Vapaus, December 20, 1949

              SEGTION VII
Tiistaina, joulukuun 20 päivänä—Tuesday, December 20
C L U B N E W S
ARE YOU A TEEN-AGE SMOKER?
Have you gct the smolcing habit?
T ^ e thoiisands of other teen-agers
acros; the country, do you feel that
tf i i ihe smart t h i n g to do, and that
vou are being modern and hep, while
TCU: parents \vhö protest are being
*j,;d-ra£hloned and backward? Weil,
5:cp fcoling yourself. You are being
•aken i n by a wide-open advertising
campaign to draw the teen-age h i gh
sch<jol.yoii:i\ i n t o the smoking market.
How is this being done?
Tiae average human-being is a hero-
«•orshipper. Who - are his heroes?
Peop:e in the public eye, and these
are paid great sums by manufacturers
to "Ä^ll the goods", and the millions
;n profits that the manufacturers ac.
qi;:re i n using this methcd i n advertis­ing
has made them avid for more.
Tobacco companies are not back-ward
i n this respect either. Testimo-n:
al advertising has l i n e d their pockets
to the extent that one of the biggest
mor.npolies, the Imperial Tobacco
Company makes over $6.000,000 a year
i n profits. Tliat, of course, is not
enough.
Smoking at one time 'vvas considered
to be s t r i c t l y for men. In fact, it
took a lot of advertising to make most
of them believe that it was not a
disgraceful habit.
Advertisements convincing them
t h a t it was right and proper included
pictures of older men in smoking
jackets, pipe i n hand, or a business
man i n conferehc(e~with his colleau-gues
— a l i with cigars or cigarettes
— i m p l y i n g i n this fashion that it
was relaxing and at the same time
s t i m u l a t i n g to ihe intellect to smoke.
T h i s was for the businessman. To
get the workingman's market, a miner
was shown taking it easy d u r i n g his
l u n c h hour, pulling at the weed,'and
t h e n in a close-up, he beamingly
tells a l i of how much easier it is for
h i m to work after his smoke. This
applied to the workers at the lathe.
steam-shovei, the iumbenhah, the
r a i l w a y worker and others. It prac-t
i c a l l y became a challenge to their
masculinity.
Narrowing its market to the male
smoker became very cramping to the
tobacco manufacturers. Over half
the population was s t i l l going around
without the cigarette. This h a d to be
changed, and so a new advertising
campaign vas bom.
F o r the women of course! The f i r st
World war brought them into heavy
Industry, and so into the advertising
arena for smoking. This campaign
i m p l i e d that a part of a woman's
emancipation and freedon lay i n her
t a k i n g up smoking immediately. In
this way she would prove to the over.
bearing male t h a t she wasevery bit as
good as he was.
T h i s campaign continues to this
day, o n l y now i n a more subtle fashion.
Now we have the old hero-worsh:pping
cliche that worked SO well w i t h the
men. The actress, the opera star,
the fashion illustrator. the career
g i r l , the athlete, are ali being drawn
i n to show the woman that it is
r i g h t and fashionable for her to
smoke. Women's magazines carry
full-page spreads e x t o l l i n g the virtues
of the cigarette.
Now that smoking has become a
habit w i t h most of the worId s adulLs
c o n t r i b u t i n g to the profits of the
tobacco Industry, that $6,000,000 profit
has become ioo cramping. Surely
there was something they had over-looked.
—What was ieft*
The great h i g h scliool market, of
cotirse! Sure encugh, that is the
target of the advertisers now, and
there is a fortune to be made in
convincing you, the teen-ager, to
smoke. i n the U . S . one of the big
tobacco firms furnishes free fcotball
programs for high school games.
beautifully illustrated, with action
photos, high school crests, and of
course, large beautifully l a i d out ad­vertisements
on - m i l d " cigarettes.
L i n k i n g the athletic idols of the
teens ali over the ccntinent with the
tobacco habit is another methpd, the
Old one. Önly this time it is aimed
d i r e c t l y at the youngest crowd, the
teens are the target.
Have you f a l l e n for this' advertising?
Here are some statistics fhat will
make you t h i n k twice.
