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~G Ce a yt os wh > oe ot -. a SAN Siw WRAY A TR TE DR) RV ot SEPARA LEE New, improved chips Congratulations to Ursula Appolloni, York S. Liberal MP who warns that television advertising is making skeptics out of our children. In an encore she'll probably tell us the sky is blue. And the old chestnut about tv making women out to be dim-witted morons who's sole purpose is to get a whiter-than-white wash? Yup, she discovered that one, too. Welcome, Ursula, to the '70s. It was back in the 60s that two policemen chased a white tornado into' one - lady's kitchen, while a bleach-blond fellow wearing a trenchcoat and riding a plastic bubble arrived to save householders from the perils of the thin garbage bag. We think that just maybe, Mrs. Appolloni is looking in the wrong direction for her warning. Advertising, it seems, has grown more sophisticated when dealing with young people, and more out and out crude and simplistic when dealing with adults. Case in point. A certain soft drink commercial promises a more unified, better world with its cola as the common denominator. Not hardly a realistic premise, but what the heck, a step in the right direction. For the adults, on the other hand, they"ve got such sophisticated gems as the two-piles-of-wash-and- paper-covered-detergent trick, or the sutle hint of the sexy sweety who flirts with the viewer. I do it," she tells the viewer. Women are the morons? How about the commercial where the guy wears a brand of deodorant or cologne, then must put up with the savage attack on women. A shot at humour, perhaps, but with a psychological message. For those (adults) who've missed the message, adver- tisers have even become more straight-forward. One fellow walks along a crowded beach dressed in swim trunks and the advertiser's brand of cologne and dozens of sexy nymphs look his way. How about the sexy lady who states sh&'d rather have her man wearing a certain kind of cologne 'or (wink, hint, hint) nothing at all." How's that for sutlety. Judging from the empty sections of counters (or huge stocks), a lot of us sophisticated guys are giving a disgusted "how-stupid-do-they-think-we-are-ack- nowledgement...then rushing to the supermarket to pick up a bottle. Used to be that manufacturers were interested in earning and keeping customers. Today the market is so great--and the mass media so effective--that many advertisers don't need two-time customers. A one-shot deal will make the million. Given the right packaging and a good enough blanket advertising campaign, and you could 'prob- ably make a million selling cattle chips. How do you regulate, for ~xample, the advertiser who's commercial is so bad it's become a household word. But wouldn't that work against the advertiser? Hardiy. One particular commercial has been on the air for well over 10 years, is used for an example of tasteless advertising in practically every discussion on the subject, and comedians and television personal- ities never fail to use it in their routines. Idea of advertising is getting the name before the SRA DOR ASAT ALIA TAS O Soo e%! o® 805000 OSORNO > o, 040 020000 0% 0 "HAVE A GOOD BELT FOR THE NEW YEAR !" Remember When ..? 50 YEARS AGO Thursday, January 7, 1926 It might be interesting to compare some of the grocery prices of 50 years ago to those of today. James McKee and Son ad- vertises 10 lbs. granulated sugar 63c; navel oranges 37c per dozen; orange marma- lade, 16 oz., 2lc; ground blend coffee 49c lb. There was a great crowd to see '"'Charley's Aunt" in the Blackstock Town Hall New Years eve. The hall was packed and many had to return unable to buy tickets. "The receipts were a record for the Blackstock Hall, $137.00. "Charley's Aunt" was also shown in the Port Perry Town Hall, but this was a film presentation with Sid Chaplin in the title role. 25 YEARS AGO Thursday, January 4, 1951 302 voters in Reach Town- ship voted in the affirmative in support of the Community Memorial Hospital to the tune of $12,500. 259 voted against. Elected to the 1951 council were T. H. Harding, reeve; Harry Phoenix, deputy-reeve; Malcolm Bailey, Elmer J. Gibson and Leslie Smith, councillors. Ernest Hayes was elected reeve in Port Perry, and Dr. M. B. Dymond, Harry Peel, Hugh Santer and Frank Hastings, councillors. The C.M.R.C. committee appointed Mr. Art Brunton in charge of the official opening ceremonies of the Reereation Centre, Friday. Chicken pox, mumps and measles were almost of an epidemic nature as reported by correspondents in Utica and Epsom. 15 YEARS AGO Thursday, January 5, 1961 Keith Bacon was elected president of Port Perry public. A definite accomplishment by this particular advertiser. What we can regulate, however, is outright harmful advertising. Some popular drugs and home remedies, Junior Farmers for 1961. Bruce Leask was elected vice-president and Morley Davidson, secretary- treasurer. As a challenge in order to obtain their Gold Cord, two Port Perry girls, Margaret Ann Witherspoon and Donna Marie Heayn planned and carried out Blackstock Brownie Pack 2 in the Community Hall, Wednesday evening, about 300 residents of Cartwright enjoyed an evening's enter- tainment in the Recreation Centre, sponsored by 1961 Council. Port Perry council passed a resolution to have all local firemen covered for $5,000 under the Workman's Com- pensation Board. 