ay cos _ WEDNESDAY, APRIL. 10, 1874 ICBC To Aid Driver | ~~. Education . PAGE C4 . | THE HERALD, TERRACE, B.C. “WHAT YOU SAY IS MORE IMPORTANT THAN HOW YOU SAY IT” (Following are a-set ol into watching a commercial.” brassieres, falsies, depilalories, “The ullimale dissimulation — "Women are interested .in _ Uittle less’ boring. 'Thal’s-why , is. the iete , , they're’ always - interested "I co : uolations fram a speech made wigs, contact lenses, eyelashes, . is the brassiere made to lock whal’s new, what's around Lo ays “interested in po ; By John Straitan, chairman of ee ae Mather airman caps for leeth, fake fingernails,.. like you have no brassiere.” make the lives a little easler, a new products," p00 * Mietoria -/The Insurance Council complements ICBC’s % Ogilvy and Mather one of this y : paint, supp-hose. It’s getting so - John Straiton, Chairman little less painfwl, a litle dif- “John Straiton,. Chairman “2 Corporation of British Columbia . present program which ‘makes’; " ce will provide a grant ta the B.C. pew. driver « graduates ? of: countries top adverlising “7 figure it costs about youcould buy all the parts and Ogilvy & Mather ferent, alittle more pleasant, a Ogilvy & Mather: agencies. These remakrs were $19,000 -a second lo make a assemble your own woman. - . made ina speech to the annual commercial in Canada and put . ‘ Toronto Board of Trade’s j; on the air for a few months. ; Ladies Night.) : Every second thal the con- “Here's an example I give to sumer daesn't know what brand advertisingmen lodemonstrate you're ialking about is $10 how useless their own ex- $10,000 down the drain.” perience can be. I[ say, ‘I'd John Straiton, Chairman guess guess thal some of your Qgilyy & Mather : people drink martinis. And I'll ye bet you believe most everybody “A big food advertiser studied alse drinks martinis. ‘Your. jis commercials and concluded 7 friends drink martinis. food is serious to women. Of ae Everybody 1 know in the ad- course il’s erious,, Look how 7 verlising business drinks women collect recipes - like martinis, A lot of people in the — gagtranomical magpies.. If they - liquor business think everybody used a new recipe every day drinks marlinis ... on (he rocks . from now on, they'd be up to with a twist of lemon, Or: Yorkshire pudding about 1979." straight up with an olive.’ -But “Once the kids become in- were weever wrong. Wetalked dependent organisms, a woman lo consumers. Andhere’s whal’ suddenly discovers the only _ we found: time they’ do anything but “Only half of the people drink cgmplain is al meal lime, If a ginatall. Only four per centof woman is ever going to hear a thethem drink martinis. One in. kind word, it’s gaing to be, “Hey 25. Fourinahundred. And how © Mom, can 1 have same more?” i many of them are women, 1 | “She aims for the stomach : Safety Council to assist with (he = recognized Uraining courses -- est of ‘training high school ¢ligible for rebates of up lo $00 leachevs: in driver education. of thelr training costs, “““mhe Honaurable Robert "We have ne doubt the cost of *: - -. Strachan, president of ICBC, supporting driver training: “taday‘cannounced that ap- programs will be more than © ‘proximately $5,000 willbemade saved in insurance claims,’ ‘available to help with the cast of thereby. helping‘to keep rates training 40.teachers who will ow." ag OR lake a course this-summer al — Peter Woodward, general.’ the -University .of British manager of the B.C... Safety” Columbia: 1CBC will contribute’ Council, says the Council. is $125 per Leacher graduated, optimistic that 40'students can “We strongly support driver be enrolled this year for. the’. training programs and hope (0 coyrse scheduled for July 8 = 26,:: be able to provide financial during the. University of B.C. support on an annual basis !0 summer session. --: aes help train high school teachers “Our estimate of 40.students : in driver education,” he: said.