the T 1CK ET S TO EVERYWHERE Air, Rail or Steamship Consult JURY & LOVELL Bowmanville 15 King St. W. Phone 778 Wldcats are risky To an ail man a 'wildcat" la a well drilled in an area where cil has never been found. Drilling a wildcat is a risky undertaking and a costly one. Some wells have coat mare than a million dollars-and have not heen successful. For that reason ail men make as certain as they cdn, bef ore drilling, that there is a good chance of finding oil. They use the most modern instruments and skills ta locate each drilling site; but still the odds are 20 ta one against them. Only about one wildcat in 20 hecomes a praducer. Over the past 30 years ail men have worked continuously against these adds. In western Canada Imperial alone drilled 134 wells- ail dry-before the Leduc field was discovered in 1947. But the end resuit has been new ail for Canada and henefits for Canadiens. There are thousands of new jobs. Millions of US. dollars art; being saved as- the need for imported ail lessens. And, as another naturel resource moves toward f ull development, the Canadien standard cf living climbe higher. These are real henefits ta Canadians and they will increase as mare ail 15 faund. But ta find mare ail and ta spread the advantages it bringa, ail men must continue ta work against long odds. 'ýometimes a job that mn ust be done can' t le done without great risks. IBringing you oil is a big job 1 e e e cnda costly one About Canada's Oil-Canada's proven ail reserves now amaunt ta about ane billion haryels, as campared wxth anly 72 million barrels in 1946. If is estimated the cil industry willI spend $150 millions for exploration and development in western Canada this yeur. Lat year Imperial drilled or shared in the drilling cf 70 wildcat Wells. Wells drilled by Imperi al ta find and produce cil in Canada during 1949 tatalled 231 miles in depili. community life. He was a mem- ber of Pickering United Church and enjoyed the high esteem of ail who knew him. Besides his mother he is sur- vived by his wife, the former Dorothy Jean Annan: two daugh- ters, Carolyn and Marilyn and four sons, Frank, John, William and Stanley, ail at home. Also surviving are two brothers, Nor- man of Toronto and Arthur. Funeral service wvas held in Pickering United Church, Mon- day. Interment was in Mount Lawn Cemetery. SÇERVICE' .Gals. $2.95 Wo rk Pants Local Mail Service Mail Closes Going East -_ _- 10:30 a.m Going local Rural Routes--- 8:30 a.mn. Going East and West 3:00 p.m. Going West --- .... 10:00 p.m. Mail Arrives From East and West - 8:30* ar. From Wcst 12:06 -noon Promn East 8:00 p.m. Cut Whs schedule out and paste up in a handy place for referene KINGD'S R ADIN Phone: Day 561 - Nighis 561 - 707 - 922 SIX MODERN CARS ... ALL PASSENGERS INSURED. ...PROMPT EFFICIENT SERVICE Operated by Lathiangue Bros. War Surplus and Factory Clearance Store THE PLACE TO BUY AND SAVE Special ! SPRING CLEARANCE 0F -PAINT ALL COLOURS" ONLY Qis. 85C - Shits -Socks Shoes *Jackets AND MANY OTHER ARTICI 'LES 'I IMPERIAL OIL LIMITED Ready For Spring and Summer Work? See the New MOTO NOWER best known name in power miowers for over 30 years. Every type of model from $115 la $515 Complete Stock of Garden Machinery SAM'S GARDEN TRACTORS... *.NEW MAXWELL LAWN MOWERS Lawn Mowers Sharpened and Repaired WAGON WHEELS CUT DOWN FOR RURBER TIRES D. R.Alldread LOW PRICES ON MEN'S AND BOYS' BOWMANVILLE PAGE TEN lr=SDAY, MAY 4th, lose w Mobility is the keynote fzr Provincial Police Officers w ho inspection program. Motorcycles, re-introduced ta the high- enforce speed limits and other highway safety~ laws. At left, ways last year by the Provincial Police, will be used even more above. Eric Richards adjusts the carburetor of one of the police this year ta keep the expected large traffic volume moving ot motorcycles; at right, master mechanic Laurence Clarke lubri- 1safe speeds and ta crack clown on dongerous drivers. coates a saddle mounting as part of the Spring tune-up and1 24 DIVISION ST. BOWMANVILLE "M CANABIAN STATESMAN. BOWMANVMLLP. ONTAMO

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