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Show 0 i ni litljnnyi l11 f iryiyiyByi DESERFT NEWS, 'Consumerism': A New Area Of Public Concern The housewlfe'i routine ihop-pin- g (Eflltor'g Not Mi become to complicated that he can no longer tpend on th old maxim, "Let th buyer r exult, th nexi big trend In marketbewere " A ing may bo etrlct regulation to protect the consumer end e new ettiude on the part of business melt This I, the prediction of E. B Weiss, a veteran man, vice president marketing end director of special merchand sing at Dcyie Dane Bernbach, Inc , end e weekly columnist In Advertising Aae He Is considered one of the country's leading s His management science report Is adapted by permission from Harvard Business Review). A free economy depends o.i rational consumer choice. If consumers cannot choose wisely, if they regularly reach their decisions in a slate of wonder and perplexity, if they make their ehuices on the basis of meaningless and irrelevant claims, a free economy suffers. There is a tendency in marketing to use the words honest legal and interchangeably. When the marketing executive says that most marketing programs are honest, what he really means is that most marketing programs operate within the law. His tendency is to ash, Is it legal? If the answer is affirmative, then he piesnmes he has demonstrated his responsibility to society. By E. B. WEISS In 1962 President John F. Kennedy the consumers proclaimed Magna Carta: The The The The rlgt t right right right to to to to safety. be informed. choose. be heard. rights symbolized These four and heralded consumerism. They became the basis for auto and bre safety legislation, the This attitude may have sufficed in a previous age, but a more sophisticated society, especially the younger and better educated segments, is now beginning to say, That is not a modern concept ot social responsibility. bill, and regulations. And they will spawn six to 10 additional consumer bills over the next truth-in-cred- several years. In 1962 Industry tended to shrug off consumerism as a political gambit that would soon It saying that marketing must observe standards of morality and good taste. It is even saying that the business and specifically community definitely has a legal obligation to protect the user It wants to hold the manufacturer accountable for harm to the careless, as well as the careful, user. At the very top management level, consumerism is tending to be accepted as part of the new dimensions of corporate social responsibility. n, ernments. The Chinese say the buyer needs a thousand eyes the seller but one. Consumerism now says the SELLER needs a thousand eyes the buyer but one. The buyer will never be protected to that degree, but he will need fewer than 1,000 eyes in the future. Years ago, when the employer became legally responsible for reasonable diligence in providing safe working conditions for his employes and when workmens compensation laws emerged, both the incidence and the severity of injuries were sharply reduced. Is it unreasonable to conclude that new legal concepts of the seller's responsibilities and liabilities could accomplish similar results for the buying public? But the market is argues the marketing man, because the shopper is sovereign. This is true in the legalistic and it may check with sense, perhaps the precepts of classical economics. But to the U.S. public of today it sounds more and more like pure- poppycock. Technology is spawning such a torrent of new products that it is difficult for the trade, much less consumers, to keep Informed. Should shoppers be expected to is AGAINST HIS OWN CARELESSNESS. fizzle out. Now, Washington Is liter a 1 1 y racing toward additional consumerism legregila-tioislation, and organization. State governments are doing the same thing, and so are many city gov- the price higher, or the box smaller? Eveiy day the American consumer must moke snap judgments on quality, quantity and cost. "Buyers' rights" have become a concern of government. Is be able to differentiate betwwn a latex foam mattress and a urethane foam mattress? How many consumers can be expected to understand the difference between a transistorized and a solid-stat- e radio or TV? The consumer cannot be chemist, mechanic, electrician, nutritionist, and a walking computer (very necessary when shopping for fractionated-ounc- food e packages) ! Faced with almost infinite product differentiation (plus contrived product virtues that are purely semantic), considerable price differentiation, the added complexities of trading stamps, the subtleties of cents-of- f deals, and other complications, the shopper is expected to choose wisely under circumstances that baffle professional buyers. His jcb is not made easier by the fact that prices tend NOT to be uniform in different stores even of the same food chain, and may vaiv daily. Moreover, if he is like most of us, he has to decide in a hurry. According to a survey by Du Pont, the average supermarket shopper on an average visit bought 13.7 items in 27 minutes, so, a list of 14 items was drawn up for a California test. These were all common staple packaged products and foods and household necessities the supermarket selected ottered a total of 246 possible choices. Five housewives were picked, each with some college training and considerable family marketing experience. Instructions were simple: to make their selections solely on the basis of (quantity and cost i.e., get the most possible for their