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Arffiuti&, RhmnudiAtn, Suffl&msf HOT-MOT IPiitefcrMim Vc:? by Charity Hopkins A Odors evoke past responses. The aroma of breast milk, associated with infant peace, may help adults relax to sleep. - -jfi --- WHERE RHEUMATISM PAIN STRIKES s.v S 5.' Rheumatic and arthritic nam can strike vnu r L-r mmm almost anywhere. NOTHING WORKS FASTER! If you're one of the many, many folks who have "tried everything" taken pills by the thousand, capsules until you've gagged on them, spoonfuls of evil-tasting liquids until you can't stand the sight of vour medicine cabinet, then it's time you get ICY-HOT! A mother knows the smell of her own baby so well that even blindfolded she can pick it out of a nursery full of infants. The baby, in turn, knows the smell of its mother and, probably, its father. Wives, however, cannot distinguish the smell of their Husband's hair from that of an old dachshund, Dr. Orville Chapman discovered during an informal experiment in his home. A professor of chemistry at the University of California, Los Angeles, Chapman became interested in odor perception while working with a student entomologist. Together they discovered that insects and other species communicate with each other via chemicals called pheromones. For insects, pheromones not only constitute an odor language, but it is their best way of obtaining information about the outside world. Other animals rely less heavily on their sense of smell, with dogs about one million times less sensitive than insects, and man, at the lowest end of the scale, a million times less sensitive than dogs. Even with that reduction, odor perception is operating all the time at a subconscious level, evoking an emotional reaction rather than an idea as sight does. The olfactory nerve is connected with the most primitive part of the brain; the message it sends unlike a visual signal is not filtered through the intellect. Communication from a skunk, for instance, is direct and persuasive. It's not something to mull over. Think of new-mown hay, and sight-, smell- and touch-memory are all experienced at once. Memories evoked Deja vu, the sudden feeling of familiarity in an unfamiliar place. Chapman believes, is the result of an unperceived odor evoking an old memory. If this is so, psychiatrists could capitalize on it by using odors to unlock a patient's blocked memories. In addition, an odor Which suggested peace and security might be used to relieve anxiety. The odor of breast milk, the first smell associated with falling asleep, might develop into a replacement for sleeping pills. Among most animals a certain phero-mone in a particular strength must be present before mating can take place. The implications of this in human terms are sensational. Chanel No. 5, with a drop of human aphrodisiac phero-mone, would assure the continuation of the human species. It's certain that humans are attracted to each other, even now, for unexplained reasons, some just sensed. Personal odor, perceived subconsciously, may generate a special emotional whammo. It is known that perspiration from physical exertion is inoffensive and probably has an aphrodisiacal effect. Perspiration produced by tension, however, is always immediately offensive. Link with immune system "There's something here no one understands," Dr. Chapman says cautiously, "and I have some reservations about understanding it." Within the body. Chapman believes, the immune system communicates by chemicals shaped like the pheromones of odor language. Small fat molecules lipids control the function of certain organs and systems. The ratio of these lipids may be each person's chemical fingerprints his identity or the balance that his immune system seeks to maintain. When a foreign substance upsets this characteristic balance, the immune system gathers to fight it, often, scientists believe, destroying early tumors before they are medically recognizable. What attracts the immune system to the tumor and what turns the tide, causing the body to accept and allow a tumor to grow to lethal proportions, is something Chapman wants to investigate. He believes it's the lipids shaped like and structurally related to the pheromones of odor language. From memories of fresh hay to the body's immunity, it's as plain as the nose on your face that odors play a subtle and important part in our lives. Just how important, scientists like Dr. Chapman are only beginning to recognize. Those volatile lipids, those pheromones, may manipulate us in any number of ways from curing cancer to explaining that funny thing called love. HERE'S HOW ICY-HOT WORKS! You don't "take" ICY-HOT. Instead you just rub its creamy balm over the affected joints or muscles. That's all there is to it. ICY-HOT must get the results you want blessed temporary relief from the minor aches and pains of arthritis, bursitis, rheumatism, soreness, stiffness. You begin to sleep peacefully again. You can actually feel the pain lessening. A SENSATIONAL OFFER FROM ICY-HOT! NORMAN ROCKWELL CLASSICS FINELY REPRODUCED IN LIVING COLOR ON ARTIST'S CANVAS A $6.00 VALUE If i lei LUCK J , - I . WITH COUPON FROM ONE JAR OF ICY-HOT Look for this display at your favorite store and take advantage of this fabulous offer, todav! If your store is out of ICY-HOT write to: H ub States Corporation Dept. IHR 2000 N. Illinois Street Indianapolis. Indiana 46202 Actual sizes: 14" x 1 1" 9 1976 Hub States Corp.