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The Guardian, Charlottetowny Fri, Dee. 4, 1959 “

ON THE AIR Misleading Advertising RIPLEY'S BELIEVE ORNOT |

3.00 p.m.—Trouble With Fathe price spreads. informed choices in disposing of °3.30 p.m.—Open House) Its report, made public today,|mew income. 4.00 p.m—P.M, Party urges that the Association of Ca-} But the commission expressed 4.30 p.m.—Sportstime madian Advertisers in co-opera-|Teservations about some kinds of $.00 p.m.—Tidewater Tramp tion with the food industry draw| advertising. All were agreed that ' * $:30 p.m.—Mighty Mouse Playhouse| up and’ admitiister such a code. | false advertising should be pre- | 6.00 p.m.—Cartoon Carnival / The commission characterizes | Vented. Zz 6:50 pm.—CFCY TV News and =| this as part of a “defence of the| “Misleading” advertising and + Weather _{ sovereignty of the consumer” and /| promotion were a tougher prob- a _—- 7:00 p.m.—Gazette t of the widest intelligent choice on| lem. It would be interesting to | 7:30 p.m.—fantasy Playhouse the part of the consumer. know the time and expense in- 2 9.00 p.m.—Country Hoedown The report makes @ number of/ volved in advertising by compet- z 9.30 p.m—Four Just Men findings about the growth of ad-|ing firms to assure consumers|- ey oe, Soe vertising—spending on it rose al-| their product is the best. : p-m.—Gunsmoke most 400 per cent between 1949| ~The ultimate misconception to . 11.00 p.m.—Cavelcade of Sports = | and 1957—and about the propor-| which people can be led is that ~ 11.45 p.m.—Jim Coleman tion it represents of evervthing anything in the market is. ‘free’.”

Se Gme-COE TV Nene added to the cost of food after it ight find 12:14 am—tecel Weether leaves the farm—about five ver is onan thr Sava Sethe re

(1824-1907) WHOSE ONLY

(2:15 a.m.—Viewpoint . cent in 1957,. more than double led by being induced to buy some- TEACHER WAS HIS FATHER Min Shoe od . CKCW-TV — CHANNEL g the 1949 proportion. thing said. to be better. { WAS ENROLLED AT THE THE FIRST GRISTMILL m the a FACILITATE CHOICE The commission was reluctant MT THE AGE OE TO.” Weming Valles, Fa, CONSISTED | MA "The Living Werld Dr. Andrew Stewart, commis-|to accept the argument that) _ 4+ LORD KELVIN, HE OF A MORTAR MADE BY BURNING OUT TE ce a tle sion chairman, told a press con-|Where consumers find they are} — gecAme THE MOST BRILLIANT - A TREE = en casa THAT jo? . ~~ To os ference that the idea behind this; misled, the lesson is to use better SCIENTIST OF HIS TIME on essed IT T0 A BENT Sieme o.m.—Weether apart and other proposals for con-|judgment next time. With new , se a ees ’ sumer protection is that ‘‘con-/Products the consumer had no : ame ome Helen! sumer welfare is served by|Way of knowing, until after buy- DAILY CROSSWORD 5 > Creches a measures which facilitate in-|ing, whether she wants it. . : ap. ano wedon:. Cie formed choice.” Tec Gee reasons we feel that] | SOROS RIMS ete Sew. (3 i n “ _ . If the increase in the| #29 argument that condones mis- 3 noon—Television News ~ : a aged p.m—Weather and Sperts | Price spread of food products is sorigr danen wy paoenies + ey ?-lammnet gaherr a IN 2 12.15 p.m.—Friday Playbill to be checked. or slowed down,| .- ae 11. Foreign &Golfpins 24 Toron- TILE MNSIEIAIa| legislation and the ‘administra-|‘"¢ Consumer. : WLI AMITIETL L} Test Pattern Music , Regarding labelling and pack-| | 42 Moham- 5. Half ems to’s 12.45 p.m—Double Dea! tiop of policies under legislation! ing the report said complaints|; ™edan 6. Defraud province * 2.00 p.m.—Chez. Helene should be directed more by the ST at ate nymph 7. A peer ¢abbr.) [RIAMNGI( DING ING $2.15 pm—Noeriery School criteria of the general oF COD ee eee es ee tleties and krand,||2% Belgian © § Belonging 26. Biblical (BAILIEMMEI INAIL Se 1 920 amet Diebes sumer welfare.” packages, varieties and brands||""" _ osssume San name /UIHIEIRMEAICIONIE] |y p.m. prtegn ; On the basis of this philosoph confuse the consumer. PrIHIAIWISHETIEINIEIT] . 3:00 p.m—t’s A Great Life P ¥+! ‘The ission’s view was||2& Mr-Flyan 9. Flocks 27. Bends = i uadrantee O Faso the commission also recom- Commepes 5 S}|45. Fibs 10. Not 28. Barrier Westerday’s Anowee : soem a mands: that in general variety offers the] (3¢ Rounder . to he s % , p.m. arty . , eis consumer more, choices. But in talkin : 1. A consumers’ office in the ’ ~- |{ 1%. Norse god %6.Policemep ‘ sur- 37. Whithered O W P. Th Ti oo ee ee ines justice department to which the nd -, the = — = = 18. Ahead (slang) mounted (var.) = r e ay e OW. 530 metihahee ht: views and representations of con-| {rings the = if we my a Bar 19.Habituaf> 49, Distress 30. Rubbish 38. Leave out 56k nmc-sdtnioes Sobel sumpers might be taken and which) “Civ 'i' and in so far as the mer-|igg cee 4, Signal S1-Gazes = 40,——Cupid | pee Fi restone ais ee per ae would publicize measures to pro- ae a +. ann a oe ae 20. Bok ~ 20.Losecolor 33.Happeng 41 Escape a 6:25 ‘pm—Supper Club ae a nd- services hae eee aed peeercaee te Eee 22. Dull 36.Curve -——__ (alang) q TOWN AND COUNTRY TIRES : — er Clb 2 Continued efforts by govers- moke informed pune among || 24. Tobacce t ys 73 | Te iam bal Is! @ We trade for any size new or used tires @

