The Peninsula Times Tribune from Palo Alto, California • 2

.2 PALO ALTO TlMS; Monday, April 10, 1978 Films teach them how Kids can see through commercials has the most ammunition, the largest repertoire of examples to choose from, when it comes to critically evaluating the film. We think this is why this group became the most skeptical The second test involved the youngest children and both films. It produced the same results; Roberts said. "Ideally, the films should be used in an instructional way, Roberts said. If I were a teacher I'd use both of them one week apart.

Id have the kids discuss the differences and implications of the films. I'd ask them to go home and ask their mothers why they buy this or that. Roberts, a national authority on children and the mass media, defended instilling distrust in children. "Skepticism to the medium is a healthy response in hyoung children. It should be encouraged, hie said, explaining that commercial TV is neither an information nor an entertainment medium, but a selling medium.

Nobody questions our whole consumer mentality, Roberts said. Not the films. Not even the television critics. How is it that we live in a nation where one half of the policy says conserve and the other half says to consume is to be happy. Its very schizoid.

commercial. They think of it as educational and entertaining. Atkin predicted a political battle" lasting years to alter the current commercial presentations on children's television programs. He, said the United States is the only' nation allowing more commercials per hour during childrens programs than on adult TV. Robertss group found that children who were the heaviest viewers, and thus perhaps the group most vulnerable to television commercials, became the most skeptical after seeing the films, the study said.

The idea of they want you to buy is an understanding of intent, Roberts said, explaining that children normally are unable to comprehend that until they reach a certain developmental stage around age 6 or TV commercials involve a whole set of messages aimed to persuade us to buy certain objects, Roberts said. They tell us we will be better off if we buy their objects. Well, kids need to first understand there can be this manipulative intent By seven, most kids realize that there are lots of people trying to get them to do things. Children under five can be taught to distrust commercials through conditioning or modeling by parents. My son Brett, who is five, wont eat frosted cereal He is just beginning to say they are trying to sell me "When I read notices about the films, I wrote away asking if we could evaluate them, to see if they worked, he said.

Hundreds and hundreds of instructional films are made for schools each year, but only one in 50 has data on it Generally schools use such films without knowing their impact. Roberts and a dozen undergraduate students conducted the two experiments starting in February, 1977, using elementary school children. The first test used the film, The Sell. "We found the film made a much greater impact on the youngest kids. We did not make the eighth graders any more skeptical than they already were.

But the fourth graders showed a significant increase in skepticism, Roberts said. In a further of the findings, Roberts said: We found that at each grade level, before even seeing the film, the children who watched the most TV were the least skeptical of commercials. We reversed that order after the film. The children who watched the most TV and who had seen the treatment film were now the most skeptical The child who watches the most may be the most vulnerable and the least skeptical to start with but he Joe Ash of Stanford University grabs a frisbee during the 1978 Western National Ultimate Frisbee Tournamant at Stanford Saturday. The tournament was won by the Santa Barbara Condors.

(Photo by Joe Melena.) Palo Alto fund cut seen if Jarvis measure passes 2 youths killed when car rolls down 200-foot embankment near Cupertino James Shoemaker, 19, of Los Altos, and another youth, still not identified, were killed early Sunday when the car in which they rode rolled down a 200-foot embankment on Montebello Road in the Cupertino area. The accident occurred about 4 a.m., according to estimates by Santa Clara County coroners officials, but the car wasn't discovered until nearly eight hours later, shortly before noon. Shoemaker, 939 Castelleja, and the other youth, also about 19 or 20 years old, were pronounced dead at the scene. A report by California Highway from the auto. The other was pinned behind the wheel.

The accident was discovered shortly before noon, Sunday, when a passing motorist saw the skid marks, stopped to look, saw the wreckage, and reported it over a citizens band radio. Funeral arrangements are pending. NEUTRON BOMB WASHINGTON (AP) Defense Secretary Harold Brown says the neutron warhead isnt the only way that NATO countries can stop a Soviet tank attack in Europe. Patrol Officer E. A.

