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Lethbridge Herald Newspaper Archives

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Lethbridge Herald, The (Newspaper) - April 8, 1970, Lethbridge, Alberta THE lETHUIKt HBUUB WiiUaidiy. I, Selling Climate For Advertisers British Magazines Promote Domesticity By CAROL KENNEDY LONDON (CP) may be imDtved in issues out- side the bone to a greater de- gree than ever before, but in Britain their magazine! still tend to promote a imsge because tins K lie only "seUrag dfmale" farored by advertisers, says a new book surveying of women's publicatMos. Women's Lib Big This Year By LEE MUELLER NEW YORK (NEA) In the put, I hate commented au- thoritatively OB diverse and esoteric subjects as unbreak- able Ping-Fcmg balls, the infield fir rule, the Barlow jackknife and float fidifog in the Big Sand; River. This leaves one remaining important subject (or a myriad- micded commentator to eiplort, unfortunately. That subject is the Women's Liberation Movement. As you know, "women's fib" is very big this season. From Seattle to Orlando, from Bangor to Long Beach, American fe- males are burning their bras to protest the domination at that awful pest, the American male. The crui of the revoR we are told is that sximen are tired of doing the typing and filing the food and shaking the mop while men make all the money, have all the fun and get all the glory. Women who have been "happily married" for 10 or 15 years have suddenly bolted the barn, forsaking home, kiddies and husband for a job. the most part, the male population hu been very misunderstanding. These liberated women object strenuously to being whistled at and otherwise admired. They detest traditional male affec- tion and their fondest dreams are built around bitching a man to a cultivator and plowing out the bottom 40 with hi" I have a theory about these women. Several theories, in fact. First tbeory: The average radical feminist is not mainly because she reportedly stays out all night attending hate- men meetings. No right-muled husband would put up with this stuff. Second tbeory: Most women involved in the "tib" movement have never won a beauty coolest. Women are trail, sensitive creatures and not winning a beauty contest can do mean things to their attitudes as they nature. Third tbeory: The liberation movement won't work, because: (A) Most men find it difficult to take seriously anything called the Women's Liberation Movement. It sounds like a cigarette commercial or, at best, an league. Then again, it sort of reminds you of a model airplane dub in high school mat never quite got off the ground. (B) Women have too long ben the brunt of male humor. It is very difficult to take a pet seriously. They are imfor- tunate in that they are the only minority group which can be made jest of in public. Ethnic jokes are considered hi poor taste these days, but not jokes on women. Everybody lampoons the gills. (C) Most women do not wish to be men. This, unfortunately for those sad, sincere, intellectual ladies vbo contend marriage is naming but licensed slavery, is the' highest wall. There are many women, it seems, who lore their husbands and are happy in then- Homes. But enough of Ibis. It is a sad fact that most of the girls in the Women's Liberation Movement already are liber- ated. We'smug theorists nke to think that's what they're com- plaining 'about. At any rate, there are other important things to theorize about Have you considered, for instance, the awkward sues of toe boles in a telephone dial. "The consequence tor soci- ety are potentially serious, for women's mapmnn are far from being the inoocuoui purveyors of light entertUD- meot they are oftea made out to says Dr. CynLhu White in Women's Magaiinei 1633-1968, published here by Michael Joseph. "They are the nation's most powerful sake force to women, not merely of con- sumer goods, but of a femi- nine imase, of female achieve- oent. That is where their so- cial rignifil-mn. Dr. White notes thai, hfetor- ieslly, whenever women's rights loaned large on the na- tional hotuon, women's mag- azines retreated to a cosy do- mesticity. In 1861, when the "woman quesbce." .began to exercise .Victorian minds, the oew joianal The Queen de- clared its editorial pobcy: "When we write for women, we write for the hume. Women have nether hand TOT heart for abstract political speculation, while as lor our own liberties, or our political principles, they may be safely left to man." IMAGE SHAKEN In the previous century, however, editors were ready to assume a lively intelligence among their read- ers. In 1T7D the editor of The Lady's Magazine conceded: "The minds of the (female) sex wten properly curh'Tated are not inferior to mose whose honor it is to be protectors and instructors of the fan-." The cosy little-woman image persisted, despite fall- ing sales in post-war yean, right up to the mid-1960s, when a fresh breeze of real- ism began to ruffle the time- honored formula of romantic fiction, knitting pattern agony columns and the "make a party beat" type af eaokery feature. One nan was virtually re- iiaithi for the New Yerk Bmnofccisl Dr. Dkfcker, who had per- ned maoy mtgaane-dtoe- lor operation! Deluding the restylmg of -the Canadian monthly Cbaldaue. Called to amlyer UK afl- g Woman's On weekly ia MM, fiodingi be- te the baas of a whole new ptnteophj in the ouea- rine empire of Britain's Inter- nal PoblisBgag Corp. The most striking malt of the i i rai ht, "Hu. new DO me imum female" was the gkwy monthly Nova, deacoed at a ions magannr acceptable