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X X x X VOICE ==- --== of the CANADA, THE EMPIRE JHE WORLD AT LARGE PRESS CANADA MISLEADING ADVERTISING Radio listeners who have lost patience patience with the volume of advertising advertising which comes over the air will be interested in a report which has been made on radio advertising by the Federal Federal Trade Commission of the United United States. The Commission has made a thorough analysis of a great quantity of radio advertising material, material, and publishes its findings that a substantial percentage of that material material is false and misleading. In its investigation, the Commission Commission found that over 38,000 radio advertising advertising continuities were false and. misleading. This should make radio listeners think seriously as they listen listen to the advertising: messages being being given over the air. They have nO way of telling which messages are in. the false and misleading class and which are genuine and reliable So the natural reaction • is 1 that, in addition to finding the excessive advertising advertising obnoxious, they will mistrust mistrust it, because they will have no real assurance as to its genuineness. In this respect, radio advertising differs from newspaper advertising. Newspaper advertising, appearing in printed form, is there in a permanent permanent record, and can easily be checked checked up, and heavy penalties await the person who is responsible for the in-, serfcion of false advertising in a newspaper. There is not the same cheek on radio advertising, particularly particularly on that which has its origin in another country, and which is thrust upon listeners who have no nip'.os of checking its authenticity.--Whitby Gazette and Chronicle. DON'T DO IT Listowel woman finds, '$100 stuck behind an old wooden picture frame which had lain for several years in a trunk. It is an old trick of mankind mankind to hide away money so secure- Ï r that its. -whereabouts is forgotten only some lucky accident brings -it to light again. No doubt money thus hidden in every community and never found amounts to an impressive impressive sum--Toronto Globe, YOUR MORNING SMILE The lading was visiting the ac- quarium. "Can you tell me whether I could get a live shark here?" she asked an attendant. "A live shark? What could you do with a live shark?" "A neighbor's cat has been eating my goldfish and I want to teach him a lesson."--Toronto Mail and Empire. Empire. SAVE THE SURFACE "Save the surface and you save all," they tell us. So when we read that co-eds, of the University of Wisconsin use enough lipstick each year to paint four barns, all we can say is that perhaps it is the more important surface that is receiving attention. Barns may be important to house horses and cattle and machinery and potatoes. But just think of all the romance there is wrapped up in a pair of girl's lips! And without that romance there probably wouldn't be any use for the cattle and the potatoes Before long. Perhaps even the farmers will agree to that. By all means save both surfaces. •--SnuIt Ste. Marie Star. FIFTEEN TONS OF FREIGHT We shouldn't have been out that late but as the Post Office clock toiled two in the morning we stepped off the curb on Ontario street and deferred crossing until a huge motor truck with a trailer lumbered by and rolled to a stop a few rods up the street. The two-bodied thing was so big that even in the darkness it seemed to cast a shadow. On inquiring inquiring we found that the truck carried a load of ten tons and the trailer five tons--fifteen tons in all.--Stratford all.--Stratford Beacon-Herald. AUTOMOBILES AND LIONS The newspaper makeup editor-- the harassed functionary who stands beneath a mercury lamp and tells a toiling printer to insert this story here arid that story there--sometimes there--sometimes by putting two contrasting: stories stories side by side, be can point a moral moral more deftly thàn the most eloquent, eloquent, of scribes. An example of this appeared in an eastern contemporary a few days ago. There was a little story from France, telling how lions which had escaped from some zoo or circus had waylaid and eaten two honest Frenchmen. And the adjoining story, of equal length and prominence, was one of the very familiar traffic stories stories telling how two Americans were killed by an automobile. And the makeup man, it seems to us, did well to put those two stories stories side by side. We get a shudder out of thinking of ravening lions roaming through a civilized countryside--and countryside--and then we are reminded that our own automobiles shuttling along the highways, are more of a menace to human life than all the beasts of Africa.---Victoria Times. THE MAN WHO LAUGHS In Dedham, Massachusetts, a certain certain gentleman went to a movie comedy, As the comedy unfolded he chuckled to himself and then gave way to unrestrained laughter. The infection spread and soon the whole audience was convulsed. The laughter laughter multiplied itself, the whole audience audience being in sympathy and laughter laughter shared multiplies itself. The comedy itself, together with the hearty laughter of this one particular particular man, combined to generate such a mood in the audience that it laughed till the tears came. Then the lights came on and the audience craned its neck to see who it was had led the merry hour. Suddenly Suddenly abashed the man in question realized he was the attraction of all eyes and "'er.rehed about for a hasty; exit. ," But while he paused seeking the quickest way out, he was tapped on the shoulder and an envelope placed in his hand." It contained two free passes "Good for life, and please come often." What a world it would be if some of us could now and again laugh like that.