Custer said -neither of the men had identification on them. The auto was registered to William Eugene Shoemaker of the Castelleja Avenue address. Custer said the auto was traveling northbound on Montebello Road near Stevens Canyon Road, when it apparently went out of control on a curve. There were 42 feet of skidmarks leading to a cement berm and the embankment, Custer reported. The auto rolled 200 feet down the embankment to the creek below.

One of the youths was thrown A Stanford University study says that young children can be taught to see through television's super dick commercial sales pitches. The study coincides with a report out of San Jose State University that children, especially those under age 8, dont realize television commercials are subtly molding their attitudes, opinions and desires. Don Roberts, an associate professor in the Institute for Commu-' nication Research, conducted two experiments that show youngsters can be taught to see through the advertising techniques used for making TV commercials. He used two 15-minute films made to help children dissect the complex ways in which commercials are produced. The films are the $6-Billion Sell by the national Consumer's Union, and "Seeing Through Commercials by Vision Films.

Both films successfully educated children aged 7 to 14 about the persuasion techniques used in commercials. Further, the films had the greatest impact on the youngest viewers, Roberts said. At San Jose State University, Charles K. Atkin, a Michigan State University journalism professor, said in a lecture that children dont understand the real purpose of the SM County gets report on Behr bill By KEITH WALKER No reduction in governmental services in San Mateo County will be necessary this year if Proposition 8 to implement the Behr bill is passed by voters on June 6, according to a report to be presented to the Board of Supervisors Tuesday. However, the measure will place a limit on growth of local government, restricting it to about 6 to 8 per year, County Manager David L.

Nichols said. It also limits the growth of state government The report was prepared by Rahn Becker, senior administrative analyst in Nichols' office, at the request of the supervisors. They wanted to contrast the Behr bill with the effects of Proposition 13, the Jarvis-Gann initiative, should that measure be accepted by voters instead. The Behr bill, authored by Sen. Peter H.

Behr, R-San Rafael, would cut homeowners taxes by 30. But the lost revenue would be replaced by the state from surpluses built up by excess sales and income taxes. The Jarvis-Gann initiative, on the other hand, would restrict property taxes to 1 of market value, and would roll back assessments to the 1975-76 level. Property tax reduction in San Mateo County would amount to 63. Nichols said the Behr bill allows for a split roll, by which home-owner property would be assessed at a lower rate than apartments, industrial, commercial agricultural holdings.

It also removes from the home-owners tax burden the costs of three state-mandated programs adult welfare, Medi-Cal and aid to families of delinquent children. Nichols said this provision makes the Behr bill the strong preference for county government, because the Jarvis-Gann initiative does not remove these state-mandated programs from the local taxpayers and, in effect, freezes them in while other programs would have to be cut. The Behr bill also provides special tax relief for renters, and increases the benefits for senior citizens. As disadvantages of the Behr bill, Nichols listed the split roll which some people believe would provide an unfair treatment for homeowners in contrast to other taxpayers. Halstead president of Cupertino board Rodger Halstead, 35, has been elected president of the Cupertino School District Board of Trustees.

Halstead teaches social studies at Homestead High School in the Fremont High School District He will succeed Robert Hall for a one-year term as board president Seveme Bylin has been elected vice-president Landmark lease copy sent to SP Palo Alto city revenues will be cut by about $3.5 million if the Jarvis-Gann Initiative passes in the June 6 election, according to Acting City Manager Charles Walker. That amount would be about 16 to 20 of the revenues available for the general fund, which finances most city operations, he said. Walker and Larry Moore, the city's new budget analyst, have submitted a preliminary budget of $21,915,531 to the City Council. The budget total is an increase of 7 over last years budget The council's Finance and Public Works Committee is to begin a series of hearings on the details of the budget Tuesday night, starting with an overview and moving into police, animal services, light and power, water-gas-sewer and the treasurer's office. Councilman Scott Carey, committee chairman, said he had hoped to include some daytime hearings this year as an experiment.

