"Page 2 Toe Hara Thursday, April 26,1988.) 72°

d ally Jory

Published: every | weekday at 3010} Kalum Street,
‘Terrace, B.C. by ‘Sterling: : Publishers . ‘Ltd.
Authorized as second class ‘mall, Registration
‘Number 1201, Postage paid ine cash, return postage -
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: Terrace:
445-6357 :

a __ meetings ‘Wednesday. and executives warned shareholders
wo expect big operational ‘changes, aver ‘fhe next coupte: of
Yeare.:: |.

- cute in 1993 and 1984 :investment commitments, ’. bo!

* ‘ chee

65: * “prudent” new, inyestmient on oft and fas

development, ..

rte

- a: - "Daniel said at a newa coiiterence after > the meeting hat
: om ~ Publiaber ‘David Hamilton: -: new investment.in 1963 by Shell; Canada’s isiproen ee
t , ' “oll company In terms of anmual'sales, will be a ut $300
2: tte : a malllon, down from about $1 ‘billion last years
A ‘ee “| Nick Walton
iter-Phot : "Sports:
Staff We a ographer: Dor Schattor _

Keith: Alford ©

. Reception-Classified:
Carolyn Gibson

: NOTICE OF COPYRIGHT .

 . The Herald retains full, complete and sole. copyright

- inany advertisement produced and-or any éditorial -
‘or photographic content published tn. the Merald: .
Reproduction Is not permitted without the written
permission of the Publisher.

Eat SH p

— " VANCOUVER (cP) — Premier - Bill ‘Bennett ¥ Warns

. workers to be wary of the big orange machine of the New

Democratic Party in the ‘May 5 British Columbia election
campaign.

' And NDP Leader Dave Barrett remitids voters, that he's

Circulation:
Maria ‘Taylor

EO SP et be tet abe

., Ontario-when he takes on the Social. Credit party...

- But when it comes to the parties” election advertising,
that: high-powered -- political - machinery ‘seems - as
‘ wasophisti¢ated an a child’s wind-up toy in the: eyes of. a
‘Simon Fraser University professor. .

Gary Mauser, who has studied
the Socred and NDP television commericals are far. behind
the quality of Advertising of corporations marketing a new
product. ©

"The local politicians aren't rubes, but they aren't’ ter

| ° o_
E re: | to fi a and past president of the Canadian Aseoclation for: Apriled
. Social Research,

Mauser says the commercials polit out. the need ‘for
One of the Issues that got away In this election better marketing, polling and interpreting techniques:
- Ike that 100 pound salmon - Is Mills Memorial: -
Z Hosein While people in other parts of the 4 great deal of technical expertise has ‘gone. inte. the
z province are dying fo get Into thelr hospitals, | Social Credit ads and the intent is clear, but thelr execution
: Service In Terrace is one of the best and beds ...s flawed, saya Mauser,
are sometimes empty. ~ "He points to a Socred ad that shows a carpentiee sawing.

No-one Is waving flags about It, though. ‘One places off a plank, The background voice says why the: NDP
- would think that with all the negative vibes - is bad for business while ueven Pieces of ‘wood. tall: into a
7; being directed about Terrace these days people ~ pile of sawdust on the floor.” -
z-might like something a little positive. “That commercial lacks punch,” says Mauser, “Phe
: People even seem depressed about. this. . viauals should back up the content of the volce over’ In that

: tropical weather we are having. ‘The sun Isout, commercial the two have no conpectlon;” aoe

: the sky Is blue and everydne is worried about . Te be effective, says Mauser, commercial’s measage
= water restrictions and how they are going to ™usthe grasped eauily even by illiterates,

‘; keep the place from shriveling up this summer. depth not to bore frequent viewers,
: Then there’s the view that actually 90: per

- cent; of the town is’ getting government

2 ‘assistance. ‘The argument is that It fakes a lot

= of people paying taxes to keep one government.

Worker employed on top of all the money golng

Into Ul and welfare, So 10 par cent of Terrace Is

"working to feed the other 90 per cent, the

: argument goes.

Z Now, perhaps - just perhaps - when the media
e-Comes: to town to-do'e story:on-the community.’
“they” are going to get the ‘kind-of story ‘that.
Teflects the attitudes of the ee here. Even
‘when things are golng right: people seem:
depressed in this town. Are things that bad that
even good things are bad?