--Halifax Chronicle. À PLEA FOR THE HORSES With the coming of the first snow of the Winter, it is not inopportune to call the attention of all firms who use horses for transportation purposes to the necessity of seeing that their animals are all properly shod for Winter weather. Every year witnesses its toll ; of sad accidents to horses, due to the fact that they have not - been fittingly equipped to meet the slippery conditions of the streets. Especially on our hilly thoroughfares thoroughfares does the necessity for Winter shoeing make itself doubly manifest. To expect horses wearing shoes designed for Summer conditions conditions to tackle stiff gradients covered covered with slippery snow and ice is not. only unreasonable; lit is an offence against humane principles which nothing nothing can excuse.--Montreal Star. A COMMON HERITAGE If additional proof were needed of the fact that so far the common cold has eluded all the efforts of science to eradicate it from humanity, news comes from an. eminent American doctor that the United States' winter sneezing bill amounts to one hundred million dollars. Ours cannot be very much less, if any, in proportion to pur population.. Dr. Lloyd Arnold, of the University University of Illinois, who makes this estimate, estimate, says that amount is spent on treatment for colds between now and spring, and adds other effects of the common cold as follows: Eighty thousand more deaths between October October and April, the majority associated associated with common colds and their complications; two million wage- earners in industry, stores and offices offices sick for at least eight days, due to common colds and the sinus infections, sore throat, influenza, and pneumonia that follow or begin as colds; and children losing time at school. If this does not make people stop and think--and sneeze--then the public public is impervious to warning. We have cold troubles of our own here, and this year they seem to be unnecessarily unnecessarily numerous. To keep dry- shod, stay out, of draughts, and treat a temperature immediately, are but the dictates of routine common- sense.--Montreal Star. the Empire JAPANESE PENETRATION We de hot Wish to appear too pessimistic, pessimistic, but the attitude of the Japanese Japanese Military power, since the formation formation of the puppet State under 61 A Noteworthy Idea ■ xi ,4H9SMP gr /:X; 11 I 1 ' ' - ' Industrial arts students at the Washington State College, Pullman, Wash., aides of Santa Claus during the pre-Christmas rush. They are pictured in their workshop repairing and repainting old and broken toys for Christmas distribution. They helped to brighten lives of the poor children in their section section of the state by work like this for the past thre e years. Emperor T'> Yi, inclines us to the view that Japan would not rest contented contented unless and until North China is made part and parcel of Man- choukuo. Geographically speaking, North China is necessary to Man- choukuo, but the Japanese claim that without financial assistance from her, the vast resources of North China would remain undeveloped, and that it is only for this reason that Japan is so anxious to separate North China from Nanking. This may or may not be the true objective, objective, but one thing is certain, that Japan has so far shown no sincerity in her avowed policy to help China along to a stable government. Under one pretext or the other, Japan may wrest North China from Nanking, and. whether the achievement of her object would bring any profit to herself herself is a problem well worth the study.--Hong Kong Press. Autos Banned No Nalls Used PERTH, West Aust.--An amending amending act to the traffic control legislation legislation in this state has been subject of debate, and the proposals brought forward by the government have found mor e than usual support from the opposition, thus expressing a recognition recognition that reforms were overdue. overdue. E. H. Angelo, in the legislative council spoke on the amending act and showed from official figures how motor traffic had simply drifted drifted from control, and pedestrian saety was a matter of only casual regard in many parts of the state and in the city of Perth"in particular. particular. Mr. Angelo's statement disclosed disclosed that traffic fatalities had increased. increased. from 42 to 69 a year since 1927 and injuries had increased in the same period from 320 to 971. The accidents rose from 2,310 to 3,123. Would Reduce All Accidents New York Safety Council Is Organized As Toll Mounts NEW YORK New York has a safety council whose .aim is to reduce accidents in the streets, in the homes and in industry by 50 to 80 per cent. It was organized at a meeting of city officials and men and women leaders called together by Arthur Wiliams, president of the American Museum of Safety. Â letter was read from Mayor Fiorello H. LaGuardia pledging the support of the fusion administration. Similar offers of air came from Police Commissioner Lewis J. Valentine, Valentine, and Walter Miller, Jr. secretary secretary of the board of education- Mr. Williams said that accidents here last year took a toll of 3,256 lives and resulted in a financial loss of about $100,000,000. * Indicating that the home may be as great a hazard hazard as the street.. Mr. Williams cited a total of 1,071 fatalities resulting in home accidents, as compared with 1,098 on the streets. Accidents in industry brought 616 fatalities and in recreation and sports the total came to 471. "During the last 25 years." Mr, Williams continued, "organized effort effort in industry has reduced all aesi- dents 54 per cent. During the same period railroad fatalities have been reduced 60 per cent, and injuries 80 per cent." Bermuda More Wary Since First Fatality in Its History Hamilton, Bermuda.