1978_05 The Daily Collegian May 1978

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Demonstrators charge
administration unresponsive
to minorities ...page 1
Women spikers want
funding ... page 3    i
Brown affirms tomraitmeet
to higher education .
page 4
Thursday
Feature
Edition
WE
EGIAN
May 4,
1978
Commission fights Sugar Monster ads
BV CLAUDIA TYLER seU a product,"  and that tbey      amendment is a formirt-M- „»_.      ~.<-'	
What's fair In the fight against
the Sugar Monster, that Infamous
iecayer of teeth and fattener
of middles?
The Federal Trade Commission (FTC) Is-considering putting strong controls on television advertising for children es-
peclajly ads for candy, pre-
sweetened cereals and other
highly sugared products.
A report recently adopted by
the commission recommends a
tan on an commercials directed
to preschoolers and on commercials for "highly" sugared products such as candles and snack
foods directed to children under
Tbe commission also .recommends FTC passage of a r_-
crairement stipulating that advertisers of such products as pre-
sweetaued cereals counter-advertise with nutritl-a-l and
health messages.
It appears that tbe big Issue
when he_T_-gs begin In Washington and San Francisco will be
-hether children should have
special protection from advertis-
ng, and If so, the government's
role to provide such protection.
Tracy Western, deputy director of the FTC Bureau of Consumer Affairs who presented
these recommendations to the
commission, said the staff worked from the premise that "children do not understand that the
purpose of a commercial Is to
— a product,	
"often view a commercial „„,,
great trust."
Former FCC Chairman Richard Wiley has brought up the
argument  that,     "The     first
^-_ j formidable o
stacle to any regulation In this
field." He" cited recent cases
in which the courts found advertising to be "a dissemination' of  information" and thus
gulates sex and violence on i v
and prevents certain kinds of
protected by the First Amend-
::i-
What the kids like.
Jake Tuckey, 5, said, "I like
Rice Krispies. I don't like
eggs. My Uttle boy likes
Matt Pennington, 5, told u_, .
have a peanut butter sandwich,"
for breticfast. He Imagines the
Sugar Monster must be a "giant
bird. ,. .real, real big, like
these trees, like big ears. He
gets me out of bed and puts
my be<L"-
Justln Guadagni, 4, likes the
kind of cereal "you don't have
to put sugar In, thev already
have sugar In 'em."
KeUy Packard
Reporter's Note:
..ot one of the kids I talked to (about 12) knew what
I meant by "commercial" and even when I asked about the
part on television where they teU about cereal, the kids Just
didn't seem to grasp the id«, as though they are unable to
differentiate between programming and commercials.
commercials (cigarette, for en-
ample)  from   lielng  broadcast.
What would happen to children's programming if there were
a tan on advertising'.'
FTC Chairman Michael Pert-
schuk said he beUeved programming might Improve If broadcasters no loager felt the Impact of ratings and pressure
from advertisers.
would be very unlikely broadcasters would eliminate children's programming, tiecausc the
terms of their licenses wUl require that they continue.
Speaking to the need of some
kind of controls on commercials,
Dr. Shirley Bowder, who teaches
consumer nutriUon at CSUF,
said, "In general, if we're to
let the market run its course »
and let business advertise freely, there is some obligation
on the part of media to sponsor educaUoral programs."
She suggested that imaginative
and well-done spots giving children nutritional information would
be helpful.
It Is estimated it wlU take
' two years for the FTC to complete its inquiry and for any
rules  it decides on to take cf-
Untll then, parents can try
to balance the ads by giving
children information aboMt good
eating habits; and wtwn the kids
pressure parents to buy pre-
sweetened cereals tbey can, as
Dr. Bowden suggests, serve them
-s snacks, raU«r than as meals.
Voluntary simplicity may change consumership
1 clear of the marketplace for _.
The latest Idea-commodity to set corporate tongues to wagging is voluntary
sImpUclty, a back-to-the-baslcs, self-
reliance ethic that, rxLradoxically, may
spur a new wave of mass consumption.
In pure fora,voluntary sImpllcity(VS)
is doing more with less. It Is rooted
In human scale, self-determination, ma-
terlal simplicity, ecological awareness
and personal growth.
It differs from Involuntary simplicity—i.e. poverty--ln that you choose
it, choose to rid yourself of excess
baggage, both physical and spiritual,
to break the addiction to Clings that
marks American life.
Voluntary simpUclty has been around
under one name or another for some
lfs only In the past few years, however, that environmentalists, New Age
spiritual disciples", -Mural foods advocates, baek-to-ffie-L-Sil- homesteaders
and post-hippie buslnesspeople t
combined to form a move ment of sorts --
and sent corporate trendwatchers
scurrying to their flow charts and story
boards to figure out how to make a
Wiling on these newly popular lifestyles.
Just how many people actively embrace VS principles ls unknown. Estimates vary wUdly, from 50,000 to five
mlUlon. Reeardless of numbers, their
influence on society has been felt ln
dlet, physical fitness, reUglon, clothing
and publishing, where the late "Whole
Earth Catalog" introduced VS values
to raiUlons.
Voluntary slmpUclty became a hot
Item when the Business Intelligence
» Program of the Stanford Research Institute-" released an enthusiastic report
on It in 1916.
The report was the most popular ever
done by SRI, a no-nonsense marketing
outfit with annual sales of over S100
minion, whose ardor .orsmall-is-beau-
tiful blossomed with unseemly haste.
Last year, SRI updated its research
with a revised report and reader
(Please turn to pg. 9)