- jg based on (he -solid: interest; The minister: said qualified which -is being, stinvulated ‘by.’ inslructors are needed Lo teach [CBC's driver tralning. rebate’: driver education al high schools policy for recognized driver ” throughout the province. training,” he said. .. oe Driver education is an exira “We will be surveying the~ . curricular ‘activity offered (0 B,C, school system shortly. tc: A\ siudents al many. senior jdentify teachers interested in bisa secondary schools, laking the course,” Woodward : “This grant tothe B.C. Safely added, | i a cate wouldn't guess.’" . and hopes to hit the heart. She's John Straiton, Chairman « -serious about food.” ; ee my Ogilvy & Mather ~ John Siraiton, Chairman COULTER ELECTRIC LTO : . . Ogilvy & Mather “We all live in our little world where we believe thal we and “It's my conviction, after 20 our friends represent the whole years “of clowning, thal en- country, We live in this in- jeriaining advertising is against - sulatediunnel with the home al the public interest.” o one end and the office at the “Commercials (hat try lo other, I'samazing how soon a = entertain you wilh cartoons, copywriter whe grew up eating with «music, with trick pork sausages starls ta believe photography, with unrelated that everybody in the worldeats — beach scenes, Ihese tend to be sirloin sleak. less effective than commercials “fn our' agency, before we [hat get the the point fasl.” start working on'a product we “Simplicity stands out among like to find out why the produc! all the singing and dancing. was developed -in the first Commercials that don't teil you Residential-Commercial- Industrial _ Electrical Contractor APPLIANCES BY:- Canadian General Electric Norge Braun Sharp Woods lace.” : who the advertiser is till the end John Straiton, Chairman are poorly remembered. Ogilvy & Mather . John Straiton, Chairman oe Ogilvy & Mather “Through interviews, our a eustomershelp us lo sort out the ideas that seem important lO . -“] believe women buy soup them, ‘To me, research is a4” for what's inil, for its laste, and _ continuous sampling of human nytrition; thal they buy a face nalure. soap for what it will do for their “The consumers of Canada skin and why it does il. I like are the real besses of Ogilvy & advertising that gives reasons , Mather. They help form the why women Gan. accept [hese advertising we.run,” resulls.. For: example, ‘there 5 te John Siraiton, Chairman are 16 vegetables in Campbell's ea, Ogilvy & Mather yegelable soup’ and ‘Dove is qa . . one-quarter cold cream’.” « “There is a scheol of (hough! = John Straiton, Chairman 1.0 at? ob. icp rel aL baat ttatal in advertising today that Ogilvy & Mather . cleverness, .culeness and es ve staan Be esas PHONE , slickness is highly important lo “There are two reasons why 27: - i 635-5431 - [| oe Sal the success ofadverlising, 15ay you shauld be honest in -ad- ihal “What you say .Is“mére “‘yertising. . One is that ‘A's. ” important than how yousay it.” wicked to He. And the olher is “In the school of cleverness, that women will eventually find sex in adveritsing is the red yououl anyway ... because they Herring of the. century. use the product.” 9.) Readership figures show John Straiton, Chairman women. are .stiracted by pic- Ogilvy & Mather. : lures of women, men are al- 4 SR tracted by pictures of men.” “Talking about honesty in John Straiton, Chairman adverlising, a newspaper man Ogilvy & Mather ; pointed oul to me thai ihe most . ‘ : . dishonest. advertising in the “There's a lol of ‘female newspapers is done by little ald nudily in advertising, I'm sure Jadies. Here’sone: ‘A beauliful ot a tuned-In crealive woman. self-contained flat’, . ‘Two te would rarely turn to this corny bedrooms plus huge sun room.’ an: approach. Surelyevery woman Or ‘A’ bright, clean, warm : has a fair idea what a naked furnished room. Frig. Stove.’ a : a : woman looks like. It's not whal “Anyone who has ever looked . . wre f See . , arr more See = you'd call a.grabber for al- for a room will lestify that the = 2 a. ¢ : i / _ i iention, (Don't misunderstand |yyih can be stretched further in ae: ma. Personally 1 like naked ten words in a want ad than in : women.) I suspect there are two weeks at a cusloms alfice.” some meh who endorse nudity John Straiton, Chairman ‘ in their ads for the chance of Ogilvy & mather mi being around when lhe picture . r : is taken.” . “Anyhow, who are women to John Straiton, Chairman --_ complain about dishonesty in Ogilvy & Mather ° ‘advertising? When’ I was md - - young, I thought all women Be “Alot of advertising people hulged nicely at the lop, dipped an: think you have to sneak up on 4 in at the waist, abd well shaped | woman in order to gel her al- botiams, smooth skin and ° 5 lention, 1 do nol believe that steek lags.” consumers have to be tricked “Gradually I discovered Specializing in ws ES ; | Foods ~ BEDROOM SUITE