The Des Moines Register from Des Moines, Iowa on July 28, 1969 · Page 12
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July 28, 1969

A Publisher Extra Newspaper

The Des Moines Register from Des Moines, Iowa · Page 12

Des Moines, Iowa
Issue Date:
Monday, July 28, 1969
Page 12
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Page 12 article text (OCR)

Day V Night FTC's Struggle to Change Cental's Advertising Claims 4943 SIZES 10/2-20/2 Scaled to the social season. Pattern 4943: Half Sizes lO^, 12%, 14Vi, 16%, 18%, 20%. Size 14% (bust 37). Leaves "grow" upward with border intrigue. Mainly stockinette. Pattern 7296: Sizes 10-16 included. For pattern No. 4943 send 85 cents (coins) to The Des Moines Register, P.O. Box 131, Old Chelsea Station, NEW YORK, N.Y. 10011. For pattern No. 72N send 50 cents (coins)"to The Des Moines Register Needlecraft Department, P.O. Box 127, Old Chelsea Station, NEW YORK; N.Y. 10011. Print name, address, zip code, style number and size, If needed. Add 15 cents for each pattern for first-class mailing. Studying the Dreams Of Expectant Mothers N EW YORK, N.Y. - And what are the dreams of expectant mothers made of? Boy babies and misfortunes. A study comparing the PARENTS Father: ''We've just been out for a walk in the woods. I must have answered a hun^ dred questions about wild plant life." Mother: "I hope the chil- . dren will remember some of the things they've seen." Mother: "Tell me about the wild flowers you saw in the woods. Were there lots of them?" Child: "They grow in shadowy places under the bushes. Some of them you can hardly see unless you look carefully." Children ask questions to acquire knowledge, but they should learn how to pass on the knowledge and information, too. Parents can help by asking, as well as answering, questions. dreams of women expecting their first child and of non- pregnant women reveals that the expectant mothers dreamed of misfortunes five times more frequently. Nearly half the pregnant women's dreams included a baby, with boy babies popping up twice as often as girl babies, but only one out of 100 non-pregnant women conjured up an infant. According to the study, the dreams were no help at all in prediciting the quality of the mother's care once the baby was born. Wedding Vows Mr. and Mrs. Bernard Kilberg of Bettendorf announce the mayriage of their daughter, Barbara Joyce, and Albert Marvin Schneider. He is the son of Mrs. Meyer Schneider, 7214 Roseland drive, and the late Mr. Schneider. The wedding was Sunday at Temple Emanuel in Davenport. The couple will live at 4208 Sixty-fourth st. Mrs. Schneider and her husband were graduated from the University of Iowa, Iowa City, where he was a member of Phi Epsilon Pi fraternity. She will teach in the Urbandale school system and her husband is employed by Sears, Roebuck and Co. Return Home Mr. and Mrs. Lawrence F. Enos, Dennis and Laurene, 2915 E. Twenty-second court, have returned home after vacationing in Hopkinsville, Ky., where they visited with Mrs. Enos's brother-in-law and sister, Mr. and Mrs. Leo Stevenson. They also visited in Tennessee. Toothache? THOSI HORRID AGE SPOTS FAPE THEM OUT •Weathered brown •«pot$ on the surface of your hands and face tell the world you're getting old—perhaps be/ore you really are. Fade them away with ESOTERICA, that medicated cream that breaks up masses of pigment on the skin, helps make hands look white and young again. Equally effective on the face, neck and arms. Not a cover-up. Acts in the skin—not on it. Fragrant, greaseless base for softening, lubricating skin as it clears up those blemishes. If you have these age- revealing brown spots, blotches, or if you want clearer, lighter skin, use ESOTERICA. At your favorite drug and toiletry counter. |2.00. Of T ANSISOL Until you see a dentist, Anbesol stops toothache pain, safely, in seconds. Anbesol ANSISOL, the first aid treatment for the mouth, not only relieves pain safely in seconds (when used as directed) but, An- besol's three antiseptics cool, soothe, help prevent infection, promote rapid healing. Keep Anbesol on hand. You'll be glad you did. By Morton Mintu f> Th« Washington Post WASHINGTON, D.C. - Geri- tol, a mixture of iron and vitamins, is the largest selling product of its kind. It is a house that jack built — jack spent on television advertising. Goritol went on the market in 1950. It was promoted for "tiredness," which besets most everybody at one time or another — usually for obvious reasons. From 1950 through the end of 1962 more than two billion doses of Geritol were sold. During that same period the annual advertising budget averaged $3.5 million — more than 90 per cent of it for television. TV Advertising Television advertising was "primarily" responsible for the product's success, Federal Trade Commissioner