What Is really troubling this town Js polities.
People don't have the oppartunity to just be
people. Anything that eccurs In this town [s
etter” dumped on. by one aide ar the other. So
people afrald to be positive for fear the resto
the population will put political lables on tham. OTTAWA (CP) — Medical folklore is full of stortes of
Isn't It tlme we got back to basics and jet the ~ doctors getting rid of overbearing patients with no apparent
‘sun shine a iittle. Honest, no one will accuse | ™edical problems by giving them worthless ‘ugar pills to
you of being a communist if you like the take for their symptoms, - -

e
:

Fosearch 8 and intelligent Interpretation of opinion polls,

mays, but they lack the expertive to use properly the advice
they get. - .
Steve Velak, who ‘organized the Socred central midis
campaign, estimates ite Coat at $760,000. He says ideas are
_arived at By committed’ ari
‘people. Vilak‘dnd his ageticy, ‘Wear ns Ab ordldl
creén the final product: we

SMSAMEIN

is spending $450,000 on its campaign. Bech wrote mostof the
commercials himself and used a local agency, Griffiths
, ‘Glbson- Productions.

oa Tennent wen Hy AS IDI a SMD u

SAE ee 1

The symptoms mysteriously disappear, the doctor writes
weather we are ha ving "os ‘ofthe patient asa hypochondriac and turns his iteritiot to
other patients with “real” problems... Bg
Re a an Ss | am mM e sd As in most folklore, however, there in more than, a little
frat about the eects ofthese phoney or blank medications
- WASHINGTON (AP) — Senator Christopher Dodd, mown as placebos
= = lving ‘Democratic reply to President Reagan's Central Dr. Charles Gowdey, professor of pharnfacology and
- # America address before a joint session of Congress, called toxicology at the University of Western Ontario, says the
=the speech a “formula for fallure." . : “placebo effect” 1s often overlooked by doctors, i
. a But other key Democrats reacted more positively to _‘“The very word makes some physicians uncoitifortable,
, Reagan's call Wednesday for a bipartisan consensus on U.S — @d patients resent the implication that thelr sutton may
¢:2 dim Wright of Texas, the House of Representatives the Canadian Medical Association Journal, .-

= thlnority leader, warned against U.S, “self-righteoumess” “Still, placebos have been known to relieve anxiety,

in attempting to impose unrealistle standards on the depression, premenstrual tension and chronic headache, to
~ government of El Salvador, which has been criticized for prevent migralne attacks and to induce and tialntain sleep
human-rights abuses, _ - inpatients with insomnia,

& House Republican Leader Robert Michel of Ilinols eald “Coughs, the common cold, hay. twee and anthima have ”

{Reagan's speech may have succeeded in gaining more _ Fesponded to placebo treatinent."” |
i public backing for additional U.S. milltary aid.to El

Fa Salvador.

; z Senator Henry Jackson (D-Wash.) also anid he thought  dainst paln. Past studies suggest they help perhaps one ;
_ # the speech would help enhance support for Reagan’ spolicy. patient in three find reliet from any number of painful
& “I don't say he's going to get every dime and nickel (in'aid conditions.

h funds) — but he is certainly going to get what is necessary _Gowdey says doctars ‘may. question whether It's right to

= to do the job.” ; prescribe placebos for their patients, but they should. be

ze Dodd (Conn.) said in a televised response on behalf ofthe aware that even the doctor-patient relationship can produce
‘; Democratic party that “American dollars alone cannot buy 4 placebo effect.  -
= military victory” against leftist insurgents in El Salvador _ The personalities of the two parties, the ‘doctor's
= and elsewhere in Central America, ; expectations about.a drug to be used and the verbal and :
The Reagan administration’s policy, he sald, has non-verbal communteations Riven to the patient can all play
involved “ever-increasing” military assistance, endless . 4 role in the results...
‘military tralning, even hiriig our own paramilitary The article says even the physical characteriatics of a
 querrillas. This is a formula for failure.” ___,... placebo or an active drug can have an impact-on patients,
a . Alarge pill may Impress patents because of its aise, but a
: “The American people know thet we have been down this small pill may be assumed to be expecially potent.
=; toad before — and'that it only leads to a dark tunnel of © An injection !s considered more effective than in something
endless intervention,” said Dodd, a member of the Senate taken by mouth.
i: foreign relations committeg: t
Wright, the House’s No, 2 Democratte leader, said:
:; “Fundamentally I agree with the basic precepts set forth in
the speech,” 3

Ss Noting congressional demands that’ ‘the - Salvadoian ~
:Sovernment Improve its recafd on human‘ rights,- ‘Wright

= contended that “we have the responsibility, as well;-to

guard ourselves against the - ‘temptations Wo ealt-

g ZTighteousness. vo

- Representative Michael Barnes (D-Md. ’, chairman of the.
= = House foreign affaira western hemisphere subcommitise, a
z said: “I was very pleased by the general thrust and toneof —
= President Reagan's address."