10 YEARS AGO Thursday, January 6, 1966 Three babies were born within seven hours on Dec. 29 at the Community a' party for Memorial Hospital. Two boys and one girl competed for being the one closest to New Year, and the winner was the girl, Kimmerly Michele Faulkner, Black- stock. Rev. R. Rose will also assume the responsibilities for St. John's Anglican Church in Blackstock. Rev. Rose arrived in Port Perry October 1, 1965, and took charge of the Church of the Ascension. ) Mr. Leslie Smith of the High Point Farms, Reach Township is to appear on the TV series "This business of Farming", Tuesday, January 1L. Dr. M. B. Dymond, Minister of Health for Ontario, has recommended to medical officers of health throughout Ontario that the sale of plastic covered ice balls and novelties for cool- ing drinks, originating in Hong Kong be discontinued immediately. for example have been proven to be at best useless--at worst harmful to the user. Save for a few words changed in the advertising slogans, theyre still for sale..enjoying record sales. This crazy World It's a pretty cock-eyes world we live in going to be tooken as we have never been are known far and wide, with the exception -and the world is that much shabbier. (AOS S : NA NL RARE Re fv RE SNATRS SEEN 5 "these days. Everything my generation was brought up to respect and admire has become a subject.of derision. Everything we were aught to despise has become an object of veneration. Or so it seems to these rather glassy eyes. There's no denying it's an interesting time to be an inhabitant of the world. Just as it must have been an interesting time in about 600 A.D. to be a Roman citizen. Raging inflation, vandals at the gates, but free bread and a new smash hit at the Colos- seum, bill changed every Thursday. Perhaps the only thing for the sage or the cynic to do, in order to retain his sanity, is to stand on the sidelines and sob. I prefer to chuckle, with only the occasion- al. quickly choked sob. I'm chuckling with about the same amount of hilarity sas Cassandra, the Trojan princess. She was given by the gods the gift of prophecy, with the proviso (the gods always had a catch in it) that nobody would ever believe her glimpses into the future. Right now, I'm chuckling merrily about theOlympics. About two years ago, and again last year, I spelled it out, loud and clear, right in this very space. We were ~tooken before. _,. Just recently, we entered Phase 2 of my predictions. That outstanding Canada, that huge frog in the big puddle, Mayor Dropout of Montreal, was right on schedule. 'He dropped out, and turned over a debt of about half a billion (not million, billion) dollars to an even bigger frog in an even bigger puddle, M. Bareassa. The name itself is prophetic; that's the way we're all going to wind up. Phase 3 consists of M. Bareassa handing over the muddle to Pierre Fuddle-Duddle, the biggest frog in the biggest puddle of all. And I don't think I have to tell you what Phase 4 consists of. If you can't see the handwriting on the wall, either you have a reading diability or you are not a taxpayer. Let me assure my readers, my assistant department head, Miss Sauve, and my shuffle board partner, Mr. Chenier, that the foregoing remarks are not racist. I am not even a Zionist. I don't care whether I'm conned by a Jew or an Arab, a Chinaman or a Texan, A Presbyterian, Ukrainian or a black Cath- olic. All I care about is the fact that I'm being conned. : In fact, my liberal and unprejudiced views FT RAL TIAL Tlf CTA RS YB ERT of one Walter Somebody, a Jap in Alberta. One of my best friends in the air force was an American. One of my favorited students is an Australian. 1 mean, how broad- minded can you get! Well, that dispensed with, let's turn to other examples of our crazy, mixed-up world. Everything is either backwards, o upside down. i A-friend told me this. She is a highly qualified teacher, who quit to have some babies. Recently, she was offered a part-time job, teaching, and was interested, as her babies are past the stage where they require 28 hours of care a day. Her potential employer told her: "We are told you are an excellent teacher. But there is one serious criticism of you. They say. you are a disciplinarian." Ten or 15 years ago, a principal who managed to bag a good teacher and a disciplinarian would have been shouting from the rooftops: "Hey, I got me a good disciplinarian." This is how principals talk. It would be the equivalent of a coach announcing he had just signed Johnny Rodgers or Bobby Orr. Today it's a flaw. She didn't take the job, Still on education. It used to be something you took for one of two reasons. If you were rich, you went to college to become well rounded. If you were poor, you went to college so that you would someday be rich and able to send your kids to school to become well-rounded. Not so today. Going to college has become "a career. My son-in-law, after 20 years of education, is just starting a five-year course. He'll be a grandfather if and when he graduates. . Even closer to home, it's a crazy world. For the first time in her life, my wife has a weight problem. She's gaining, instead of losing. At the same time, she has acquired a long-slumbering passion for gourmet cooking. With typical courage, she has tackled both problems simultaneously. She sits serenely, reading her books on exercise and dieting. Then she tosses them aside and picks up vne of her four new cookbooks. She gets all her exercise hustling around the stove, concocting something that would turn an eel into a porpoise. The Argyle Syndicate Ltd.