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Albuquerque Journal from Albuquerque, New Mexico • Page 31

Location:
Albuquerque, New Mexico
Issue Date:
Page:
31
Extracted Article Text (OCR)

9 9 9 99 9 if WWW 9m9 ALBUQUERQUE JOURNAL Sunday, May 16, 1976 C-3 ow to Gripe About Inane Commercials LOS ANGELES (AP) Watching television may not cost money but, as everyone knows, there is a price to be paid: sitting through commercials. No matter how lofty your viewing habits, unless you limit yourself to public television, it's impossible to escape the never-ending assault of often inane advertisements people worrying that bad breath will destroy their love life, voices screeching "ring around the collar!" and housewives proclaiming that great tasting coffee saves their marriages. Yet for all the griping people do about commercials, they don't seem to pass much of it along to the sponsors and the TV stations, which are in a position to bring about changes. CBS says that at the network level it receives an average of no more than 75 letters a month complaining about commercials. ABC says it gets 20 at the most.

What's surprising about the low volume of formal complaining is that letters can be effective weapons. Consumer groups, network officials, advertisers and advertising agencies, asked what recourse the individual TV viewer had to objectionable television commercials, generally agreed that a letter often is worth the effort especially if a lot of other people are complaining about the same subject. "I think the most effective thing is writing a letter to the guy that paid the bill the sponsor," said Jack McQueen, director of broadcasting in Los Angeles for the Foote, Cone Belding advertising agency. "My experience has been that advertisers are very sensitive to consumer criticism generally and especially commercials that offend them. People tend to gripe at the network or station (that shows the ad), and they tend to forget the fact that the commercials were created by agencies in tandem with clients." Ernie Filice, national commercial coordinator for McDonald's restaurant chain, explained why sponsors pay close attention to the reaction their ads draw.

"We're in business," he said, "and you're only as good as your customers. If they're unhappy, if they are turned off by what you're-doing, you might as well hang it up." Individual TV stations are equally sensitive to ceriticism of any sort because they are licensed by the federal government to serve the public, and licenses can be revoked. Filice said McDonald's once used a foreign car in a television commercial, got a batch of angry letters and now specifies that only American-made products are to be. used in its messages. CBS executive Jack Hinton said Alka Seltzer cut short the run of a commercial showing Salvadore Dali painting an upset stomach on a woman in a body stocking because of viewer complaints.

And Shake 'n Bake withdrew a spot from the network after TV watchers in the South wrote in about the phony southern accent one of the characters was using. A media activist group based in the Boston area, Action for Children's Television, has had some success in urging broadcasters to pay closer attention to commercials aimed at kids. ACT's major accomplishment was getting the Federal Communications Commission to reduce the number of minutes devoted to commercials on Saturday morning children's shows. But the experience has been frustrating in many ways, says ACT President Peggy Charren. She says she is continually amazed that the commercials which get on the air have passed advertising industry guidelines, the National Association of Broadcasters' TV Code, the network censors and each station's review.

But until such time as the system is operating to her satisfaction, Mrs. Charren heartily recommends that viewers make their complaints known to the right people. Who are the right people? It depends what your gripe is. If you feel there are too many commercials during a program or that they are too loud, write the station you're watching and, if it's a network show, the network in question. A copy also should go to the Federal Communications Commission, which is charged with regulating the broadcast industry.

If, as is more likely the case, a particular commercial isn't deceptive but simply insults your sensibilities for any one of a variety of reasons, write the advertiser. You can usually get the manufacturer's name and address at the library from a red book called the Standard Directory of Advertisers, published annually by the National Register Publishing Co. LOS ANGELES (AP) Here is a list of agencies to which you can write to complain about or praise television commercials: ABC Television, 1330 Avenue of the Americas, New York, N.Y. 10019. CBS Television, 51 West 52nd New York, N.Y.

10019. NBC Television, 30 Rockefeller Plaza, New York, N.Y. 10019. Federal Communications Commis sion, 1919 St. N.W., 20590.

Broadcasting, 1346 Connecticut Ave. N.W., Washington, D.C. 20036. National Advertising Division, an advertising watchdog set up by the Council of Better Business Bureaus, 845 Third New York, N.Y. 10022.

Action for Children's Television, 46 Austin Newtonville, Mass. 02160. amy I i V. i MI Rodeo Star Joins Hall of Fame Human Sexuality Rests on Feet HINGHAM, Mass. (UPI) Without feet, human sexuality wouldn't have a leg to stand on, says a former podiatrist who has written a book about the role feet and shoes have on our sexual I 1 I i i was over there (Lubbock) modeling rodeo clothes for 'em a little while back at that Texas Tech Ranchers' Museum.

Oh, I blazed that old trail." Thoughshetook partin most events to win the all-around championships, Mrs. Sawyer competed mainly in the cutting horse contest and calf roping. "And I rode the bulls, but my family didn't really approve of that. I had to slip off to do it." "Oh, I did it all. I won 13 saddles riding barrels.

I was going to see how many I could get, but then the war came along and they gave war bonds instead." The rancher was a charter member of the National Cutting Horse Assn. and a director of the Girls Rodeo Assn. when it was formed. "The Roman poet Ovid wrote a poem about playing footsies," he said. "And in colonial America a woman could be jailed if she was found guilty of luring a manr into marriage by wearing high heels." Rossi maintains the types of shoes men and women wear are indicative of their sexual personality.