— 6:50 p.m.—Sports ment departments in co - opera- eee vise mo f doi — FREE Christmas turkey with every Firestone TV, Washer “ype -—sgeea tion with the trade towards more}, Certain simple ways of doing a wi ne : 346 binttichee of london informative labelling, standardiz-| {M's At little OF Ho adit ot realy 7 : : ee ; 8:00 p.m—Gunemoke oo of ae and sim- identification of price, clesr FIRESTONE: HOME & AUTO co. LTD. ?

- 8:30 p.m—Bachelor Father 3. —, _ plans are {n|™arking of volume and weight of} Summerside

9.00 p.m.—Country Calendar effect, the retailer be required to contents and clearly recognized,

9.30 p:m.—four Just Men consistently applied and mean- 10.00 p.m.—Flying Decter ye > a cash| ingful designations of quality. - | 10.30 p.m.—Mike Hammer : The commission drew attention 11.00 p.m.—Caveleade of Sports - i wsajyor FACTOR to a section of the Food and

11.45 p.m—Jim Coleman 12:00 p.m.—CBC News 12:15 am—CKCW News

The fivefold rise in advertising

expenditure as food moves from farm to shopping basket was by

Drugs Act which says no one shall label, package, treat, pro- cess, sell or advertise any food

12:20 a.m.—Showcase far the greatest increase in ait| ir a Manner that is false, mis- ar-

