Sep 1978 - On-Line Newspaper Archives of Ocean City

PAGE 12 OCEAN CITY (N.J.) SENTINEL-LEDGER TUESDAY. SEPTEMBER 5.1978
Consumer report
Government agencies strive to make advertising more informative
By ADAM K. LEVIN you wake up in the morning,
Director New Jersey until the moment you fall
Division of Consumer Affairs asleep at night, you experience
a near-constant barrage of
You live in a sea of ad subtle and not-so-subtle sales
vertising. From the moment P»cnes.
TRIANGLE BUILDERS
Ocean City, H.J.
SpecbUttslniHtypesof
HOME IMPROVEMENT « REPAIRS
399-2702 «' 399-5727
I Registered Butters * FREE ESTUMTES * inured
C PLUMBING & HEATING )
750 WEST AVENUE OCEAN CITY. NEW JERSEY 08226
OFFICE PHONE (GOO) 399-1976
RESIDENCE PHONE 399-2890
KfTCHENAlD-
MAYTAG
THIS TIME... MAKE IT
Magic Chef
The basic task of government
regulators is to insure that
advertising is not deceptive.
But there is an ironic trend in
today's advertising that
presents a puzzling dilemma
for government officials and for
consumers.
Government regulation is a
highly inexact art; not a
precise science. It is the rule,
rather than the exception, for a
regulatory scheme to have at
least some consequences that
were not clearly forseen by its
designers. Today we are seeing
such a situation unfold in the
world of advertising.
Advertising regulations are
basically designed to eliminate
deception, misrepresentation
and false claims. The goal of
this basic government policy is
grounded in a philosophy that
values free and unrestricted
flow of accurate information in
the commercial marketplace of
ideas.
Such a perfect situation will
never be totally realized, but
the more that the marketplace
conforms to this ideal, the more
able consumers will be to make
PAINTING
Jerry T. McDonald, Jr.
Interior - Exterior
Residential & Commerical
Free Estimates
Call 399-9453 or
398-1332
economically rational choices.
Given a situation where consumers
have the information to
make rational economic
choices, (he theory states,
manufacturers, retailers and
the economy in general will
respond in an efficient way to
changing consumer needs and
tastes.
Or so the theory goes. What
about reality?
A quick look at television,
magazines, billboards,
newspapers or any other advertising
medium shows that
the commercial messages
being aimed at consumers
today have less and lees informational
content. It is true
. that the information which does
appear in advertisements is
less deceptive than in the past,
thanks largely to government
regulation. Clearly false claims
and promises in advertising no
longer go unchallenged.
Advertising is increasingly
making an appeal to the nonrational,
emotional side of the
consumer and dropping
specific facts, claims and information.
It is ironic that at
least part of the cause of the
trend to less informative advertising
is the success of
government regulatory
schemes designed to eliminate
deception.
The Federal Trade Commission
(FTC) and the New
Jersey Division of Consumer
Affairs have used their en-
forcement powers to curb
specific product claims hi
advertising that are misleading .
or false. Because specific
product claims and information
must be supported by fact.
PI* Building & Remodeling NOW!
CHRIS JACOBY
—PLASTERING—
• Bricklaying and
Pointing
• Pre-Cast Steps
DMi 3992717
1230c*iaAv*.
M.TBMTONS
RETMM
VMCOTSflUUR
Roofing - Siding
Old 390-4724
933 West Avenue • Ocean City, NJ.
399-1808 • State License #30369
Robert A. Gill is now
iU.'N DiLLO
Jerry McDonald
HOME IMPROVEMENTS
Keglst«r«d Builder
.One Call for All Types of Residential
and Commercial Renovation and Repairs
M Ml TOO UR6E OR TOO SMALL
CALL MTTIHE
399-9453 398-1332
STAHLER'S
REGISTERED BUILDERS
to.: 3315 tost Aw., Dial 399-2*)-
"WEffBUUSM
Warren North
REOISTEREOBUILOER
71 Sift fay Ait. Ft*
tta84tag«R«ma«ctiM« Alterations
OM* SUtet • Uttrter * Cxtortar PaJatfc«
• Parmka Work
"Fr«iI EitlautM"
J. R. NIXON
Builder
223 WIST AVUI!
GUSTO* BUILDER
Ml IMS If UTEIinHS ft M K
MTttUS mi MTIS MM
•99F111 mi SIMM
911
ROBERT'S
Skingltt • Sidtag
Gutter* • Rtpaira
FREE ESTMATtS
398-6208 •> 345 West Avenue
PAINTING
CONTRACTOR
Interior - Exterior
Insurtd
Edward H. Reed
DIAL 399-2909
Registered Builder
Edmund L. Wlsham
aiOOcttaAvt.