Philip Elman has said. Last year, Geritol's TV ad budget was even more lavish: $7,972,000.. That's almost half the $16.9 million budget of the FTC for the fiscal year ended last June 30. The FTC began investigating claims for Geritol on Apr. 9, 1959. By the end of the next decade commission personnel had spent — by actual count — 8,491 man-hours on the case. Was the public effectively protected from .what Elman calls a "bombarding" with claims that Geritol is "a generally effective remedy for tiredness when in fact it is not"? An Agreement Recently, a majority of the commission — Chairman Paul Rand Dixon and Commissioners A. Everette Maclntyre and Mary Gardiner Jones — negotiated an agreement with the manufacturer, the J. B. Williams Co., and its advertising division, the Parkson Advertising Agency. "It is hoped," the majority said, that the agreement will "stop misrepresentations, direct or implied, that the use of Geritol will afford symptomatic relief for 'tiredness,' 'loss of strength,' 'rundown feeling,' etc., in more than a very small minority of the general population who experience such symptoms, and then only for those whose symptoms are caused by iron deficiency anemia." Bitter Protest Elman protested,bitterly. He charged the majority with undermining "the very foundation upon which the efficacy of all commission procedures is structured," and with making "a sham of the commission's order." The cornerstone of his dissent — supported, without opinion, by Commissioner James M. Micholson — was that for more than a year the companies had violated a cease-and-desist order against deceptive advertising. Elman had wanted the commission to ask the attorney general to start an action for civil penalties — fines of up to $5,000 a day for each violation. Include Statement .The one thing that the full commission agreed on is that for years Geritol was deceptively advertised. Implicitly, the companies no longer quarrel with this, as evidenced by the fact that, for almost two years, all Geritol commercials which have referred to symptoms such as "tiredness" have included this statement: "The great majority of tired people don't feel that way because of iron-poor blood and Geritol won't help them." Following the start of the FTC investigation in April, Remarkable Remarks • British schoolteacher Gerald Brooke, on his release from four years in a Soviet prison on charges of spying, said in London: "I feel no bitterness to the Russian people whatsoever. We most accept that they have a point of view, and perhaps a different point of view from ours." i • More than 100 former foundlings reminisced as the New York Foundling Hospital held a reunion. Mrs. Charlotte Simpson Regal, M,. adopted by a family in Oshkosh, Wis., in 1895, said: "I still have hopes of finding kin of my own." • Antonio Battlsta, the mayor of Montefredane, Italy, - near Naples-and a self-styled •MAI* wizard, predicted the Americans would beat the MOOKB Soviets in the moon race. Now he wants some help for his next prediction. He sent a telegram to President Nixon saying: "Please mall me 20 grams of moon rocks In order to predict with my power and magic glass ball the day and hour yon will reach Mars and whether Mars Is inhabited." 1959, the next major development, 3% years later, was the filing of a complaint. Hearings then were held. On May 8, 1964, the hearing examiner, in an initial decision, found the advertising to be deceptive. Cease Order More than a year later, on Sept. 28, 1965, the commission unanimously upheld the examiner and issued a cease-and- desist order. Two years later the sixth circuit court of appeals affirmed the order in major respects. A crucial point was reached soon afterward, on Dec. 31, 1967, when the commission's order — modified to meet the ruling of the appellate court — became final. "As of that date, any further misrepresentation that Geritol is a generally effective remedy for tiredness makes respondents subject to civil penalties," Elman said in his dissent. Slightly Altered The commissioner said the Williams company and the ad agency thumbed their nose at the FTC by continuing to run TV commercials "whicfi presented the same message, slightly altered in form." To put a stop to "this fruitless haggling," Elman continued, the FTC held a public hearing last Nov. 14 at which it viewed commercials shown to the public since its order be- "problein" perspiration Solved m, for thousands who pirspin kiivily An antiperspirant that really vorka! Solvea underarm problem* for many who had impaired of effective help. Mil chum Anti-P«rapirant keep* underarms absolutely dry for thousands of grateful users, with complete gentleness to normal skin and clpthing. It will keep you drier than ajiy anti-wetness agent ever put in an aerosol spray can! By anybody. This unusual formula from a trustworthy 56-year-old laboratory is guaranteed to satisfy or dealer will refund purchase price. So get the positive protection of Mitchum Anti-Perspirant, liquid or cream. 