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Lethbridge Herald Newspaper Archives

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Lethbridge Herald, The (Newspaper) - January 2, 1975, Lethbridge, Alberta 26 THE LETHBRIDGE HERALD Thursday, January 2, 1975 Who says eating doesn't pay? Children munching their way to wealth in TV commercials TORONTO (CP) Hun- dreds of Toronto youngsters are pulling in fat incomes munching, crunching and grinning in television com- mercials. "Kids continue to represent innocence and says Barrie Gordon, vice- president of F. H. Hayhurst Advertising Co. Ltd. "They represent a very powerful emotional vehicle for selling goods." But it costs about to shoot a 30-second commercial and many young television performers are making it more and more expensive. "Working with kids is an ab- solute horror show because kids can't be Mr. Gordon said. "It seems every child I know, in front of a camera, turns into an or- dinary kid who wants mommy or gets sick or gets tired or bored. "You can block off Yonge Street for half an hour for a film sequence and then, when you're ready to shoot, have a kid tell you he has to go to the bathroom. "If you want a kid to cry, you have to look for one with a pouty look on his face all the time, then put glycerine drops on his cheeks because you can't get kids to cry on cue." The natural orneriness of children is stimulated by the repetitious tasks they're ask- to perform. "We've had commercials where kids have to eat things 200 times a said Bernie Morin of J. Walter Thompson Advertising Co. Ltd. "We had one kid who had to eat cold French fries over and over couldn't keep them warm. He did it with a smile on his face." In the midst of a filming session, a child sometimes will announce that he can't stand the sponsor's product. Some film crews keep a large bucket beside the child so he can spit out the offensive food between takes, often because he's just too full to eat any more. Advertisers look for young- sters who are spunky and ani- mated and who have .'oven their capabilities in front of the camera. "The one who gets the job is usually the extroverted one who walks in and does some- thing like punch the pro- said Joan Fisher, who runs a children's agency call- ed New Faces. Advertisers also have to guard against using "over- exposed" youngsters. "In an age when credibility is so important, to use a child who has been assoda ed with another product is soft ground to tread said Mr. Gor- don. Why do parents put their offspring through the rigors of bright lights, constant orders and sometimes uncomfortable situations? They initially are attracted to the business "because of the glory of it said Mrs. Fisher. "They see children on tele- vision and they're dying to see their own there. "But once they start feeling the money involved, they want more and more." Children are paid the same union rates as for ar. eight-hour day of shoot- ing and residual payments of up to for unlimited use of the commercial for 13 weeks. Youngsters with proven abil- ity often can negotiate a higher salary. Mrs. Fisher's 12-year-old son Scott made about last year from commercials and other television work. -The Herald- Youth Wig costs man SAN ANTONIO, Tex. (AP) Air Force Sgt. Jerome Verdi has been given a bad conduct discharge for disoey- ing an order to stop wearing a wig which hid a Vietnam war wound. A Lackland Air Force Base court martial recently sen- tenced Verdi to the discharge, reduced his rank to basic air- man and fined him An appeal for Verdi, 29, a laboratory technician, is auto- matic. SALE STARTS JAN. 2nd. SPECIAL PRINTED TOWELS CROWN PRINCE BY "CALDWELL" COMFORTERS SPECTACULAR 12" 15" 19" DISH CLOTHS Luxurious Blend Blanket Firm Quality Pillow FLANNELETTE SHEET by Tex-Made 4.69. SALE BATH MAT LD SHOP COMPARE OUR PRICES ARE LOWER Working througn infancy This baby is on the job at an early age. Louise Beyer, administrative assistant to Wisconsin State Senator Carl Thompson of Stroughton, holds her six- week old child while taking notes at her desk. Baby Leah goes everywhere her mother goes around the capital, including crowded commitfee meetings. 'Jeunes Enterprises' teaches finance facts Edinburgh youths studying Canada in unique class LONDON Since October, 31 students at Edinburgh University have been learning basic facts about Canada in a new course that is unique in Europe. These students are the first to follow a course created by the Centre of Canadian Studies which itself has only just come into being. Its aim is to improve aca- demic knowledge of Canada in Britain. This first year's course in- cludes geography and geology of Canada within the univer- sity's general description of "the peopling of Canada, the territorial growth of Canada and the physical resources of Canada." It sprang from a survey of British universities carried out by the Canadian. High Commission in 1972 to find out what was being taught about Canada and whether there was any interest in more work being done in Canada. The answer was precious little being taught but quite a lot of interest in improving this state of affairs. Edinburgh University show- ed the greatest Canadian con- tent in terms of courses offered as well as having one of the most extensive groups of Canadian books and maps in Britain. Adding the. factor of the strong Scottish link with Can- ada's early settlement and educational and business development, discussions began about setting up a centre of Canadian studies and establishing a chair. To finance it, campaigns were launched to raise 000'from firms, organizations and individuals in Britain with interests in Canada while a similar campaign to raise a similar amount began among Canadian