390-0900
• Interior
• Exterior
• Floor
Sanding
FogKo 6 Schmid
and SONS
Ptone 399-3977
(609)399-8442
EkotricaJ Cwrtrtofor
aOTtfcSiraot
Phono 399-1243
•Metric* I Cmlrac«a«
• Mac««l BlKtric Matt
• (Ma • tvatr (ma •«••«• aca
EVEJIT TYK OF
IUHJIII SERVICE
BSttNTML ft CtttMEttUl
REPMK
cau
TOMY
'The Oldest Established Builder In Ocean City'
FRED TARVES,
Complete Building Services for 31 Years.
CaIID«aTtr«M, •rIOT
1 laytitv PtMt. Ottat Wjr» U.
advertisers have simply moved
away from using such specifics.
We are left with commercial
information that is not really
information at all. While it is
not really false or deceptive in
the strict sense of those terms,
it is also not very enlightening.
It is designed to stimulate
rather than enlighten; appeal
to the senses with subtle visual
images rather than strong,
comparative claims.
FTC officials have noted that
this trend in advertising has
combined with other
developments in the marketplace
to create what they call
an "Information vacuum." For
example, in many of their
purchases, consumers can no
longer rely on price as a guide
to the quality of products.
Packaging is being, designed
which prevents buyers from
inspecting products before
purchases are made.
Actions have been taken on
the federal and state levels to
encourage an increase in the
informational content of advertising.
Probably the most significant
such action in New Jersey have
been the lifting of restrictions
on price advertising for
professional services and
products. In New Jersey,
automobile advertising that
includes price quotations must
include specific information to
allow consumers to make
meaningful comparisons.
The FTC has also sought to
standardize the information
disclosed in certain types of
advertising, such as octane
content in gasoline, nicotine in
cigarettes, the insulating power
Let 'em
MAYOR
Chester J. Wimberg
201 Asbury Av.
399-2654
COUNCIL MEMBERS
ATLARGE
Herbert J. Brownlee
530 W. Surf Rd.
3B9-1407
HenryS. Knight
- 2217 Haven Av.
399-1646
Nlckolas J. Trofa Jr.
66 Walnut Rd.
399-3893
of roofing materials and tne
power capacity of hi-fi amplifiers.
Your, automobile: If you're a
car owner, you have probably
expressed at least one of (lie
following thoughts at one time
or another with some degree of
frustration, anger or indignation:
•Why is it such a hassle to get
proper repair work performed
under the warranty of a new
car?
•Are new cars Just shoddy?
Are they deliberately designed
not to last?
-Is any car really designed
for safely? After more than a
Pictures appearing in
the Sentinel-Ledger may
be picked up at the offices
•t 112 E. 8th St. any time
after publication. Because
of Increases In the cost of
postage, they will no
longer be sent through the
mall. Pictures can be held
only for six weeks.
Because some pictures are
held for the f Ue. not all will
be given out. bat
arrangements can often be
made for reproduction.
Buy and sell
with
classified ads
know WARDONE
William H. Woods
356 E. Surf Rd.
3S8-0200
WARDTWO
Jeanne M. dunn
315 Central Av.
3994232
WARD THREE
William J.Meis
TOE. 9th St;
3964337
WARD FOUR
Jack Jones
212 Clipper Dr.
3994267
TODAY'S CROSSWORD PUZZLE
ACROSS
1 Swamp
6 London district
10 Electrical
units
14 Ms. Bryant
15 Mimlcker
16 Ad of
ttienglh
17 Ship port
18 Actor Paul
ia Gambling
game
20 Rabbit food.
to tome
22 Screenplay
24 Sink twavfly
20Madainto
law
27 Drugged: 2
words
31 — for tat
32 Good-fornothing
33 Complete
35 Sprout
38 Metal
39 Of a frond
duster
40 Hurting
41 Bated
42 Ntcfcal alloy
43 Suiting
44 Indian
weight
4SWhlp«>ed
47 Crime figure
61 Coarsely
ground com
52 Hopeful
ones
54 Slanted
58 Fiber, knot
59 Marsh bird
61 Haitian Indian
62 USSR city
63 Brink
64 Equip
66 Nautical
chains
66 Nevada dty
67 Seethes
DOWN
1 Church service
2 Theater
group:
Abbr.