--Grown more wary since this colony had the first automobile fatality in its history on September 3, legislators are now more determined than ever to keep Bermuda a "motorless paradise." When the war department requested requested that military authorities be permitted permitted to use motor lorries for transportation transportation purposes, the House of As : sembly turned thumbs down with the same firmness it refused the governor governor permission to have an automobile automobile for official use. S. S. Toddings, one of the members members taking part in the brief discussion discussion which the war department's request occasioned, told the House he had just returned from a visit to the United States where he had "anything but a pleasant time" due to the number of cars. He added criticism of the trade development board for advertising Bermuda as a motorless Eden," which he said it was not. The only motor vehicles in the colony, though, are a very few operated by the Department Department of Public Works to keep the roads in good condition. Reclamation Of Drought Areas Ottawa. -- Extension of the present program for the reclamation of died out areas In the Prairie Provinces may be undertaken by the Dominion Government, Western representatives attending the Dominion-Provincial conference were interested in the federal federal government's policy on the matter matter but the question was not discussed discussed in the agriculture sub-conference. Hon. James Gardiner, federal minister minister of agriculture, intends to have a meeting later on with the ministers of agriculture for Manitoba, Saskatchewan Saskatchewan and Alberta, to discuss the matter. As these ministers did not attend attend the conference tlie drought problem problem was left over for the other meeting. meeting. Last: session an act w as passed appropriating appropriating $750,000 for reclamation of drought-stricken areas and the inauguration inauguration of measures to prevent future suffering from drought. The act provides for a five-year program and for the next four years the annual annual expenditure is to be $1,000,000. A large committee of technical experts, farmers, business men, representatives representatives of the federal and provincial provincial governments was set up to direct direct the. program. It is understood the western provinces provinces were informed the Dominion is prepared to consider an enlargement enlargement of the program on the basis of the present set-up. The agriculture sub-conference considered considered the Farmers' Creditors Arrangement Arrangement Act but made no recommendation recommendation concerning it. Some provinces provinces were opposed to the act, some favored and wish it retained. Earlier in its deliberations the group devided in favor of a revision Of government grants to fall fairs*. These grants are now made by both Dominion and Provincial governments under, different conditions. It is proposed proposed to set up a committee to draft a uniform policy and standardize the methods of making grants to fairs all across the country. 1 New Hermone Speeds Growth Found By Botanist -- Two Crops Per Year Seen As Possibility IOWA CITY, Iowa -- The possibility possibility of speeding up plant growth in cold regions and extending plant roots in arid regions to obtain more moisture, was seen recently by Pro- fëssor Walter F. Loehwing, University University of Iowa botanist. He announced experiments with a new laboratory-produced plant hormone hormone led him to believe "a century plant may be turned into a perennial flower bearer." By treating plants with a salve in which this activating substance was suspended, Loehwing forced them to grow in circles, produced roots from a lily blossom, shortened the growth and bearing periods, and developed stronger plants. He envisioned wide commercial possibilities in the new substance. He declared it may be used in making making commercial fertilizer a better product: It is the substance in barnyard barnyard manure," he declared, which makes it a better fertilizer than commercial commercial fertilizer. He said it may be possible to speed up plant growth in moderate climates climates so two crops can be harvested where one was harvested before. The hormone, called "hextroauxin" is produced here synthetically by Lyle C. Bauguess in the university chemical laboratories. Loehwing said a vital of the substance no bigger than his index finger contains more growth hormones that can be produced produced by a square mile of. plant vegetation. Dr. Bauguess, he said, is the first chemist to produce hextroauxin in quantity. Trans - Canada Route Backed Ottavvwa --- Rapid constructions of the long-dreamed highway extending from Halifax to Vancouver, the Tnuis r Canada route, was evisioned to a committee report to the Dominion- Provincial conference. The Dominion agreed to contribute 50 per cent, of a province's coat of constructing the highway and the same proportion of feeder roads,. Eliminating of dangerous railway crossings also was recommended. The report read as follows: Following a lengthy discussion, on the general subject of highways, with a view to further increasing tourist traffic in all parts of the Dominion and as a useful and profitable means of increasing employment, providing revenue producing public works and stimulating- business, it was resolved that contributions of the Dominion government for highway construction fie on the basis of 50 per cent, of future future provincial expenditures for con- structfon of the Trans-Canada highway highway to a standard designated by each province and approved by the Do- minon government, and of such other highways as may be designated by the provincial governments and approved approved by the Dominion government •as. being for the general benefit ofithe development of Canada. V It was also resolved to make a suitable suitable recommendation to the Dominion government with -.a view to the earliest possible elimination of all existing level crossings in all parts of the Dominion.