to both OU) FOWfULA UNGERS Nora.hat survived through fh'e yean of wavering emu- lation, though il hM bad to modify fo original starkly hv teUectual content of heavy so- cial and pootxal topics to- more tradrtioDal sub- jects treated in a new way. But other jourtok which were revamped with the new social Er- erywoman, Housewife and Woman's to re- gain ground and either folded or were merged. Dr. White suggests thai publishers may UAW Qw-esxrmaied the pace at which British womtu were widemg their borimiB. American magazine publish- OB'the otter tend, have succeeded io moving their their adver- them in'shapiBg a new mood of social involve- meot, 'briuuMj wouieu to fuucUuii effectively in com- plex and demanding social en- vironment" ivfiuei than pror- kfcg escsntet fodder. Keyermeless, in her some- what ujuuadicttty op, Dr. White that the old-established Bribae, for- mula. lirieiiii tew world wars, the eHeacaiatite, of aed aacial revolution, "jetfetea. btt tat majority et weu M ta ___J._-- t__.___U __t_ __1 Wl- Dr. Hmlkiiis Gets Plaudits From Down-Trodden Moles WASHINGTON (AP) Dr. Pboo E. Hudkins' study blam- ing females for all men's woes has won him scores of plaudits from fellow dowu-lrodden males, a few mild rebukes and some encouragement includ- ing one marriage from women. "I didn't answer that the 36-year-old bachelor govern- ment analyst said.of the wed- ding proposal .after news ac- counls of his report ascribing virtually all physical and men- tal ailments of men to female dominance. A letter that began "Bravo! Bravo! and concluded "Right on, was typi- cal of the male response among hundreds of letters. There was also a job offer in one-line letter from United States Divorce Reform, Inc., in Broomall, Pa., that said, ''We can use men like you." Hudkins, a labor department economist, isn't taking that one up either, although some of Ms present bosses are a little upse about his proposal to repea equal job laws for women. The labor department has dis- aimed any connection with report on studies by psycfaut- rists, naturalists, lawyers ami hers who blame man's ills on re loo domineering female. "Ninety per cent of the re- lies were from men, five per cent from older women who Iso agree and four or five from irk who didn't, but only one or m of those were really irate, [udkina said. HallinawiDrth's The Drizzle Look ACTION WEAR RAINCOATS So good looking fn tht rain So smoit In the sun our all poplin fabric roincooli with pockets, Jomt belfed, buckled, and In different color t to choose from oil up Io a great "in" look. !20 AND TO VISIT CTTT Hn. K. B. Oysdale, SL Out Chief the Girt d Gudca da Cauda wil bi fa Lcthfaridge cn'Apra .to at- tend eeremernea at the Chic Centre. Mrs. Crrsdale urved ta various ranjiririM oo the On- tario M a aptaa, an area ofinmigioper, a dep- uty, and provincial commis- sioner befue she was ap- pamLed.a Deputy Chief Com- in September 1IB and. Chief OnmmuBJma' in 1966. Mrs. dyaMe ia a tradoate of the University of Toronto. She bat had or bat Taried oo tilde 10DE, school board work aod Children's Aid baud partkt- paticc. For four years aoe served on a Narjonal en'i Eneon've of her dnrch as chairman of the leader- ship'development comijiiUee. Mrs.' Ctysdate hai foor grown cbiklren. Her two were Scouts, her older daugh- ter a GoU Cord Code aod her younger daughter hat her AD Round Cord. Her older daugh- ter is a Deputy DrrisJoD Com- missioner and ing. THE BETTER HALF By Bob Barnes 22 CHARGE IT! Hnflinswarth COLLEGE MALI DOWNTOWN 320 6th St. i. "Care for on Unidentified Frying JEN'S UNIFORM CENTRE Wt HAVE THE LATEST STYLES AND MATEHIAIS FOR NURSES WAITRESSES rtc WHITE COLORED UNIFORMS SMOCKS PrkM From 4.75 up io 18.85 JEN'S UNIFORM CENTRE 401 Slti StrMt S. (Uprirtn) fSom llt-3631 MRS. DOREEN FILGAS PHONE 328-2843 412 5th ST. S. TO Copilel THURSDAY, APRIL 9th GRAND OPENING Wigs of Hi Fashion and prefmiorvgl vf ant Hnliptwi, Expert ttrling and catering, MoihioNl) hic PWZEJ tun to regirtir (or evr deer ef a SYNTHETIC WKJ ValuwJ at 39.95 DRAW SAT., ArtK Home Economics Courses To Stress Family Oving CALGARY (CP) The eld to ft eld pritan wiuu mi cUhB( ctwr tie whole apecfevDi ef fatDuy hrvg. Janet Warftow ef lie tinmrsky of GMitoh acid recently. tcBOek ef home econ- ejeke are miLaing neaning- kenae, family and "W% oatne h> (he really koaac major atady meeting of the Afcerta and marketng." Dr Wardlaw in the gnAiate program "we are Inkav teriouriy at our undergraduale carricukim to remove what but in favor of female Association. Or. Warder., Dean of Mae- denmld bctimte at Guetph, said Ac natate''tiis been develop- ing a program called family shidiei for the "We wen cnmoeaged to leak at the of society ud eifte the rale the ktotnte cooid iai ntedL ef ear ttaoy "old BMGO -MOOSE HALL 11M Ird AVMW MOtTH el Jeekpet M Ni tl I.- ki 7 M 11 6eeM h 7 kjeiewt 5 Certi i rtfJ ___ SfOHSOtH) tT IOYAI OtDtt Of MOOSI Bauer E 160 Ultra Wrti flashgun batiwiM. Cfvn up M 43 AngU ef tuytfoya 'h tuffkivnt to-uw km icvtiing era ef 53 X 73 dunrtent h of a Mtand for not atlien Moa- AC epnolien totifcU en I tO, 125, 140, 770 ant 240. Ivllt hi ilop conipntei. BatoncM "far ear- Irflht cotor film. Built in ready and AC fynaDard. Werice Whh outiMndlng hewm :nd a Ftatvm fil.l 'leem' lem, WKr auto Ui bultt-ki 'A' .fiHtr and paww-eack pntel or'rfi. LKitimc die- can uat fwl.M. SHM Prtjictar 'Airtquipt 500-wvtt Mmi- autonwHc nSot aaecti all feyr Arnquipi fyilrnn. Special rWOt pftVAfttk poppfnf 4' CBfOf Om Jar -Charge W Wtt Opn DaKy H p.m.; "JB. 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