He classifies women's shoes in four categories: sexy, sexless, neuter and unisex. An example of a sexy shoe would be one that covers only part of the foot. "A sexy shoe must leave something to the imagination while exposing just a bit. A neuter or unisex shoe would be a loafer which can be worn by either sex." Men's shoes can classified intofivecategories: sen 1 By PAT KAILER Fern Sawyer of Nogal, a New Mexico rancher well known in rodeo circles for her years of performing and now judging is being inducted today into the Cowgirl Hall of Fame at Hereford, Tex. "It's quite an honor, I'm.

very pleased. Usually they don't take you in until after you're dead," says the ranch woman who interrupted her participation in the state Democratic convention in Albuquerque over the weekend to be present in Hereford for the honor. The Hall of Fame was organized only a few years ago, Mrs. Sawyer says. "There are oh, maybe six or so in it now." Among the three others being inducted with her today is an old friend, the late Margaret Owens of Ozona, "an old-time bronc rider, roper and real fine rodeo contestant.

She and I rodeoed together, did team roping together, for years all the way from New York to Frisco." Mrs. Sawyer's outstanding wins include the all-around championship at the Girls Rodeo "the first one they ever had, back in Amar-illo in, "oh. I don't know, 1947 or 48 I don't have my buckle here." But, the one she treasures being. "The foot is the mother of human sexuality and is responsible for the emergence of most of the erogenous zones of the body," Dr. William Rossi said.

"Without the feet, the human figure as we know it would not exist. The legs, breasts, thighs, pelvis, hips, buttocks, back, neck and even facial expressions, in short everything men and women find interesting in each other, would not be so nice to look at," Rossi said. Rossi, 57, currently a marketing counselor for the Footwear Industry, writes in his book Sex Life of the Foot and that feet have been responsible for many love affairs through the ages. "Females of the aristocracy in old Russia used to hire professional foot ticklers. While tickling their feet, they would sing and recite bawdy songs and verses." Rossi said he collected materia about feet for years before he decided to write it all down.

Fern Sawyer The girls rodeo championships, held in conjunction with the Hall of Fame induction, have been held in Hereford for the past three years, she notes. "And," she adds with awe, "this year they have 450 entries." For the past 27 years, the ranch woman has been judging the national high school rodeo championships starting with the first one held in Hallettville, Tex. She is also a member of the New Mexico High School Rodeo board. even more, is winning the cutting horse contest at the Fort Worth Stock Show in 1945. "I was the only woman in the rodeo and I had a hard time.

"That was back when they didn't want women around. They honored me for that again last year when they had me come down to Fort Worth for five days." The working ranch woman, who runs 400 head of suous, masculine peacock, unisex and macho. "An example of the masculine shoe would be the basic wingtip, and the macho would be motorcycle boots. Boots express a ruthless-ness," he said. Rossi thinks feet are just as sexy today as they were centuries ago.

But he says women are doing some "just terrible things" to them. "I hate those platforms. In them women walk like Hereford on her 30-section ranch, recollects that the life of a rodeo contestant in her day was not like it is today. "We were all ranch people then. Now they're all girl athletes, the cowboys too.

They live in cities, take schooling to learn to rope. They never saw a ranch. "When I was doing it, they were gonna' kick me out of Texas Tech for rodeoing. Now they give credit for it. I GARDEN CENTER mV Smmif EXPERT REPAIR SERVICE ALL MAKES AND MODELS THIS WEEK'S SPECIALI EXPERT SHARPENING OF ROTARY MOWER $050 BLADES Am, DEALER Free Pickup Delivery 465 WASHINGTON, SE Ph.

265-3568 They're High on Their Jobs CftCargo's fa cfflx)de JACKSONVILLE, Fla. (AP)-TheO'Neilfamily gets to the top on every job it undertakes. Mr. and Mrs. O'Neil and all the younger 'Neils are steeplejacks.

Hemp sandal on safety tread. 15. ALAN ANGEL'S DEEP STEAM CLEANING 242-9652 Lr. Dr. Hall $29 One bedroom house roa under 1200 sq.

ft 45 Two bedroom house 4 under 1500 sq. ft. 53 Three bedroom house noo under 1800 sq. ft 68 Four bedroom house under 2100 sq. ft V900 $8.00 per 1 00 sq.

ft. there after. (All sq. ft. pertain to carpet area) There are five of them, including Jerry O'Neil, 51, his wife Beverly, 49, their sons, Daryl, 27, and Tim, 22, and Daryl's wife Judy, 23.

old steeples, paint, repair, replace broken mortar and reinforce weakening structures. Jerry O'Neil learned the trade from his father in the Detroit area. For 25 years, Jerry worked in a chemical plant there and worked as a steeplejack on the side. His wife joined him in the trade in 1960 and their sons started learning when each was 11. It has been a full-time family profession the past four years.

"The best way to learn how to be a steeplejack is by working with a steeplejack," O'Neil said. "It takes years to learn because each job is different. HILAND CORONADO "Therearen'ttoomany I steeplejacks now," said O'-J Neil, whose family calls Bay City, home. "I think we are the only family of steeplejacks and I don't know of any other women who do this." ond DeVARGAS CENTER MALI in SANTA FE 1 Open Mon, mm and Fri. til 9 p.m.

Working as a team, the O'Neil family scales churches of all heights to restore I MAKE YOUR MOVE to skirt sets for a feelin' free way of life! Soft details make this skirt set a fashion standout! Short sleeve split neck top with buckle detailing on the belt. Add a flare skirt. Yellow or green polyester linen blend. $60. the annual UNM Wash 'n wear hair styles for ladies and gents with a natural perm and a contemporary cut from Wards youth sports fitness school session I June 7-June 24 session II June 28-July 15 for girls and boys 7-14 for registration or more information call 277-2931 Perms on sale: "Caprice'Ycg $20 is 22.50 $12 (All hair cuts are extra) Phone 298-1831 (Before 9:30 am, 298-1839) ffl UNM CONTINUING EDUCATION 806 Park S.W.

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Years Available:
1882-2024