money. Each of the women was given $10 and sent into the supermarket to buy the 14 items. They were clocked. Only one finished in less time than the Du Pont average of 27 minutes. She completed her shopping in 25. The other four took 35, 40, 55, and 60 minutes, respectively. How did they fare? All succeeded in picking the lowest-pricepackage of one item, cheddar cheese. But that was their only triumph. In the case of two of the 14 products, all were baffled by the maze of prices and package sizes. For instance, there were 14 different packages of white rice; not one was a package. The same was true of six different packages of salt, which ran a confusing range ounce to 5 pounds. Toilet tisfrom sue was packaged in rolls of 650, 800, and some single-ply- , some 1,000 sheets double-ply- . Of the 10 cans of tuna in f stock, none was one pound or pound; seven were in fractional ounces. d one-pou- 4-- one-hal- educaPossessing tions, and spending more than the average amount of time, the five housewives as a group succeeded 36 times and failed 34 times to pick the most economical items. Thus, it is apparent that the shopand understandably so. per is dazed Beyond question, the emerging ethics are challenging business orthodoxy," said A. N. McFarlane, chairman of the board of Corn Products Co., recently. What concerns me is how the business communily may respond to these ethical changes. It would be a grave error to view them only as a threat, as something to resist. As 1 see it, they are an expression of public thinking which we attack or disregard only as great peril . . . We have to decide whether, in the marketplace for ideas, we will allow ourselves to become alienated from the mainstream of public thought . . ." Pillsburys president, Robert J. Keith, has observed that consumer protection has moved well beyond such basic considerations as sanitation and honest reprconsumer The modern esentation. accepts these as minimum commitments from a food manufacturer, and now judges us by the more complex standard of quality in our products and the way we talk about them," he said. Arjay Miller, former president of Ford Motor Co., puts it this way: The corporation must go beyond its traditional role of business enterprise and seek to anticipate, rather than simply react to, social needs or problems." SKYWATCHER Arthritics: Beware Of That 'Wonder Cure THE MEDICAL PULSE By STEVE HALE Deseret Ncws Medical Writer Arthritis is like the common cold in one way. Nobody knows how to cure it. This inflamma- for It aches. Sometimes surgery will correct the problem. Sometimes medicine will bring relief. Too often, though, an arthritis sufferer sees his joints progressively stiffening, the pain increasing, and he wants to do something about it besides taking an aspirin. Whenever theres a situation like this YOUR HEALTH long periods. Here's how: Cortisone is produced naturally in the human body by the adrenal glands. It is one of the most potent agents known. But when taken In pill form, it can have devastating side effects. When cortisone is taken daily in large amounts, it causes a persons adrenal glands to get lazy. They stop making cortisone. If an arthritis sufferer took large amounts of cortisone for an extended period, then underwent surgery or suffered an injury or infection, he could be in deep trouble. Adrenal insufficiency could kill him. But that isnt the only side effect" of long-terlarge-dos- e cortisone gulping. That drug can cause a moon face, easy bruising, high blood pressure, ulcers, bone deterioration, mental problems and it can arouse sleeping diabetes mellitus. So medical doctors tisone sparingly. Unfortunately, Dear Dr. Molner: Is psoriasis contaHow does it start in the first place? Is there any cure or treatment for it? --M.A.G. gious? Answer: It is not contagious, but no one has yet been able to discover what causes it. And thats why it has been j to find a cure. v bl I do not mean that it is never cured. (And sometimes it goes away spontaneously, and again we dont know why.) Sometimes one treatment works and another wont. Sometimps no treatment succeeds. My advice to most people with psoriasis, unless the case Is extremely annoying and worth the expense of trying different treatments, is to have your doctor prescribe an ointment that will soften the skin fend prevent itching and scaling, and then be satisfied with comfort instead of cure. After all, except for the itch and the pppearcnce, psoriasis isnt a dangerous ailment. Dear Dr. Molner: Can plastic surgery "moon-face- " condition correct the use of coitlbone? Answer: Plastic surgery wont help, but now that jou are off the medication the puffinpug should subside eventually. How to get rid of leg ciamps ono foot pa ins? The answer may be simple. Write to Dr Molner to P O. Box 1257, Salt of the Deseret News tjre Lake City, Utah WHO, for a copy of the booklet, How To Stop Leg Foot Pain:' enand Cramps dowing a loro stamped envelope and 35 cenla In coin to covet cost of printing and handling. Girls, especially school gills, are great natural dancers! And the troupe of 42 members of the University Childrens Dance Theatre that its famed director, Virginia Tanner, presented in both a homecoming" and a benefit scholarship program last Sat-- u r d a y quickly showed why it is consideied one of the nation's best. It is a troupe of great natural dancers. Founded 19 years ago as a unit of the old McCune School of Music, Art, and Dance by Miss Tanner, the Childrens Dance Theatre later spent a couple of