3 Louis —:
Metis loader
4 Short of
money
5 Boxer's
manager
6 Golfer —
Sneed
7 Composition
6 From this
source
9Of the East
10 As a matter
11 Organ
Friday's solution
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nmn nrannn nnoo
naaa anaoa nano
nmnann nnnn nan
naaan aaaoaoG
aaaacioaa naa
•aa aaaoci aaoaa
DCIQU jaaau uaua
UUUULJ LTJGUU UOD
3'cJ'J JLJUUUULJU
LJLJ-lli^lJU LJLJUUU
UUU -JJLJLJ JUUUUU
UUUU JUULSU UUUU|
U-IU'-l ULIJLJU LJUUU
LIULJ-I JLJ'JJU UUUU
12 Sault Ste.
13 Remained
unchanged
21 Turf
23 Fastener
25 Don: 2 words
27 Mound
28 Ancient
Greek theaters
29 Drama
30 Pondered
34 Falsehoods
35 Industrial
diamonds
36 Coax
37 Act
39 Enchanter
40 Kelp, for
one: 2 words
42 Artist Van
dec —
43 Jews and
Arabs
44 Teas aa
46 Corpulent
47 Wooden
•hoe
48 tttogal interest
49 Lively do
60 Swap
S3 Omen
SSSeaswefl
56 Plenty: Archaic
57 Arabian
seUboats:
Var.
60 — Ourocher
decade of debate and conconsumers
and government
stroversy over auto safety, are officials a chance to exchange
automobiles significantly more ideas and views on an informal
safe?
basis. There will be exhibits of
-What is government doing to new auto safety devices and
protect the rights of the useful information brochures
automobile consumer? will be available to those who
You will have a chance to get attend.
some answers to these and any The "town meeting" will be
other questions you have held on Tuesday, September 12,
concerning consumer issues from 7 p.m. to 9:30 p.m. at Our
relating to cars. State and Lady of the Visitation Church,
federal officials will be on hand 220 Fairview Ave. (near
at a "town meeting" next week Paramus- High School, off
in Paramus to explain what is Route 17.) There are tentative
being done and to answer your plans to film the proceedings
questions about a wide range of for a program on a major
issues.
television station. We at the
The New Jersey Division of Division of Consumer Affairs
Consumer Affairs is are enthusiastic about the
cooperating with the National "town meeting" on automobile
Highway Traffic Safety Ad- problems and encourage you to
ministration (NHTSA) in attend. It promises to be an
organizing the "town meeting." interesting evening.
New Jersey Attorney General
John Degnan and Joan
Claybrook, administrator of
NJTSA, will be there along with
representatives from other
federal consumer-oriented
agencies, including the Federal
Trade Communion (FTC) and
the Environmental Protection
Agency (EPA).
The idea behind the "town
meeting" format is to give
OIL
SOCONY VACUUM
AGENCY
810 A8BURY A V ENUE
DIAL 399-1751
ssfii
EARL L SHAW, JR.
me.
ROOFING and
Sht«aiaa
FUEL CO.
FuelOll-MHrs.ADay
Local 8erviee
Fuel
HIATIN« Oil.
ANY ELECTRICAL JOB
M Wen ff PftfftssJtttlft
PROKDaya
•»••»•
"Before you wte - Cat MaguJm rf
ELECTRICIAN
1317 Asbury Ave.
or.isss 398-4160 Ik MM*
ELECTRIC
r*'
fc
TUESDAY. SEPTEMBER 5.19?8 OCEAN CITY (N.J.) SENTINEL-LEDGER PAGE 13
Garage getting crowded?
Sell it empty with a want ad
KitchenAi
APPLIANCE
HEADQUARTERS
&-.y*-7*x
DISHWASHERS • THISH COMPACTORS
FOOD WASH DISPOSERS
HOT WATER DISPENSERS
Johnson's
ELECTRIC
RasJdititiil i Cotnmarolal
030 Aibwy »»••"•Dial 399-1598
nja
Group seeks 'nurse of the year'
The New Jersey State Office
of The National Foundation
March of Dimes and the New
Jersey State Nurses'
Association, Maternal-Child
Health Division, is interested in
receiving nominations for the
Second Annual New Jersey
March of Dimes Nurse of the
Year Award.
The recipient will be honored
for outstanding efforts in
raising the quality of nursing
care to mothers and infants in
New Jersey. The award will
include $500 from the March of
Dimes to help the selected
recipient continue education or
work to improve maternalinfant
care. The awardee will
be chosen by the Maternal-
Child Health Executive
Committee of the New Jersey
State Nurses' Association. The
presentation of this year's
award will take place at the
New Jersey State Nurses'
Association Convention in
Atlantic City.
In order to qualify for this
honor, the candidate must:
-be directly involved in
maternal and infant health
nursing through teaching,
administration, research andor
clinical practice and committed
to five years in the field
of maternal and child health
nursing;
-have a demonstrable effect
on raising thequality of nursing
care given to mothers and
children through scholarly
['pursuits, research, writing,
CHECK\NG t
* 60UEMBR
Deposits and withdrawal activity described without
abbreviations . . . daily balance summary
. . .your"PERSONALIZED"checks listed
in the order you wrote them . . .
the whole story at a glance!