firms, organizations and individuals with interests in Britain. LEISTER'S MUSIC LTD. Campus Corner By GAIL COSTELLO Kate Andrews High School My memories of Kate Andrew's High School, 1974, are many when you consider I have been in attendance for a scant eighty days. To me, one of my most outstanding memories is that of the first day when I walked through those strange double doors. To all of us entering Grade Ten, KAHS was a huge, eerie building filled with lots of kids and teachers we didn't know. The confu- sion of trying to sort out our semesters only added to our already overflowing panic. Thank goodness that first day at KAHS lasted only a few short, or should I say endless, hours. As the days, weeks and months zoomed past KAHS did not seem quite so forbidding. Once a person got onto the schedule, it was easy to slip into the standard pattern everyone seemed to follow. Another fond memory is that of perching on hard bleachers in the freezing cold, watching my first football game. After every tackle, touchdown and field goal those tough guys would go out and fight courageously. But, for some goofy reason they never seemed to come out on top! Our school spirit never lack- ed even though our football scores could not be considered the best. This spirit I was extremely proud to be a part of. Then, before I knew it mid-term was upon me. That meant late night work and study, study, study. I even counted the periods down: one period over one exam over only three more to go. Finally all four exams were over and I could breathe easy for a few more months. Basketball season started as mid-term exams ended. Again the guys and girls who made the teams worked many hours on style and form, to get into shape for their upcoming games. All the games were as exciting to watch as, I'm sure, they were to participate in. So far, our basketball season has bounced off to a magnificent start. The new year looks very promising. Social activities such as dances and skating parties filled in the spare moments in 1974. These activities helped us all get ac- quainted with one another. All these fond memories will be looked and treasured in the back of my mind for many days to come. From all of us at Kate Andrews High School to all of you, "Happy New May it be a very prosperous one for all! MONTREAL (CP) Mon- treal high school students are proving" themselves to be shrewd businessmen in an educational program designed to give them a taste of the world of high finance. Under the program, Jeunes Entreprises (Young Busi- groups.of students sell shares, usually to friends or family, to form a company, which must be li- quidated at the end of the school year. In about 75 per cent of the cases, the small companies, usually producing han- dicrafts, have returned .a profit, said Jean-Pierre Gaumont, director of the program sponsored by private businesses. When a profit is realized, a dividend is paid to shareholders and remaining capital is often given to charities, such as health clinics, said Jean-Guy Besner, accounting teacher at St. Henri comprehensive, high school. In one case, a group of stu- dents realized a profit from an ice cream stand they had run for a year on a capital investment, said Mr. Gaumont. FEW GO BROKE The average profit was about Mr. Gaumont said in the last few years, only five per cent of the student companies failed and about 20 per cent broke even. The challenge of the program has captured the im- agination of 30 per cent of the students at participating high schools. A company is formed by at least 10 students who must sell between and in shares. Although Jeunes Entreprises officials are available for consultation they do not try to control the operations. Sometimes Jeunes Entre- prises will provide a student company with counselling specialists, who volunteer their time and ser- vices, said Mr. Gaumont. Mr. Besner said the program provides the students benefits other than just knowledge of the business world. Certain students who were discipline problems, he said, underwent remarkable tran- sformations after par- ticipating in the program. And such transformations are dividends reaped by the teachers. The federal government agreed to contribute a similar amount when the first two sums had been raised so that a trust fund could be set up. The money was raised with- out difficulty. The first meeting of a foun- dation for Canadian studies will be held in London in mid-December to organize distribution of the funds. Although financial provi- sion is being made for a per- manent lecturer in Canadian studies at the university, the main direction of the cen- tre will be provided by a visiting Canadian holder of the chair. It will be an annual ap- pointment for one year with rotation between major areas of Canadian studies, includ- ing history, economics, law, geography, the arts and poli- tical science. The holder will be of at least associate professor level and will be selected by the University of Edinburgh with help from the Canadian High Commission, Canadian government departments, the Association of Universities and Colleges of Canada and the board of- the foundation. There will be a three-year course in Canadian studies leading to a B.Sc. in the social Sciences. It is intended that Canadian studies will gradu- ally be included in courses of study for other degrees, such as the Bachelor of Arts, Mas- ter of Arts and Doctor of Philosophy. QUALITY DENTURE CLINIC EDDY DIETRICH Certified Dental Mechanic Capitol Furniture Bfdg. PHONE: 328-7684 Safety starts with your. eyes. For maximum protection insist on HARDEX or HARDLITE Lenses. Open till p.m. Monday to Saturday (Thursday till 9 p.m.) OPTICAL PRESCRIPTION CO. 308 7lh ST S lETHBRIDGt Phone 327 3609 ;