years in a studio above a North Temple bowling alley after the McCune School closed and before it was given a permanent home on the campus of the University of Utah by Pres, (now emeritus) A. Ray Olpin, It is now given enthusiastic support by Preg. James Fletcher, whose daughter, Missie, is a member of the Young Children" group. The Children's Dance Theatre has been featured In performances and workshops from Jacobs Pillow, Lee, Mass., to the College of Dance at University of to performances In New Connecticut, Yorks Waldorf Astoria Hotel, and the New York Worlds Fair, to the Seattle Worlds Fair, to two national conferences of childrens dance teachers in Bellingham, Washington, to tliree University of i generally use cor- quacks" are not so Of Great Natural Dancers By HAROLD LUNDSTROM Deseret News Music Editor For Psoriasis h There is a drug which seemingly produces a cure for arthritis. Its cortisone. But theres a problem, according to Dr. John Ward, head of the Department of Preventive Medicine, University of Utah College of Medicine. He explained it this way: disArthritis is not a ease. But the use of cortisone in its treatment can produce situations that threaten the life of a person who takes it for A Troupe No Simple Cure by extended quackery. agony. limbs. caused opening If somebody, even dangles the hope for a cure its tempting to a person whose closest associate is tory disease of the joints called rheumatoid arthritis attacks the lining of the tendon, bona or joint, spreads, and can immobilize or impair movement of -- W.S. and medical science cannot yet offer a cure, ii presents a beautiful judicious, and medics try to warn arthritics away from them. But the thought of relief from the painful, debilitating effects of arthritis is a real siren song to sufferers of this disease. So many of them go to the quacks and take cortisone or derivative drugs. Some arthritics even travel to other countries to receive quack treatments. Theres another aspect of arthritis that helps quackery Immensely. Suddenly, dramatically and blessedly, the symptoms of arthritis can disappear. The sufferer no longer hurts. Medical doctors cannot explain why. But when these mysterious remissions occur, the patient Is quick to give credit to whatever treatment he may be experimenting with at the time. So many cures receive testimonials from arthritics and other arthritics vainly try those "cures. What, then, can arthritics do to avoid wasting money and possibly trigger a much more serious condition? They can see a medical doctor. He won't kid them. MUSICAL WHIRL Southern Californias summer campus programs at Idylwild, to the LDS Church College in Hawaii for the past two summers. The program in Kingsbury Hall Satur-da- y evening included the items that the company of 42 dancers, ages 12 to 17, presented in a dozen and more concerts throughout the Hawaiian Islands. It was a program rewarded with an unusually large and enthusiastic audience of parents, fellow dancers, and othprs proud of Miss Tanner and hpr dancers accomplishments.' Unselfconsciousness can usually be counted on to be the formidable weapon in the Childrens Dance Theatres armory of charm. But for one reason or nine, ur.selfconsclousness deserted a few of the dancers, and the precision that I had observed at a dress rehearsal a couple of nights earlier didnt come off quite as excitingly. Too aware, perhaps, that they were dancing for their kith and kin, as well as their own fellow studio peers, a couple of the dancers even had some difficulty maintaining their balances almost every time they came on stage. It is a pity, I know, to be so carping about such obviously likeable people and such pretty girls as well. Fortunately, in the many performthat I have seen through many years, I thought that the peiformanee of Water Study, choreographed by Doris Humphrey, excelled any dancing that the Children's Dance Theatre nas ever done. It not only disclosed the fresh and innocent fragility for which these dancers are hailed, but also it was a deeply con- ances vlncing statement of the restless suiglng of the surf. Other particularly impressive items in the program of perfect length was the fun of Kay Darks Childrens Dane, the excitement of Fire in the Things of Nature, the preciseness of the Net Dance in Miss Tarmers Japanese and the artistry of the Three Suite, Kings in the companys and Miss Tanner's newest work, Nuestra Navidad, a suite of unpretentious charm. The and talented new music director of the Childrens Dance Theatre, James Prlgmore, furnished delightful original piano music for 'hose portions of the program not on tape. The lighting was well done, and the costumes were simple, colorful, effective. hard-workin- g The Utah State Chamber of Commerce and the Utah Travel Council have a wonderful asset in the Childrens Dance Theatre, I think, that they have yet to exploit fully. BOISE Shlrl Swenson, public rela- tions director of the Utah Symphony Orchestra, just telephoned that in the Capitol High Auditorium audience Saturday evening wa3 the business manager of the Modesto Symphony, who had flown from California to hear the concert and determine if Modesto sh'.id sponsor the Utah Symphony and Maurice Abravanel m one or more concerts. Near the end of the performance of Beethoven's Symphony No. 3, he handed Shirl a note: That fellow who wrote in Fortune Magazine that you are in 12th place in the nation cant coi'nt. Ive heard them all, and only three of them are near-capacit- y better!" About Galactic