: - “hope the effort that the president made tonight to reach |

out for a bipartisan consensus can continue," said Barnes,

t= who has been a critic of the administration’ | policy in

z g Celia America.

. Wright, Barnes and several other House ‘members voiced
their remarks in an unusual {thour floor session whieh
began shortly after Reagan’ B apeech.

Bh pills are sald to ben more effective as sedatives: than

pink ones, while green pills tend to relieve anxiety bette
than red or yellow ones.

ns The Herald welcomes: ‘its: _Feadérs
comments. All letters to the, editor: of
‘general public interest will be rinted. .. -
They should be submitted 48 ours “In
advance of desired publication.date. We

- do, however, retain the right to refuse to

‘print letters on grounds of Possible ilbel
or bad taste. We may also edit letters for

_ Style and length..- All letters’ to: be.
consitered for publication must . be
sig S Impossible fo print a-letter

submitted within 24 :

‘publication date. :

“mire: at Canada’s largest ‘companies ‘held 4 their annual . fear

Shell Canada Lid., battered by, recession and heavy:
interest payments, told shareholders it is making. -dratic

‘However, company. president. Willlam Danie). told hs
annual, \meeting In Toronto’ the company’ will fociiy ‘its

exploration’ ‘and
Inistorde buildings th ere, I

fighting big money and a slick organization imported from

political marketing, ays

« from it,” says Mauser, a business adminlstraitorr instructor ,

but have re enough a

A tall order, he says, but possible with the. vighit market ;

The Socréds have hired some ‘high-powered pollsters, ‘he :

Soren Bech, NDP campaign co-ordinator, says the party .

- toensure Skeena doesn't have a Grit tandidate to vote far.

_* between local party supporters. ‘'

; Split town politically - so perhaps all-this-is not ‘surprising.

‘depth, :
"For four-and-a-half years, Sher has been one of the best .
political reporters and interviewers in Terrace. Her insight a
will be misked ks this campaign draws to a close!

hours of desired ‘
* éomes:back, Besidés, her T can have: ‘a beer with. and ]
nator says’ ‘nuthin’. ;

|

anufacturer, said
production and: 0!

| Mabsey' plans :to maa fe
near the’ ‘Toronto -' t

the land could event it}
ube.

Toronto Planty. where , tractor taba; :

BOC. voters warned in ele tion

Both say there’ in heavy °émphasis...on: ‘television 7
“advertising, ‘with - decreasing ‘welght on. radio, Print. and ;

leaflet campaigns.

Mauser says the. NDP. are. : betier a at: execitilon than: the.”
Socreds, although thelr commercials amit appear. alightly a

- less ‘polished. -
. Hepoints, tp an adof.a type hé

Pepal, generation, “a It

flashes on a number of smilltig- ‘people’ who. are “busy.

_ working at a variety of jobs. In the: background, a chorus ‘is
singing: "You and me and the NDP," °: ..-

“The commercial doesn't delva ito party ‘policy or discuss |
any election Issues, but Mauser says that’s ‘not the purpose’

of 8 S0second television. spot. It ie“ supposed. ta ‘create’ a
mood, define an issue or stimulate intereat. -

". Bech says policy rT barely touched in-the NDP. inlevision
ads. Instead, the party printed 780,000
outline the central platform. . .

because their length allows more discussion of lssues. The
Socreds have eight of these 16-minute epots, the NDP alx,
and the Liberala one. .

Freeads on CBC radlo are divided in similar proportions.

As for ‘the rash of negative commerciale both parties -
produced early in the campaign (moat have ‘ now. been’.

replaced with more positive messages), Mauser says they
are fair gamein an election. © .

“In thecurrént political atmosphere whete there isa. ‘large
number of undecided voters ‘and voters who are disatiatied
with the party in power, It’s good strategy. for the NDP to
point, out Socred faults.

At the same time, most people yote on the basis. of who
‘they don't want in power, he sald, so “the Socreds have

tomething to galn by criticlzing the NDP, =”...

: Velak says negative messages in politicairkersercials.
have hecome acceptable; But he ndide: that the points chosen
have to-be defensible,

Boch said the NDP ads are nit pot hots ‘bat stack on :

the Socreds' record, |

He says he's not convinced lelevision ads are’ as
important in an election campaign ag they are made out to
be. They reinforce options already tield and may ‘away: a
small number of-pecple, Bech says.

