The Courier-Journal from Louisville, Kentucky • Page 9

The Courier-Journal, Saturday morning, November 4, 1978 Television Regional news Business Accent FTC office may propose legalization of denturism John Filiatreau MEMO board concurs, consumers would be able to choose between having their teeth fitted by a dentist or by a dental lab technician. The proposed rule would simply re- quire the non-dentist who would still The FTC's San Francisco office sent copies of its proposal to several hun- dred state and local governments and professional organizations last month. It is accepting, comment from those "Ps and agencies until Nov. 22. edentulous (toothless) population," a notice from the FTC's San Francisco staff said.

It added that "denture care prices are likely to be prohibitive, particularly for elderly and low-income persons who comprise the predominant portion of our edentulous population." Denturism is the practice in which dental lab technicians fit false teeth without the help of, or prescription from, dentists. The American Dental As- See LEGALIZATION PAGE 3, col. 2, this section stemmed from a combination of public pressure and staff initiative. The possible FTC bite in the dental profession would follow other recent instances in which the regulatory agency has invoked its rule-making authority to change the health-care industry by circumventing state and local laws. For example, the FTC in recent years has been involved in trying to ease restrictions on the advertising of eyeglass and prescription drugs prices.

"The current method of denture care delivery in the United States is apparently failing to meet the needs of the By CLINT WINSTEAD Courier-Journal Staff Writer The battle for legal reform to allow non-dentists to sell dentures directly to the public a battle being waged by denturists and consumer groups in isolated skirmishes around the nation, including Louisville has reached the federal government. The Federal Trade Commission's San Francisco office may recommend to the FTC commissioners that the practice be legalized nationwide. If the San Francisco staff makes that recommendation, and if the FTC's have to be licensed to advise his cus- tomers of the "desirability of obtaining an examination for oral disease from a dentist." The proposal would also require dentists "to disclose to consumers the amount of any commercial dental laboratory charges included in the dentist's fee for any prosthetic dental services." STjtT jrJTZ iZTi ir-nrr illffil, jfjT lSfg00, and Emile Bourlier haven't been commonly known. Their names were uncovered at the building during a renovation project. tevjir" The faces carved in the facade of the Sinking Fund Building in Louisville have been there for years, but the names of B.

F. Bache, at left, 2 firemen's names to rejoin their faces on old city building B. F. Bache's name, above, and Emile Bourlier's name were revealed in archway entrances to the building during renovation work. Walter Formhals was working on the area around Bache's name yesterday.

Courier-Journal columnist Con men, greed 4acP up to keep us in a lather In this singular country, we can choose among more than a score of shaving creams, each in different sizes, in flavors ranging from mildew to menthol to musk; and we can invest in machines to warm the lather to just the preferred temperature. We can keep the hot-lather machines next to our electric toothbrushes. Keep that in mind. That is the context. Suppose a guy came up to you on the River City Mall and said he'd give you half of the $20,000 he just found in an envelope in the alley provided that you came up with $500 in "good faith" money.

Would you go immediately to your bank, withdraw $500 of your dwindling savings and give it to the sinister stranger? Of course you wouldn't. But it happens about twice a week in Louisville. Some fool discovers that his magic envelope contains nothing but worthless paper strips. By then the fast-talking thief is long gone. The con men are slick; they fleece people for a living, remember.

The victims of such crimes tend to be somewhat sheepish, and rightly so. They have been uncommonly stupid. They also are victims of their own greed. They thought they'd get something for nothing, hit the jackpot, make a killing. They got visions of sugarplums.

They lost their heads. These are the people who would trade a cow for a magic bean, and then finding that the bean has magic enough only to make food and flower out of information, water and dirt cry to get the cow back. As W. C. Fields might observe at this point, you can't cheat an honest man.

It is true that's how expressions get to be cliches. But a sensible person is a poor consumer. He will watch all the shaving cream commercials, and use the lather from his bathroom soap. At very least, he will buy the cheapest product that will get the job done. The purpose of the advertising industry is to drive us all crazy so we won't be sensible.