O n every package of Canadian
cigarettes that you buy at 35 cents a
package. 24 cents goes to Ottawa in
taxes. The average one-pack-a-day
smoker, therefore, pays i n direct tax-ä
t i o n 24 cents x ä65 days — $8"i0 a
y e ä r . If two i n t h e f a m i l y smoke they
pay in taxation to the aipount of
$175.00 a year. .'Vdd to this a teen-agers
contribution, a n d ' w h a t do you
have?
The actual r e t a i l price of 20 ciga­rettes
is 11 cents plus tax. The tax
on cigarettes is hidden .so l i i a t the
worker is p a y i n g the taxes of the to­bacco
Industry. The S50.0C0 a year
bu.<:inessman and the $35.00 a week
worker both buy 35 o em cigarettes.
T a k e n in proportion to what they
earn, who pays the most money? The
workers, of course.
I n the meantime, the Imperial To­bacco
company, the biggest in the
f i e l d , is w o r t h over $97,000,000. It reaps
over $6,000.000 a year f r om its present
market, and is seeking to increase its
profits by drawirig you, the teenager
i n t o its midst.
So befcre you start smoking because
its the smart t h i n g to do (according
to the advertise.'-s> — teen-ager, t h l i ik
twice!
BAN THE CRIME 'GOMrC BOOKS
Two months ago E . D . F u l t o n . T o r y ,
M P for Kamloops. introduced i n the i
House of Common» a private b i l l to j
amend the c r i m i n a l code to ban the
sale, i m p o r t a t i o n a n d publication of
crime bcoks i n Canada. This bill
has been given second reading. and
i n response to widespread support,
Justic€ M i n i s t e r G a r s o n has promtsed
to take the matter under • ' a d v i s e m e nf
a n d is asking the •provinces for
suggesiions. In the meantime, pub­l
i c agitation on this question is con-t
i n u i n g . O n November 14 for instance
a large delegation representing the
M a n i t o b a Home ahd School Clubs a nd
the M a n i t o b a C o u n c i l of Women v i s i t -
ed the provinclal attorney-genera!
and demunded that he support the
proposal to ban this literaturo.
It is to be regretted that the pro-gre-
s-^ive movement did not take the
i n i t i a t i v e on this matier. or that it
has not yet entered the discussion to
any appreciable extent lalthough the
T r i b u n e has commented a number
of times). As a result. i n the con-siderable
di.scussion aroused, the
nvain issues have been ignored. Last
year, the French Communist Party
waged a vigorous campaign on the
same subject and scored a big victory
i n having l e g i s l a t i c n passed banning
a l i crime comics. Needless to say the
campaign i t waged was quite different
f r om the cne being currently con-ducted
i n Canada.
Q u o t i n g from a survey made by
expert.s in the U. S., Mr. F u l t on
Khcwod that, whilc i n 193C iherc was
not one coinic book publi.'(hed i n the
Units-d. State.s, there are now no lcs.s
t h a n 720 m i l l i o n per year! This .sur­vey
goe.s on to point out: "If there
i;; c n l y one vioJent picture evory page
— and there are usually more —
evey city c h i l d who was six years
Old in 1938 has by now absorbed a n '
absolute m i n i m um of eighteen t h o u - '
sand pictorial beatings, shootings,
stranglings, blood puddles, and tor-turings
to death from comic books.
alone. The f c r t i f i c a t i o n of this
Visual violence w i t h s i m i l a r a u r a l v i o -
lencc over the radio d a i l y , a n d both
togelher in the movies on Saturday
must al;o be counted i n . " (The
Psychcpathology of C o m i c Books, by
Prederic Werthan).
VVhat M r . F u l t o n failed to poInt
out is that this gigantic output o£
• l i l e r a t u r e " , glorifying brutality is
no accident — that it is i n fact d i r e c t ­l
y rclated to the m ö n s t r o u s war aims
of American imperiali-sm,.
The war American i m p e r i a l i sm is
pUuming would be a war of uv.preced-entcd
horror and violence directed
(Continued on next page)
The new Memorial Students' Union Buildintr ai
Quecn's University was opened recently by General Alex­ander.
It M'as erected as a memorial t o ' Q u c « n V Univer­sity
men who fought and died in two World IVars and
replaces a smaller buildingr which was destroyed by fire
in 1947.
cCONNELL & SON
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year we are mindfuFof the-irhpörtance of your
good wi 11 and friendship, With the holiday season at
_ . _hand we are most anxious to wish everyone the Merriest
Christmas ever and a New Year filled with happiness and success.
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