‘Mauser says. television : ‘campaigns are basically
preaching to the converted, Their main purpose Is to keep
upthe ‘mpirita: of party workers Lua) “netivate- ‘Tatent

+ dispositions. ..

' He says an intense, big-budget advertising carapaign
_ might eway five per cent of undecided votera — and five per
cent in an election as close as this ane ts expected to be
could make all the difference. .

Doctors overlook placebos —

Understanding the placebo effect is of ‘special importance
to researchers who test the safety and effectiveness of the
host of new. druga coming on the market.

"Kaleidoscope
By Keith Alford

ti

As ‘the: provincial campalgn- rushes bw its “B-Day” ;
conclusion, ia there anything In Terrace that doean't have
political ramifications?

It would seam not,

‘Take just the last six days. ;

The new owner of the Skeana mili comes to fawn to
promota its opening, but spends half a press conference
attacking Frank Howard, He says lalar, “Joanne’s our
girl” while his business ‘companion poses for.a newspaper
photo refusing the owner's suggestion to. -Temove his.

: : " Monaghan button.
Placebos have been shown to he especially effective ~

Does anyone really ‘believe: thers ‘would have been as
‘many walkers in-the Peace March here . without .the
election? It looked like an NDP convention. Monaghan and

her workers were there for the speeches, but while Howard - :
and Fulton were marching, | noonesaw her along the parade

route,
The Libs are in such a mess they're giving diferent
stories to different media on who did what to whom in order

: While Waterland and the NEED’ necretariat argue over
the hold on that program, and political signs replace grass .

‘in front of many homes, . even bags and beer become hot" .

Diagnoses. wrong

political items.:
Since the current council has been elseted, ive hada beer
(or two) with'Chub Down, Alan. Soutar, Marguerite

_ Clarkson, David Gellately, Gordon Galbtaith and Helmut»
~ Glesbrecht.. Chub wanted an RCMP’ Investigation over the .

last one. The man may turn me into an alcoholic. Isn't that :

the definition of one who has to drink alone? i
BCTV does a riding profile. that'becomes the talk of t!

town and because of timing is turned Into a

This isa deeply, ‘seriously;. perhaps even  danigerousty ©
Tomorrow - marke:

A. personal note, thie end ‘of Sher

‘Morgan as producer and hést of CFTK radio! ‘i Profilebhow. © |
serious problem that

She goes on.vacation immediately and when she returns. :
takesover aa news director for the new FM station.”
“While the public may see various media as competitive, :

, reparters tend to see. them -as complementary. . The

electronic media brings you immediacy, “Print brings. you

But we inthe trade wish her every suecess when ‘she’

7 et sepat

pa | «|. Stan, an Ni

move. mares ee me of’
a wl be rend o mal abr aeqilaltion

, “fourth quarter: .

“About 600 of the’ ‘1 400 0 explayela aie tayot fom, the Ls

Btoyhuree which
Free-time appearances on the CBC are rm exception,

. Rot convinced that living after death

or United churches.

- Church of Christ in Edmonton,

_ detecting the

Chairman Robert Banden sald atthe n anfiual meeting the

_ comipany wants to complete a significant  acgulaltion, in the
ark ‘and: perhaps a life company:in Canada. ©

ot wn; one of: ‘Canada’: ‘largest. inguranee
- He od Peretti to buy a'US. life insure thal would
complement the company’s current mix of lite ‘ingurance
» products.-U.S. operations now account for abit 0 per cent -
~ of Crown's life insurance business.
"In the next few months, Crown will be- cottipeting the
-teorganization and restructuring program implemented by
~ Bandeea after he took over the company Jas summer.
4 key move was'the petting'up of Crown (Financia
“Services. Inc., the holding. company. that "4s a” handie
acquisitions in the financial services sector, to “.
In’another development Wednesday, Ford Motor Co. of
Canada recorded another loss in the first quarter, "but the
defieit was. a vast ‘Improvement over. the aang pertod in

"Ford Canada reported. a $9.4 milllon Joga on iniea of $5
billion in the three months ended March 31, compared with
a loss of 42,7 million on almost identical sales in the 1982
period. Per-share figures for the quarter: ‘were $1.13, .
mpared with $5.15 last year.

"The moat recent loss continued a string of bid finnricial
newa for the Oakville, Ont., multinational. Since 1979, when
it eared a slight profit, the automaker has lost $279 million
and seen both General Motors Canada and Chrysler Canada

. take more of its market share.

