Ukiah Daily Journal from Ukiah, California on September 21, 1987 · Page 12
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Ukiah Daily Journal from Ukiah, California · Page 12

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Ukiah, California
Issue Date:
Monday, September 21, 1987
Page:
Page 12
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1 2-MONDAY, SEPTEMBER 21,1987 -THE UKIAH DAILY JOURNAL- Army's new recruitment adS Thousands attend pm-Solldarlty mass Character values replace excitement WASHINGTON (AP) — Army recruiters, facing a dwindling pool of potential applicants and increased competition from the private sector, are running new ads that stress character virtues instead of excitement and high-tech weaponry. And some of the other services, struggling with the same problems, have, like the Army, hired new ad agencies and may also be modifying their recruiting campaigns, Pentagon and ad industry officials say. Young & Rubicam, a major Madison Avenue ad agency, won the $100 million Army ad contract earlier this year, inheriting the "Be all you can be" campaign, which was widely regarded in the ad industry as extraordinarily successful. Army Maj. GregRixon describes the new campaign as "evolutionary rather than revolutionary." In Young & Rubicam's first Army ad, previewed earlier this summer, the "Be all you can be" theme is retained, but gone is the old tag line "Find your future in the Army." In its place is "Get an edge on life," a slogan that will be retained in two more Y&R ads now being tested and scheduled for release in January, according to William Green, senior vice president at the agency. Green said ad executives, in an attempt to "provide added rationale and reason for the youth of America to consider the Army as an option," are trying to move beyond the single-focus Army ads that told of the high-tech training and excitement the military provides. The new ads, he said, will portray the Army "as a place where the youth can learn about those kinds of qualities that will contribute ultimately to their long-term success in life" like self-discipline, maturity and character. The company's first Army ad is a far cry from the fast-paced ads that boasted "We do more before 9 a.m. than most people do all day." The new ad portrays a young serviceman patrolling the Berlin Wall. "The way I see it, the world's a tough place, and to succeed you need every little edge you can get," the soldier says. "That's why I joined the Army. Oh, not just for the college money they're giving me, but for something else that's gonna help me stick to it through the whole four years. ... These, three years didn't just get me ready for college, they got me ready for life." The "Sentry" ad also focused on the concept of giving something back to the country, but Green said in future ads "forays into societal benefits will be infrequent." The selling job has grown increasingly difficult, Green said. "The population base of the prime recruiting age is shrinking," he said. We're looking for a very difficult and elusive target in that 18 to 21 year old, and as the economy continues to perform pretty well, there's an awful lot of pressure on that one young individual to move one way or another." In addition, military ad budgets either have been held steady or cut in recent years. For example, the $15.7 million proposed Air Force ad budget for fiscal year 1988 would be the lowest in five years, spokeswoman Debbie Dclarosa said. The Air Force, Navy and National Guard all have selected new agencies within the last year. The Marines have not changed ad agencies and have no plans to change the "Looking for a Few Good Men" theme, officials said. Berkeley may be first city to ban plastics CZESTOCHOWA, Poland (AP) — A bishop told a cheering crowd during an annual workers' pilgrimage that Poland's Communist authorities were only encouraging "passivity and apathy" by refusing to restore free trade unions. Among the thousands of workers attending Sunday's outdoor Mass at BERKELEY (AP)—Using styr- ofoam cups and "clamshell" food and beverage containers soon may be outlawed here, but at an annual cost of $400,000 for what critics charge is for the hiring of "Plastics Police." "To do it right, we have to spend money," counters Nikki Rexroat, city publicist. "It's grim news to people enthusiastic about the policy." The City Council, facing a budget shortage of $4 million next year, will consider Tuesday whether to delay the vote on the plastics ban until a cheaper way of enforcing the law can be found. The proposed ordinance calls for the banning of so-called "plastic-to- go" containers at more than 400 fast-food outlets by February 1990 if efforts fail to convince businesses to voluntarily give up their use. the nation's holiest Roman Catholic shrine was Lech Walesa, leader of the banned Solidarity independent labor federation. A church spokesman estimated 100,000 people. attended the service, held under gray skies at Jasna Gora monastery, a destination for Polish pilgrims for more than six centuries. The number appeared to be about half that. "Employee communities have the right to their own independent and self-governing trade unions," Bishop Damian Zirnon of Katowice told the crowd in his homily. Loud applause followed. ANN LANDERS A message to remember Dear