And so that we'll contribute to our consumer-driven economy. Dr. Wilson Bryan Key, a bullet-headed Californian who lectured Thursday night at the University of Louisville, claims American advertising expenditures will be about $40 billion this year. That would be a good start on erasing the national debt. Key's thesis on which he makes a living as a teacher-author-lecturer is that the advertising industry relies heavily on subliminal symbols to keep us crazy.

He illustrated the point with slides that showed images of sex (genitalia and embracing and copulating figures) and death (skulls, faces contorted in pain, poised weapons) imbedded in magazine ads. It was a convincing demonstration. The images are there, and not so cleverly disguised as you might suppose. We aren't conscious of them because we seldom spend as much as a second on such an ad; but if you examine them more carefully, the images emerge readily. Here is a skull, there a screaming face; here a penis in clinical detail, there a Christ figure.

Key says we fail to see the images, but our brains pick them up and store them all the same. There is a billboard on Second Street downtown, a whiskey ad, in which a glass of bourbon on the rocks contains the embrace of Clark Gable and Vivian Leigh that was immortalized in the posters pushing "Gone With the Wind." The image is clear as spring water, and is not there by accident. Key argues that the images wouldn't be used if the admen didn't have figures showing that such images sell. They fleece people for a living, remember? My children are mesmerized by TV commercials. It doesn't matter whether the ad is for a car, a wine, a dishwashing liquid or Hamburger Helper.

Maybe it is simply that TV commercials are matched to a young child's short attention span. But maybe they're more alert to some kinds of signals than I am. I haven't been able to figure it out, but it makes me very suspicious. The goal of the advertising industry is to make us keep trading our cows for beans, hoping the beans will grow up to make us rich, sexy and secure. If things like repressed sexuality and anxieties associated with death can be manipulated to make us irrational to keep the whole economy irrational, and healthy it will be done.

There are no laws against it You can buy 25 kinds of toilet paper. They all work. How rational is that? We're all suckers, victims of the slickest con. No wonder it costs so much to stay alive. 171, The Courier-Journal Staff attorney Ann Grover said a deci- sion wi be made by January on wneth.

er the proposed rule will be forwarded to the FTC board in Washington. If the proposal reaches that stage, the FTC will hold public hearings before making a decision. Ms. Grover said the proposal likeness is on the left, was an assistant fire chief in the 1870s and 1880s and the first of three generations to serve the fire department. His son was Alexander Bache, Louisville fire chief from 1923 to 1927.

His grandson was Harry B. Bache, who retired from the department in 1961. The eldest Bache was born in Louisville in 1839 and was 17 when he joined the fire department, which was then a volunteer unit. He became an engine driver in 1858, when the department was organized under city government. A history of the department describes Bache as "a very rugged and hardy man and extemely popular." Bourlier was an administrator, rather than an active firefighter.

He assumed his administrative position in 1879 and had offices on the first floor of headquarters. A department history provides this sketch: "Bourlier, the rotund and merry Chief Clerk of the Fire Department, is the business man of the department. His duties are numerous and humanity Lieutenant sues to keep test in effect By DANNY SCOTT Courier-Journal Staff Writer Morton Childress, a Louisville police lieutenant who currently ranks first on the captain's promotion list based on a civil service examination given in July, has filed suit in Jefferson Circuit Court to prevent the board from giving another examination in its place. Childress' suit filed yesterday charges that, because the terms of four of the board members had expired when the vote was taken, the board acted illegally when it decided to nullify the test results. The suit says that the four-year appointed terms of F.

L. Schramm, F. L. Stout, Norman J. Gravatte and Robert Grundy all expired June 30 and that they are therefore sitting illegally.

The board voted 4-2 Oct. 10 to invalidate the results of the test after it was discovered that Lt. Joseph Fowler had paid $3,000 for a stolen copy of the test before it was given. Stout and Grundy voted in favor of nullifying the July exam. Stout said last night that the city law department, in a written response to board members' queries, has said members whose time has expired may continue to serve on the board until they are either reappointed or replaced by the mayor.