In other business developments Wednesday: .

— Air Canada. announced it may have to lay. ‘off 420
workers Sept. 1 because of economic conditions, Airline
ofttelale confirmed that 120 mechanics in Witinipeg and as

: fiany as. $00 flight attendants throughout the ayatem are
. affected:.

- == ‘Stock markets around the world riported heavy
irading in the wake of a record-breaking rally in New York
and much of Tuesday's gains were wiped out, The Toronto
Stock Exchange managed to hang on to a amalt fais’ while
Wall Street lost ground. °°.

— Finance Minister Mare Lalonde’ sald ‘Well ‘Street

analysts have favorably recelved Canada’é new: budget,
After ‘a day-long series of meetings with financial analysts
and ofl company executives, Lalonde said the teactlon to
last. week's budget was. “extremely poaltive, and very
encouraging. ”

~ Death revised.

EDMONTON (CP) — Vislons of eternal iife in heaven or

. of sufering the flery despair of hell no longer lake priority

with people when they think of death, says Reginald Bibby,
a University of Lethbridge sociologist.

"Moat people say they don't know (what. will happen to
them) or say they'll simply stop existing — that's hardly the
view of ddath as reflected by Chrisilanity,” sald Bibby,
author. of a study on Canadians’ beliefs in the hereafiér.

“Bibby released’ a report’ iti! viayth) “Galle 'Deati ind
Beyond: A. Canadlai: Profile! He ual  utghe: yéata’ of

‘research coupled with national surveys in 1078 and 1981
fomd that although 70 per cent of respondents believe in’ -
“something after death,” they: are only marginally
influenced by Christian teachings.
" “It aeems that historically, Christians have viewed death
with hope. Now, only one in five arehopeful.”

However, Bibby found that 40 per cent of Canadians
surveyed belleve it is possible to communicate with the
dead in one manner or another, Only one in three denied the
possibility. ;

There has been a steady decline in, the number of 'peaple
turning away from Christlanity “with an Incraase .in
scientific bellefs ‘auch as extra-sensory Perception, |
astrology, mental telepathy (and) premonition.”

Earle Waugh, associate professor of theology .at the
University of Alberta, aaid in-an Interview some people are

ip the best route to
immortality.

“Many people are beginning fo feel that what will happen,

to them after they dle is multidimensional “— maybe
, Christian teachings are too aimplistic,”’
“in his report, Bibby said that of the people surveyed who
had no idea what will happen to them after death, 80 per
‘gent wera members of eliher the ‘Roman Catholic, Angllean
Onein three were tegular churehgoers,
In response to the idea of death, Bibby discoverd
Canadians experience five dominant reactions: myatery,
sorrow, fear, hope or a feeling of “nothing in particular. ”
"Bibby believes that moat Canadians; even those active in
churches, aré insure about thelr personal destinieg,
“It seems Christianity is not informing people of ifs atten
death, "he said, .
Herb Anderson, an elder at the hon-tenomitatlonal

sald that life after déath as

depicted in the Bible is written off by many denominations

a6 a non-truth,
“It people aren't perauaded ti bielleve in Chriat ig; dia, :
thert's not mh hope they. will believe in a life ata ony .
eo," hesald. =.

“Our whole economy is based. ‘on mate iybut
spirituality is a reversal of that, Buy now ~ ~ Pay, late; as
oppnged to pay now — receive later,” / Uk 8

ye

“BOSTON (Reuter) _ Doctors wrongly diagnose idisbase
in nearly’ @ quarter of patients who ‘dle. is hoxpitals,
according to a’ “study: reported ‘Wednesday’” ‘tn. Ane: New
England. Journal Of Medicing, ;

‘Theatudy, based on 300 hospital posts morteria. and. done

be to show autopsies are still valuab) in
politea!‘issup ee ¢ in helping doctors learn

1: iitir-mistakes,-alio folind doctors ‘may be mlssing
Aorta dlisoases because they are over-relyiiig on

antl his collipics
Heir | post-mortems uncovered a ~
“If known before death might have led
to a change in therapy and prolonged.survival."” °":'
In another ‘12 per cent of the cages, researchera found
another itaportant probtem doctora missed. In these cises,

Problem ‘before death would. not. have
prevented He ;

The group said the number of autopates dei js json
the decrease, mainly because tio one is ns hokptais

to conduct them, they aré not required for'secreditation,
they take time and “the fear of’ malpractice litigation: thay

” “diminish enthusiasm about expoalng any mistakes.” aan

1