Ann Landers: For the third time this month, I've read something in the news that has left me with an aching heart. I've never felt so helpless in my life. I need to say something to every parent in the country. You could provide me with that opportunity. Will you, Ann? — Heartbroken in Oshkosh Dear Oshkosh: You bet I will. Here's your message. It's a good one. Dear Mom and Dad: Were you the one who said: "No birth control for my child because it means I'm giving her (or him) permission to have sex"? Did you tell your daughter, "If you get pregnant you will not be permitted to live in this house"? Did you say to your son, "She's what??? Well, it's not your responsibility. She should have known how to take care of herself"? Or "Are you sure it's yours?" Or "You really messed up. Don't ask us for help now"? Have you ever said to your teenager: "I love you," or "If you need me I'll be there for you," or, "Let's talk about the problem and see if, we can come up with the best possible solution"? One more question. Was the newborn baby that was found dead, wrapped in newspaper and thrown in the garbage can, your grandchild? Dear Ann Landers: Recently I accompanied my husband to his high school reunion. He ran into a single female friend at the registration desk and invited her to sit at our table. "Melissa" and my husband chatted endlessly about their school days. I felt completely out of it. When he asked me if I minded if he danced with her I said, "Of course not." Later, they danced three more sets, leaving me at the table alone. I didn't know anyone and felt out of place. We haven't been married long, Ann. His excessive attcntivcncss to Melissa upset me. When I told him so, he said, "She was alone and that is why I was so nice to her." I told him that while he was being "nic"e to her," I was alone and had a perfectly awful time. ; Before the night was over my husband gave Melissa his business card, in case she couldn't remember, how his last name was spelled. I interpreted this as an invitation fof her to call him at his office and was furious. In all fairness I should tell you that I wasn't present when he gave her the card. He told me about it. Please, Ann, correct me if I am wrong. Was my husband out of line; or was I? — Reunions Can Be: Trouble ; Dear Trouble: The fact that your husband told you about the business card suggests that no. secret plans arc in the hatching.. It was, however, thoughtless of those two to leave you alone while: they danced four sets. Since it's: water over the dam, you'd be wise; to develop amnesia about that: unfortunate event and never: mention it again. : MEHDOCINO COUNTY r c^.^^Ms^^^*^^^; for the National Assoda ^ ^ ., _ o,;c means our loca»» Aisr)co . o ...^exuaord-nary.^^.^. _ The Wedding Specialist NOW BY APPOINTMENT ONLY Wedding Photography Consulting Si Coordinating Venturi & Eckman 40 YEARS OF FLOOR INSTALLATION EXPERIENCE • Klrsch Drapery Hardware • Carpet • Linoleum • Martin-S'enour Pain* • Stock Window Shades (cut to size) • Levolor Mini Blinds (custom order) 263 N. State Across from the Palace Hotel 462-3933 Tom McFadden's CUSTOM TRACTOR WORK ROTOTLUNG POST HOLES WEED CUTTING BUCKET WORK PHONES TV ft VCR AUTO I HOME CBt RADAR SCANNERS •A.T.&T. -EMERSON ST * REO .COBRA 'BEARCAT •PANASONIC -PIONEER .COLT 'REGENCY •COBRA 'JET SOUND 'COBRA WYNN'S STEREO & C.B. 901 S. Oak St. 462-9613 It doesn't cost... It pays to have your service done at - Service 163 E. Gobbi Ukioh 466-9404 W« Service All Brands ft Mokti tfe Carry In Stock: RCA • GE SYLVANIA PHILCO SALES LANDSCAPING MATERIALS Complete Selection Of: DECORATIVE ROCK • CUSTOM SOIL MIXES • SAND ft GRAVEL • SAWDUST ft BARK • BLUE SHALE 28680 So. Redwd. Hwy., Cloverdale 433-7625 -OPEN- 7 DAYS County Wide Deliver^ 894-2879 ELAINE ROSE ALTERATIONS 462-9284 Men & Women's Tailoring Complete Sewing Service One Day Service Available 780 N. STATE STREET UKIAH* MONDAY-FRIDAY 10:00-4:00 SINGER AUTHORIZED DEALER FOR LAKE AND DOCINO COUNTIES • SALES AND SERVICE OPEN: Mon.-Frl.9:30-5:30S«t. 10:«M:00 163 E. Gobbl. Ukiah 464-MM Lottery Tickets Here! ol3 TH SIDE ' GROCERIES SODA-BEER-1CE VMS MOVIE RENTALS n OAK KNOU ROAD. UKIAH 4M-M44 OPEN 7AM-9PM FRIft SAT till 10PM FREE ESTIMATES GENERAL ENGINEERING CONTRACTORS MATTERN CONSTRUCTION P.O. BOX 234 • 951 TALMAGE ROAD UKIAH, CALIFORNIA 95482 (707) 4(2-8741 Equipment Rentals • Road Construction • Water Main Work Septic Tank Installation • Underground/Trenching Services Ernest Wlpf RIchMattern Construction Superintendent Owner CALL US FIRST FOR YOUR MANY CONSTRUCTION NEEDS 111111 for fuif-iree shopping take advantage of the convenient JCPenney Cotolog. lOOi tt pages ol shop-byphpne Hems delivered to your nearest JCPenney store or... straight Ip your door via U.P.S. To get your copy, visit your JCPenney Catalog Desk Toplactanorder, c«« 1-800-222-6161. JCPenney With this add you may purchase any SONY MFD-2DD 3.5" floppies @ 2 for $5.00 or SONY MFD-1DD 3.5" floppies @ 2 for $3.50 or MAXELL MD2-D 5.25" floppies @ 2 for $2.80, max. 4 per customer at: BLUEPRINTS (PIUS 709S. State .Ukiah.CA. (707)462-4440 VALID THROUGH SEPT. 30. 1987 • Art Classes • Large Selection of Metal Frames for Posters •tv«AINom$ (707)4627142 . R eadymade , Custom • Accessories 207 S. Stole St. Ukigh. CA9548J

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