Star Clusters By HANSEN PLANETARIUM SAFF Peering upward on a clear, dark night about 2,500 stars are visible at any particular moment In addition to these stars, a hazy band of light meandering across the sky marks the position of the Milky Way galaxy, an island universe of ever 100 billion stars. The stars in this main branch of the galaxy are much too far away, however, to be seen as Individuals. Large telescopes are required for this purpose. But our sun, and the stars of the galaxy that are closest to the sun, can be seen as individuals. These are the 2,500 stars of the Milky Way that we see shining above us. Closer inspection of these stars reveals that over 50 per cent of them are douhle or multiple star systems consisting of two or more stars in motion about each other. In addition to the multiple stars, other great aggregations of suns or stars appear in further distant space. These clusters" of stars can be divided Into two main groups : the open or galactic clusters and the globular clusters. We will discuss the globular dusters next J 17 14, 1968 ctm man jongs Never Had A Lesson In His Life B HARRY JONES It was quite a court scene down at the Metro Hall of Justice the other day... a forerunner possible of dungs to comet And the trial lawyer's lot may be a little harder as a result . . . witnesses becoming f jfessionnls. Without going into much detail, the case involved a fellow charged with belting a kid. Exhibit A being an eye in full color. Four of the witnesses for the prosecutor were young lads in the neighborhood. That's a good neighborhood! They were called as a group to be sworn. And while other witnesses appeared like nervous Nellies, the boys were calmer than an angry sea after the Lord had spoken. In fact, they more at seemed home than some of the court staff. The boys raised their right hands and said their T dos without any prompting. They even knev all about the exclusion bit. That is where the other three are kept out of the court room while one testifies. Judge Melvin H. Morris explained to the boys that the exclusion law was from Old Testament times. Never hearing of this before, I perused the Good Book, especially Moses law. The nearest I came was a law that there had to be two witnesses. There was a lot of rock throwing and other things, but nothing I rould find about the exclusion law. The first boy was called and he walked to the witness stand confidently like he had done it every day of his life. He answered tiie questions directly and without hesitation. The second was like the first, but on one question, he checked the judge to see if he had to answer. He thought the question was irrelevant, but he answered when the other attorney didnt jump up and object. The third was as unshaken as the others, so the prosecutor rested his case. The witness then turned to the Judge, but the ,'an on the bench was just as fast. He called the prosecutor to the bench and after a whispering moment, the fourth witness was called. These four little hams didnt want any member of the group missing his big chance. It was routine questioning for just a couple of minutes. But the fourth boy was just as at home on the witness stand as the other three boys before him. After court, one of the newspapermen covering the case asked the four boys where they had learned so much about law and courtroom procedure . . . how they kept their cool? Nope, neys. their fathers were not attor- They had learned all about court from watching Perry Mason on television! Wit's End: week. The galactic clusters are not enlarged multiple star systems; tney are, rather, distinct units of the Milky Way system. In most cases the open clusters conof several hundred to several thousand stars, loosely packed and traveling through space together in the same direction. sist The warning on the packages to cigarette smokers doesnt seem to be filtering through. uiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiililiiiliiiilitiiiiilliiiilillllllllllllilllll BIG TALK Of the 400 or so galactic clusters known, most are quite far away. In fact, only one is closer than 1,000 light years (light travels about 6 trillion miles in one year). It is the Hyades cluster in the constellation of Taurus the Bull. This cluster is only 130 light years distant although that is still a long way. Other moving groups of stars include five stars of the Big Dipper as well as the bright stars. Sirius and Deneb. Actually, our sun is in the middle of this group although not a part of it. n Besides the Hyades, another open cluster, the Pleiades or Seven Sisters becomes visible to the unaided eye in the late fall evenings, appearing in the constellation of Taurus the Bull near the position of the Hyades. Still others can best be seen in fall with just a small pair of binoculars, including the magnificent double cluster in the constellation of Perseus. well-know- Besides the open clusters, there are many other unusual objects that are unique members of the Milky Way galaxy. In the coming weeks, we will investigate them further. Hava an astronomical question? Send It to "The Skvwatcher," care of the Oe$Bret News, P 0. Box 1257, Salt Lake City, Utah, MHO if your question is used In his column, you will rece1 e two free tickets to the star program ot the Hansen Planetarium. I V A October Monday, i "Is it true there's a movie about Curtis LeMay's plan to bring peace to Vietnam? It's called 'Boom!'" From photos token by Lionel V McNeely tor it Deseret News popular daily Baby Birthday feetot, |