Sallie Haynes, the assistant city law director responsible for liaison with the Civil Service Board, said the law department issued that opinion because previous court rulings have held that board members may "hold over" after their terms have expired. Childress, who placed third on the exam with a score of 80, is now in first place because Larry Ogle, who placed first with a score of 97, was promoted to captain in July and Fowler, who placed second with a score of 96, has been fired. City Safety Director Philip "Ticky" Scholtz has upheld Ogle's promotion and appeared before the board Oct. 24, to defend his decision not to demote Ogle although the test had been invalidated. Keeping Ogle as captain while requiring Childress to take another exam is unfair, according to the suit.

If the board is allowed to give a new exam, the suit says, it will cost Childress "immediate and irreparable injury" because the captain's position that Childress would be appointed to fill is open or will be in a short time. Claims made in filing a suit give only one side of the case. Daniel Cerbo of Dunn Elementary ball a solid kick yesterday during f'ir a Staff Photos by Cort Best serve the names while sandblasting is going on during the renovation. "They won't be destroyed at all. We thought they're kind of neat." The cost of renovating the basement and first floor should be about $254,000 and is being paid out of the Sinking Fund's administrative budget.

Other city offices are on the top two floors of the building. Sinking Fund offices moved in March from the building to temporary quarters at the old Louisville Police Court next door. Renovation of the Sinking Fund Building is scheduled for completion by mid-January. Hustler story to get further legal review By COURTNEY BARRETT Courier-Journal Staff Writer Jefferson Commonwealth's Attorney David Armstrong has concluded that a special study is needed to determine whether "Children, Sex and Society," an article in the latest issue of Hustler magazine, violates the state law against child pornography. Armstrong emphasized that no law has been broken in the case of the Hustler article by Dr.

Erwin J. Hae-berle. Armstrong's statement apparently is based on indications that the magazine is not for sale in this area. Armstrong said he sent detectives from his office to several area stores to see whether the December issue of Hustler, a Larry Flynt publication, is available. The detectives were unable to find a copy, he said.

Armstrong declined to comment when asked what his action might be if the magazine is found on sale in the area. But he took exception to statements that the Hustler article, accompanied by photographs, is a serious discussion of child pornography. "That's absurd," he said. "It is not a serious article on child abuse." Late yesterday, Armstrong said he has assigned a special task force in his office to further review the Hustler article and similar articles. Armstrong reviewed the article after Louisville News Co.

the largest magazine distributor in the state, asked See HUSTLER PAGE 3, col. 2, this section By COURTNEY BARRETT Courier-Journal Staff Writer The faces are familiar, and soon the names will be again. The two faces carved in the facade of the Sinking Fund Building have gazed on the comings and goings along Jefferson Street for years. Once, their names jutted prominently from the building. But several projects to renovate the structure at 617 W.

Jefferson left no visible signs of who they were to have risen so high in the esteem of the city. Now, however, with yet another renovation project, their names, already known to several people, have been uncovered at the building itself: B. F. Bache and Emile Bourlier. They were pioneers of the Louisville Fire Department, which had its headquarters at the building for several years.

The building was constructed in 1891 about 20 years after City Hall and was used as fire department headquarters until 1937, when the headquarters moved to 12th and Jefferson. Benjamin Franklin Bache, whose A kick for School in Louisville gave the soccer game between Dunn and Stivers nfu r-rKCi' UJJv iicX; 1 are performed with the greatest exactness. He keeps all the books and records of the office, and his work is so systematized, that he is familiar with the inside of the department, the repairs needed, and the exact amount of supplies necessary to maintain the department, even to a box of matches." Architect John Grossman said the renovation of the building will provide indirect lighting for the names of Bache and Bourlier, which were uncovered in the two archway entrances of the building. He said care will be taken to pre Staff Pnete by Barbara Montgomery School students. The game was part of a program designed to improve human relations at the schools by using sports as a vehicle.

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