HENRY

No Time For Flowers | the things added to the food leading, deceptive or likely to keting bill although it reptesented|create an erroneous impression . CFCY RADIO only five per cent of the total bill.| regarding its character, value, ; considerably at different stages erg 4 ne 6;55—Sign On of the marketing process. The report commends the gov- 6;57—News Headlines & Weather | food processors’ share of. total/ernment’s proposed amendment ‘ 700—Hebrew Christian Hour advertising rose steadily in the|to make it a crime to promote 7;15—Country & Western Reundup | period until it reached 80 per cent) sale or use =a ram ree 12-4 7;30—News & Weather in 1957. f “any materially misleading rep- 7;35—Musical Interlude ” At the same time, the relative Peper soit, the — of | 4 DAILY CRYPTOQUOTE — Here’s how to work it 7;,40—Farm Reporter importance of advertising by) the article or similar articles. AXYDLBAAXR 7;50—Musical Interlude wholesalers and _ retailers 2 de- hg Nagy s consumer hagme fs LONGFELLOW . 8;00—News clined. Among the retailers, ‘food |in the justice department is an- One letter simply stands for anpther.In this sample A f¢ used * 8;11—Weather chains increased their advertis-;other consumer protection de-| | gor the three Le x for the tant O's, etc. Gleato Iettare aposs ji 8;16—Country & Western Roundup | ing over that done by independ-| vice, the commission says gov- trophes, the length and formation of the words are all hints, 8;4S—Weather ent retailers. ernments too often seem to direct! | gach day the code letters are different, a j Against this background, the| their efforts towards welfare of o ;00—Morr:.@ Devorions commission commented particu-| particular groups without regard A Cryptogram Quotation ; _9;10—Morning Moods larly on the growth of television! for the effects on the larger un- LO ATI a 9;30—Top Tune Time advertising and on advertising| organized and inarticulate body c FITNL SLMLZ BID RTD ITA? & oS—Mernihg Moods ‘ rates in newspagers, popular | of consumers. RL FIDR’'V ORL MTNL YHQ DGIZ'Y 9;55—Cliff’s Kitchen “ _ ' e magazines and business publica- . . » The welfare of the con 10;00—News tions. ‘ se 10,0S—Magazine of the Air TV accounted for the greatest te ts Galion tt ea ae ee ee ee 0 10;30—Melody Parade . . peitlenn ** ‘Yesterday's Cryptoquote: I MUST BE MEASURED BY MY |W 1 as part of the increase in total ad-| industrial organizations SOUL: T , , e Me ae once ad wager vertising spending, due partly to| The Canadian Association of | > THE MIND'S THE STANDARD OF THE MAN , 1102 “a eo nas Bdest the emergence and rapid growth Consumers could act as a chan- i Waste 11;17—Magic pr Musi of TV in the 1950s. Rates for ad-| nel of communications but both it _ -~ 1959, King Features Syndicate, Inc.) 12,00—Weather vertising in publications rose|and the individual consumer = — mms 12,05—Rhythm Roundup moderately. in the period. would. be helped if there were| ET TA KETT es D'YA THINK “THE SCOUR' 12;30—News & Weather In general, the commission pad ae 2 office to which particular ‘ + © RANGER AND TONTO : 12;45—Rhythm: Roundup advertising, by obtaining public!representations could be taken. : , 100—News Headlines & Weather : ’ i Zz , 02—Meriti Bdest : : : THANKS FoR THE ~ ee mes goo : , 4 ‘NITE, KIDS.’ PERFECTLY LUSH a , i WASNT IT FuN! EVENING ,CHOPTOP os 1;37—Interiude Mi, ; { 1,45—Schoo! Bdest ; Ht, “2 - ‘ o uu 209—School Bdcst By B. JAY BECKER y 5 a 2;15—Tommy Hunter Show . s\ ts 2:45—Best On Request Caen al a) 3,00—News Headlines & Weather Quiz = 302—Best On Request wi 4 400—News & Weather You are the dealér, neither; rebids. In the present case, with z 4;,05—Best On Request side vulnerable, and have opened| only 14 _high-card points, the 4;30—Flour Program One Diamond. Partner has re-| choice of rebids rests between | 4;35—The Outports sponded One Heart. What would| two hearts and two diamonds. | 500—News & Weather you now bid with each of the/| Both bids suggest minimum val-| 505—The Outports following four hands? ues,.but the two heart bid is; _—. Ficen = more a ere : ne| 6;10—Musical Inter -| L OATS OKIE $AQ8642 | veals a heart fit. Counting the ‘ DINNER, WASN'T JI ARE CLOSED, BUT JUNIOR -e ipcnty alter dl 2. eae a auton jan | i See IT JUNIOR? y- 4 WILL ENJOY WINDOW-|' | | elevate the value of the hand,’ | GOODNIGHT se a SHOPPING AT THE BUTCHER 705—Music for You B HAS YQIS4 GAKS3 AKQC) | the rebid chosen is the one that! | DOREEN! I'LL Give ines iy Sp. SHOPS:!! 