But Councilman Alan Henderson was unable to make them, since he had just returned from a month in Europe and needed to spend the time at his job. Carey said that Henderson was important to have in the committee meetings, because when he and Councilman Fred Eyerly agreed on something in the budget Carey would know it would go right through the council with no trouble. Their agreement is "like a weathervane," he said. Instead, the committee has scheduled six evening meetings, including tonight's 7:30 p.m. session in the Civic Center, 250 Hamilton Ave.

The next session is set for Thurs- day, when the fire department, public works, engineering, streets, parks, refuse, planning, transportation and inspect ional services budgets are scheduled for review. Tuesday, April 18, the committee is scheduled to take up the budget and staff services department, the council and council-appointed officers budgets and Comprehensive Employment and Training Act personnel. The following night, Wednesday, April 19, the committee will examine social and community services, arts and sciences, library and recreation budget requests, according to the meeting schedule. A wrap-up session is set for Tuesday, April 25, where supple-f mental requests also are to be considered, and a final session is to be set for late May or early June. Walker said that he will present a contingency plan about what the city could do if the Jarvis-Gann initiative passes prior to the final committee meeting.

The budget covers the 1978-79 fiscal year beginning July 1. Walker said that the people who worked on this year's budget document did a better job of scrutinizing department operations than we have done for several years. That, was part by design and part because there were people who never worked on it (the budget) before, such as our new budget manager. Moore replaced Clay Brown, who became city manager of Pleasanton. Because he was new, Moore had to dig into the operations in more detail, and that resulted in a process that was very tight, Walker said.

lost in the shuffle. Jean Diaz, the present agent, got the lease back on the track. In a report to the City Council, Diaz said that the lease has been signed by Acting City Manager Charles Walker and forwarded to Southern Pacific for their signature. Some revisions in a draft lease SP sent to the city earlier have been made, but they are structured to be compatible with Southern Pacific's objectives," Diaz said. Today, however, SP officials reported that their lease agent has been ill for the past month and his replacement has no notion of even what El Palo Alto is.

Under the month-to-month lease, the city has the right to maintain the tree, build a new 'fence along the San Francis-quito Creek bank and safeguard the tree from possible future work by SP that might damage its root system. Palo Alto has finally sent in a signed copy of a lease for its old landmark redwood tree, El Palo Alto, to the Southern Pacific Transportation Co. Only now SP officials arent sure where it is. The city last year discovered there was no active lease on the tree, which is owned by SP and which about 200 years ago marked the campsite for ish explorer Caspar de Portola. When the city hired a new property agent, the tease got Six area students science fair winners to all WRITERS in this A well-known New York subsidy publisher is searching for manuscripts worthy of book publication.

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In Jill, 6 JA, Nnr Tori', XT. I0MI fi City of LOS ALTOS Agenda Digest won a first prize in the physical science category. Jonathan, a Wood-side High School student, is the son of Joseph and Elaine Feinstein. Ruth Bodee Garden ier's exhibit, How to Make the Flow of Air Visible, won a third prize in the physical sciences category. She is a student at St.

Josephs School in Menlo Park. Ruth is the daughter of Mr. and Mrs. Anthony Gandenier. Claire Johnsons exhibit, "Do Detergents Affect Mold, won a second prize in the biological science category.

Claire, a student at St. Joseph's School in Menlo Park, is the daughter of Dr. and Mrs. Bruce G. Johnson.

Joyce Mudra exhibited: "What Happens to the Aura if You Change the Strength of Developer?" It won a fourth prize in the physical science category. Joyce is the daughter of James and Joan Mudra. Brian Wachhorst's exhibit was Crickets: The Effect of Color and Setting on Cricket Chirping. It won a second prize in the biological science category. Brian, a St.

