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JULY 23
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JULY 24
.AUG. 25
K?vn-4-5V53l
-70-72
AUG. 21
serf. 22
-By CLAY X. POLLAN-
According to the 5r.
To develop message for Friday,
read words corresponding to numbers
of your Zodiac birth sign.
1 Contact 31 Aw 41 Oui
2 Good 32You 2Conuia
3 You 33CouW- 63 Day
4Ev 34 Romance - 64 For
SWellWm 35Yo. 5Sotvwi
rwanm 36 Ma 66 Add
37 Som o' kbojwo
38 B 68 Retrench
39Ho 69 Mood
40 A . 70 False
41 A 71 Some
42A 72Todoy
43Wid - 73Prene
44 Important . 74 Fine .
45 May 75 In
46 Preble 76 The
47 Get 77 Piutilew
48 Friend- - 78 Decision
49 Be 79 Person
SOPatient SO Influential
51 May 81 Persons
52 Influential 82 Strange
53 In 83 Hit
54 Be -;, 84 To
55Be 85Tan9enl
56 Of S6 Indicated
57 Cote 87 Money-wwa
58 O igPorodo
54 Ideal WMoke
60 Sane 90 Now
5T.23
OCT. 23 &Lo
o-it-iJ-aMTl
b9-434MlMI
7Vrno
8 Time
9 You
WCan
11 Is
12
13 Don't
14 Beyond
15 Hero
16 Spend
17 Oi
18A
19 0xmoe
20 To
21 To
22 May
23 rmpufee
24 To
25 Your
26 fcfltertoee
27 Economize
28 Con -
29 Deal
30Contml
OCT. 24
MOV. 22
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tl 5-357
OContml eOSosne 90Now
Goad Ae QltS&l
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nov. a
DEC 22
DEC. 21
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LIAR 21
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MAiarS
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BB-6042-OI
Higher Education
Lowers Resistance
To Ad Suggestion
MAIL TRIBUNE, MeoW, Or. C
Thursday, Oct. 22, 1M I
Men Expand
New York - (DP? - The high-
a person's edrcation, the
lower his resistance to the
pcwer of advertising sugges?
tion, a survey of the impact of
Madison Avenue on the con
sumer shows. . . '
After he buys the product
advertised.i however, the- col
lege graduate is more likely
to be dissatisfied with it and
ant his money back, than the
consumer with a high school
education, pollsters discover-
.The survey, sponsored by
Red Book magazine, came up
'ith several surprises, includ
ing reactions to television
commercials. According to an
analysis of the data collected,
nly 2 per cent of the view
trig and listening public be
lieved it would enjoy TV and
radio more without any com
mercials. Three per cent thought pro
gramming would deteriorate
without sponsors to foot the
bill. , '.
i leading Studied
How closely consumers read
ads also was studied in the
jjoll, conducted for Redbook
by the Gallup Organization,
Inc.
? In questioning a cross-sec-on
of American consumers,
pollsters found that .fewer
than 1 out of 5 of the 1,618
persons interviewed cou Id
lentify three well - known
products by reading their slo
gans.. Thirty per cent could
Identity two of the three and
19 per cent only one. '
i The slogans were: "A think
ing magi's filter, a smoking
man's taste," "Cleans your
reath while it cleans your
teeth," and "the beer that
iade Milwaukee famous."
: A fourth slogan - "summer
weight, winter strength" -was
included. The poll takers
a man ituB as a "trap" for
interviewers. Only 8 per cent
claimed to know the product
it Advertised. The other 92
per cent admitted they honest
ly did not know! . ,
latitudes Measured
The Gallup-Redbook study
Was conducted to measure at
itydes concerning the role of
advertising in the daily lives
of civilians over 18 years of
' age and in the nation's econ-
rffyA r-.'.'j ' . " V: , i
Hereoare some of the things
the survey disclosed:"
I -Seventy -five per cent of
the consuming public likes ad
vertising and 65 per cent say
life would be "more difficult"
if ads suddenly vanished.
-The most favorable atti
tudes toward advertising are
held not only by those with
the most education but also
with the highest economic and
social standards.
Advertising is most popu
lar among persons 18 to 44
years old;.
-Persons who like advertis
ing' believe it makes life eas
ier, creates sales that stimu
late the economy and stimu
lates preferences for adver
tised products.
: ..-The main reason given for
favorable attitudes toward
ads is that they provide in
formation about the - avail
ability, quality, price . and
brand of products in the eas
iest possible way. '
Beliefs Contradicted
Persons associated with the
survey said these, findings di
rectly contradict beliefs of
some psychologists and social
scientists, who hold that more
education creates higher re
sistance to advertising . sug
gestion. ' -
While 75 oer cent of all
professional and business
people and . 79 per cent of
white collar workers were
found to like advertising, only
US ner cent of the farm group
questioned approved of ads,
the poll snowea.
It also determined xnai
when, mn fronted with a
choice between an advertised
product and one that has not
wn advertised. 76 per cent
of all consumers would choose
the one that they had heard
or read about.
Ileuberger Raps
'No Hew Starts'
Baker - (WD - Deep freeze
treatment in development of
water resources in the West
is a result of the "no new
starts' policy of the Eisen
hower administration, Sen.