7;30—News & Weather € @4 YK874 @AJ92 gAQ95| | is more likely to induce-another| | You A BUZZ IN pars at b agg up = > Ph ; 7;45—Back to the Pte dis 1. Two hearts, The opening response from partner. | ABOUT A MONTH : a es bid of one in a suit ordinaril 2. One spade. While, there is: 7 , ov { 8;30—Tonight’s Music y Se, ch ' 9 Assignment ‘|has a range of from 12 to 21| Sufficient surplus strefgth to} on.) ae Inland & Marine| high - card points. Similarly, a justify a jump febid of threc as "Weather ; very wide range’ of distributional | diamonds, the spade bid is pre { 10;15—Starlight Serened ? patterns can be held.’’It is| ferred. The heart response. Ws 10:30—Old Time Ballroom therefore important for the) Warning of a —" sci . 11,00—Starlight Serenade opening bidder, after his part-| moves some of the g tk Menus ner. responds, to identify the na-| hand originally held. The spade ee ene snd. both as to high.| bid, though it begins to paint a 12;10—Sign Off ture of his hand, | as to high- » ou 4 ra kad card strength and distributional | distributional picture of the hand. CBA RADIO values. ee ct ge oa — of the Pie i aie ) Minimum hands are identified| high-card ‘strength of the open-| » MB. PALOOKA: a ~HARRUMPH _ Wy aang Sante Yabits: wells EUS eentsa ee tras fp Chars WHO SAN THAT <7 MEF LADD TAT 5—Mari Fil EES a OS OE tthe tad : b— : MERMAID, T00!. WONDER- . TMA BUSY MAN ! “3 A ne aang ally identified ‘by making jump| id. The bidding is kept low in OUR BOARDING HOU < a CARIBKEY cenvice FUL PUBLICITY SENSE, ~ 7.30-—News, Sports, an effort to discover at a safe WE BELIEVE IT MAY BE THE ONE YOu YANKS ! cae Chronicle $b né-shehnids ‘hacaten level whether a misfit ee EEING BANQUO'S GHOST COULD 8 .00—News : ' 3. Four hearts. It would be de- NOT START MORE. 8.15—Maritime Sportscest 2 ssn op Rreodcast cidedly pessimistic to assume| | TLL BITE! ErtHer you'RE Te eee tate aa aaa | 8.20—-§.M. Chronicle to — Remnyosee the opponents could take four fo pagan YOUR ANNUAL W777 inv BLEW OFF AND A SWARM 2 8.45—Morning Devotions : S--Much Ado ¥ Mane tricks: once partner has respond- ae FAWN SHOP OF ALERT WOODPECKERS a. 9.00—News a ote Pag . ed with a heart. To raise to 2s x ie YOUNE VY) SwooPeD DOWN ON YOUR 9.05—A.M. Chronicle : lationa Brosdcast only three hearts, which urges| [% heh wens Glee | BALD HEAD AND FAW! wi 9.55—News oe ee ae ‘i but does not command partner to! Tani -<9 a CONTEST FOR Oo 10.00—A.M. Chronicle - Pus story | bid again,. might place an un- MOS 10.45—Joan Marshall eee ee ete necessary burden. upon eee * andhgteiel bo hha Bis 10.55—For Consumers : f anace Matinee could restlt. in the loss a . 4.00—Variety Hour 11.00—News game 11.03—For Piano a i Ges The direct leap to —_ —_ 11.15—Kindergarten Of The Alr 5.04—Maritime Fish Broadcas' about 20 points. It erefore Poe : 5.30—Tempo i t S- U>--cort One Soa, Wouter mee fe [Seer On go8/ An CANT . 6.15—Reg. Commentary, Mar. Sports-| 4. Three hearts. Although the}: . GIT LOOSE FUM ” 8 NORMAL NOSE NIGHT! cast, Mus. Interlude hand started as not much moe! -" , HENRY CABOT TO 4 6.30—Tempo than a minimum opening bid, the | a ig are Li ts ee ——. heart ~. a wi - , : ste 7.10—Byline enough value to it to justify a eons « | 7-15—Music jump raise. Distribution plays an |, z MARKET REPORT’ 7.30—Rewhide & Music important role in many hands | q ‘ by 8.00—-Teen Tempo & Music and high - card point count is not ; 8.25—Tempo necessarily the controlling iactor a The Eastern Trust | 2.30—Ask The Weatherman in such hands. 7 “ 8.45—Nation’s Business The heart response raises thie : Company 9.00—Songs Of My People overall value of the hand at least at 9.30—CBC Symphony 3 or 4 points. The extra val- r 11.00—News & Talk ues and the good trump suppor! [4 5.50 P.M. 68 COA eh etme ‘