Joseph's School student, is the son of Dr. Mrs. Newton Wachhorst II. Six Midpeninsula students were among top award winners announced Saturday at the 25th annual San Francisco Bay Area Science Fair. They are John Badger, 15, Menlo Park; Vincent Briggs, 12, Atherton; Jonathan Feinstein, 17, Menlo Park; Ruth Gardinier, 14, Wood-side; Claire Johnson, 13, Atherton; Joyce Mudra, 13, Menlo Park; and Brian Wachhorst, 12, Atherton.

John Badger's exhibit, "Optimum Shape for a Low-speed Flywheel, won a first prize in the physical science category. John, a Woodside High School student, is the son of George and Nancy Badger- Vincent Briggs' exhibit was entitled: Microecology: The Effects of Microclimates of Argon, Carbon Dioxide, and Nitrogen on the Germination of the Radish Seed. It won a first prize in the biological science category. Vincent, a student at St. Joseph's School in Menlo Park, is the son of David and Mitzi Briggs.

Jonathan Feinstein exhibited An Analysis of Air Pollution. It Three days only. Very special looks, just right for you. Special 18.88 Frosting Color special. Add some color.

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The JCPenney Styling Salon AGENDA FOR A REGULAR MEETING OF THE CITY COUNCIL OF THE CTTY OF LOS ALTOS TO BE HELD ON TUESDAY, APRIL 1 1, 1S78 AT Jtt IN THE CITY HALL, ONE NORTH SAN ANTONIO ROAD LOS ALTOS, CALIFORNIA. ROLL CALL PLEDGE OF ALLEGIANCE PRESENTATIONS FROM THE FLOOR This ptsc on the agenda Is set aside for any member of the audience to bring to the Council's attention any matter that is not on the printed agenda. CONSENT CALENDAR All of the Hems on the Consent Calendar wU be approved by one Council motion unless any member of the Council or audience wishes an Item removed for dlecusaion. 1. Approval of minutes March 28, 1878 meeting Authorization to execute amended settlement agreement Los Altos School District Acceptance of proposal to conduct annual audit Wotf and Company 4.

Approval of warrants PUBLIC HEARING Consideration of a Zoning Ordinance amendment child care regulations BUSINESS Discussion rrgard'ng Chamber of Commerce assistance hr conduct of Police auction WRITTEN COMMUNICATIONS REPORT OF COUNCIL ACTIVITIES EXECUTIVE SESSION ADJOURNMENT PLANNING COMMISSION REPRESENTATIVE BUI JftCktOQ RECREATION AND PARKS COMMISSION TATTVE Jody Hacker a CUPERTINO, Vailco Fashion Park Phone: 446-9600 MAYFIELD MALL, Min. View-Palo Alto Phons: 967-3040 Another nomination for meanest crook paloIAltolOrtmce 1978 JCRsnnsy Inc. Antique buffs (Founded 1191) Polo AHo News and Palo Alto Mopping Review Peninsula Newspapers incorporated, Owner. Charles T. Tyler.

Publisher. Alexander Bedi. Editor. John H. Lyman, Business Manager.

Member Audit Bureau of Circulations Published afternbons except Sundays at MS Lytton Avenue. Palo Alto. Calttomra S4J02. Member of The Associated Press. Second class postage paid at Palo AHo.

California. SUBSCRIPTION RATES BY CARRIER: U.S0 per Ut.00 per year; S3S.00 tor six months. MAIL PRICES: (Payable In advance). In California M.00 a month. MO.OO a year.

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Single copy IS cents. in the lobby to be stored by theater personnel. When he came back out with some friends about 45 minutes later, the chair was gone. A subsequent search of the theater proved unsuccessful, police said. The chair was valued at $800.

Some crooks will steal anything. Early Sunday morning, one of them stole the wheelchair of a Menlo Park man who was inside the Circle Star Theater in San Carlos. John Posthouer, 22, told San Carlos police officers he went into the theater around 1 a.m. Sunday and left his wheelchair discover a whom new collection of 'ANTIQUES FOR SALE' daily in Hie Classified Pages of thn Palo Alto Timas.