Richard Neuberger (D-Ore.)
ArAiTtA in' a sneech here. .
! He criticized the administra
tion for f ailure to propose tne
authorization of a "single fed
eral dam in the Columbia
River; basin during the. past
six years.'.'
Neuberger '. said Russia is
rushing to complete three
ing
As Women Said
Growing Slimmer
New York - (Science Serv
ices-Women are more slender
than their mothers of a gen
eration ago while men are be
coming heavier than their fa
thers, it was reported here today.
This is one of the signifi
cant findings of 'the largest
statistical investigation un
dertaken in the health field,
published today by the So
ciety of Actuaries under the
title "1959 Build and Blood
Pressure Study."
The last study of 30 years
ago has. served as the measur
ing stick for weighing tables
m doctors offices and on
scales. This latest studv will
soon change these "average"
weights.
Fire Pounds Less '
It has been found that the
weights of -women in their
20's average at least five
pounds less than three or four
decades ago. In fact, women
of all ages now tip the scales
several oounds lower. This is
partly due to lighter clothing
but' reflects mainly- the estab
lished vogue of slenderness
that has outmoded Lillian
Russell as the ideal figure.
In contrast, the average
weights of short and medium
men in their 20s and 30s are
now about five pounds higher.
Th increase in men's weights
at other ages and also for tall
men has been generally
smaller. Although the propor
tion of overweight nas cnang
ed little over the years . in
both sexes, the proportion of
mpn whn are underweight has
diminished, while the propor
tion of underweight women
has increased appreciably.
Leu Serious Condition
The actuaries' study reveals
that marked underweight is
now a much less serious con
dition than in the past, but
the. excess mortality associat
ed with overweight remains
as high.
For instance, men witn
wpieht 20 rounds above av
erage incur a penalty of about
m nr pent lusher mortality.
Those weighing 25 pounds
above average are subject to
25 per cent excess mortality,
uhilo weights of 50 oounds
avpra are associated with
an excess mortality of up to
50 per cent or . even 75 per
cent.
. Women were . found to be
able to stand added weight
better than men. The study
also showed that weight re
duction pays. Those who were
overweight when insurea, dux
were later given standard in
surance because of sustained
weight reduction, showed an
immediate benefit of normal
mortality, which continued
for at least ten years.
The study also snowea xnai
even a small rise m piooa
pressure may signal potential
danger. Here again,, women
found better able . to
withstand high blood pressure
than man.
NATIVES, POLICE CLASH
Leopoldville, Belgian Con
go -(UPD- An African was kill
ed and three others wounded
in a clash with gendarmes at
Kigali in the Ruanda Trustee
ship Territory, according to
reports here today. . " -.
dams as large or larger than
Grand Coulee, "heretofore the
world's largest power pro
ducer." ;
Safari
as I can
tell, Snider's
is the
best milk
you can
find.
SntiDdl(Kir9s
WHEREVER GOOD FOOD IS SOLD!
SILVER DOLLAR
STAMPS ,
SILVER DOLLAR
STAMPS
SILVER DOLLAR
STAMPS
Happy Hostess
CHOCOLATE
COVERED CHERRIES
"la.'. D I-' -rr i
it 5 rumpiun rie i ime
LOW'S
DOXSEE
CLAM
COVERED jfy'' VV
CHERRIES LAr
J Big 13-oz.Box CtftMOdX
fc.-fey VATHoK one can makes Ea can serves
'
l
Makes a Real Nourishing
Breakfast for
Cold Mornings!
ALESEIft'S
dDATS
42-oz.
Regular
or Quick
Holiday
Margarine
One Pound
Colored Quarters
o Hl-C Orangey
DRINK rO)
cans
"Lion Brand" JZT Seedless Raisins
M.J.B. Coffee
Being Served
This SATURDAY
with
Morning Fresh Donuts
ill?
M.J.B. COFFEE
Regular or Drip Grind
ONE POUND 65c
TWO POUNDS
6 oz. INSTANT
M.J.B.-Only
99c
FRY
(No Chemicals Added)
3 to 3'2 lb. Average
. j - - j . . - -
Get entry blanks at Meat Counter
WIN A FORD FALCON in
Oregon Fresher-Fryer Contest. ,
I 3 lb. Canned
l PICNIC
Oregon Grown
5!2-lb. Average
lf ffiP' rrl
24 Pound
Variety Meat Plan
Steak
Ham
Chicken
Roast
Gr. Beef
4
Locker Beef Vz HOG
Klamath Fed
Cut and
Wrapped
Good and
Choice
Wrapped
OK Markers Garden Fresh Produce
O Begas
O Turnips
O Parsnips
No. 1
Klamath
POTATO
10-lb. Bag
Cabbage
Crisp; Erf
Healthy JJ) lb-
Newtown Apples
Cauliflower
23
Large
White
Head
EVOarEcet
I OPEN TILL J
V MIDNIGHT
7 DAYS A WEEK
k SILVER DOLLAR A
CV S TRADING r )
1202 NORTH RIVERSIDE
SILVER DOLLAR
STAMPS
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SILVER DOLLAR
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