13.00, 90-day supply, at your favorite drug or toiletry counter. came final 10% months earlier. Rather than seek civil penal ties, the commission directed the companies to file by Jan. 31, 1969, a report showing full compliance. Should the report be unsatisfactory, the FTC warned, it would "take such enforcement action as may be necessary to assure that its order and the decree of enforcement entered by the court of appeals do not continue to be flouted." The firms, claiming to be "in full compliance," filed the report. The entire commission agreed that the companies were not in compliance. Agree to Deletions The companies were informed last May 8 that the commission would be content with deletion of the word "power" from claims such as "Geri- tol builds iron-power," and with delection of references to "prevention of tiredness" from the labeling. The companies accepted the FTC proposals. Name Outstanding U.S. Employers WASHINGTON, D.C. (AP) The Caterpillar Tractor Co. of York, Pa., and the Pace Industrial Corp., of Merrimac, Mass., have been selected as "Employers of the Year" by the President's Committee on Employment of the handicapped. RUSK: NO NEW ASIA POLICIES WASHINGTON, D,C. (AP) Former Secretary of State Dean Rusk said Sunday he doubts that any Asian policy of the Nixon ad- mini stration can differ greatly from that of former President Ljfo. don B. Johnson If U.S. interests •re to be served. Rusk said "I nope that a new administration could improve on the policies of an old one, but President Nixon has also said that we would meet our commitments in Asia and that we would continue to be an Asian power." Rusk gave his views on the ABC television program "Issues and Answers." He said of the nations of Asia, "If they are strong and prosperous they can resist" aggression and subversion themselves. "I don't for myself at the moment see any new policy to that direction. During the Johnson administration we tried our best to strengthen them" so they could take care of themselves. Rusk said America "tried to encourage Asian regionalism" through various regional Asian associations and the Asian bank and "welding together the free nations of Asia is in our own in terest." There are, Rusk said, "great elements of strength in Asia and great elements of weakness." These latter, the former secretary said, are the ones that America must strive to correct so they can on their own resist subversion or outside attack. If America is going to change its commitments in Asia, Rusk said, "We have to change them during periods of tranquillity and peace, not under the threat of military attack." He mentioned some /of the American commitments as Involving Thailand, Australia and Sonth Korea and said tart simply furnishing a mclear umbrella to these nations wonld not be sufficient. Military aggression in South Korea, he said, would have to be met by military resistance. Unilateral American with- drawal. from Vietnam might very well mean another war, probably in Thailand, Rusk said, where there already is subversive and guerrilla activ- Hy. —SPECIAL— 2 LadW Dresses ....1.75 2 Man's Suits 1.75 NATIONAL CLEANERS IIBOKeo 243.0313 YOUNKERS fragrance fete . . . two light, refreshing fragrance creations for warm weather NEW SPRAY POWDER FOR THE BATH Smooth, toothing, cooling. NEW SPRAY MIST SHOWER COLOGNE Light, bright, refreshing. 4*50 FAME TOUJOURS MOI POSSESSION Perfume essences imported from France, blended in U.S.A. Toiletries; first floor, Downtown, Merle Hay Plaza and Eastgate. Phone 244-1112, ext 226. On mail orders add 8% tax, 40c postage and handling !,V gigantic ci sandal sale! ^*— all styles reduced now Jus t 3.97 to 13,97 Summertime is sandal-time! Get in on the action— join the swing to sandals. Sinewy straps . . . barefoot thongs, heeled styles for flare-leg pants .. . flats for shorts. Choose your favorite from T ibei « e ' , red ' blue » brown and lots of crazy combinations, Latest looks from current stock. Put some sandal fun in your summer days ... and save up to U now, while the selection's still super! YOUNKERS World of Shoes; second floor tnd Fashion Street Footwear; first floor, Downtown, Merle ' Hay Plaza and Eastgate. extreme price reduction children's shoes save up to 75% 2.97 8.97 Look mom... you'll save on dress and play styles for boys and girls. And you'll save big during lowest-now price days. Hurry now for best selections. now Children's Tennis Shoes and Sandals 2.47 Save over '/ 2 ! Children'*. Shoes; tecond floor, Downtown, Merl« Hay Plaza and Eastgate.

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