TALK TO OUR NEW ACCOUNTS PERSONNEL
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ESTABLISHED 1123
Member: FDIC • Federal R*i«rv« System
Ocean City Ottice
601 Asbury Ave ...399 1300
1300 West Ave 399-1303
33rd Street & Bay Ave 396 4310
Sea Isle City Office
4301 Landis Ave....
vape May ottice
500 Washington Ave...
education and-or practice;
-demonstrate the ability to
apply Maternal-Child Health
nursing standards of practice
and-or facilitation of their
implementation by others;
-show evidence of involvement
in continuing
education as a participant,
organizer or sponsor and
•show evidence of
distinguished contribution to
the care of mothers and
children at the local, state, or
national level.
Candidate's names may be
submitted to the state nurses'
association by other nurses,
public health agencies,
physicians, or by the candidate.
In order to be considered for
this award, the Executive
Committee of Maternal-Child
Health asks that each name be
accompanied by an up-to-date
curriculum vitaeplusa letter of
recommendation attesting to
the candidate's ability to meet
the last four criteria. AH
materials will be held in the
strictest confidence by the
members of the Executive
Committee. AU nominees
should be submitted to the
following address no later than
September 20: March of Dimes
Nurse of the Year Award, 60
South Pullter Av., Montclair,
New Jersey, 078042, Altai.,
MCH Executive Committee.
In its efforts to protect the
unborn and the newborn, the
March of Dimes emphasizes
the importance of nursing in
, promoting the healthy outcome
of pregnancy.
How much should you
pay for home mortgage?
Monthly mortgage payments 130,000 and $37,500,
are probably the largest single "Remember, when figuring
expense in a homeowner's your gross yearly income,
budget.
lenders consider the total for
Determining how much you both husband and wife," says
can afford to allot to this all- Colangelo.
important item requires con- A second method is to limit
sideration of a number of your total housing expenses,
factors beyond the baste asking (mortgage payments, utility
price of the home.
bills, maintenance, property
"There are two budgeting taxes and insurance) to 20-25
methods which can be used to percent of your gross monthly
help determine how much can income. "In many instances,"
be spent for a home" says says Colangelo, "mortgage
Daniel J. Colangelo, president payments alone account for
of the 15,000-member New more than 60 percent of the
Jersey Association of Realtors. total homeownership costs."
"Neither is Intended to be a With housing costs, property
hard-and-fast rule, but each taxes and utility bills rising
provide flexible guidelines." rapidly, lenders have not been
One way of estimating how adhering strictly to these
much you can afford to spend is guidelines. Many lenders have
to multiply your gross yearly been willing to stretch the
income by two or ZV». Foryardstick
a bit to assist the
example, if your annual income mortgage applicant.
is $15,000, you probably could Colangelo states that realtors
afford a house costing between can help potential homebuyers
schedule a workable budget
tailored to their individual
needs and circumstances, and
are also quite adept at assisting
in financing procedures.
Record
martin
caught
CAPE MAY COURT
HOUSE — Cape May County's
largest reported blue maiiin
ever—a 597tt-pound fish which
measured 12 feet, 6 inches, was
boated In Blatlmore Canyon by
a Media, Pa. angler.' - <
Ken Wood, who was fishing
aboard the Kargie II, a 33-foot
Egg Harbor out of Stone
Harbor, hooked the big blue
marlln at 12:15 p.m. while
fishing Sunday.
He was using an artificial
squid trailed by a real squid
bait on 80-pound test tackle. He
brought the fish to gaff in 2
hours and 45 minutes.
Skipper of the boat was Capt.
' —i Olsen and mate was
NK. I. They are
also from iv. -a and Stone
Harbor.
Lou Bachman of Smuggler's'
Cove Marina weighed in the
blue marlln. The fish Just
missed reaching state record
proportions. Presently the
record is held by Joe Teti, who
caught a 620-pound blue maiiin
out of Atlantic City in 1964.
The biggest Cape May County
previously reported blue
marlln was weighed in at about
515-pounda
The party had arrived at the
canyon fishing waters at 9:30
and immediately raised a white
marlln. At 11: IS a.m. they
hooked and released a double
header on whi.e marlln.
The anglers aboard were
unable to get the big blue into
the boat so it was lashed by
head and tail across the
transom. The group began a
slow trip borne, but were aided
by Scott Smith and his crew
from the sportfisherraan
Aquilla out of Cape May. Smith
came back offshore 10 miles to
the Kargie II, and put three
anglers from his boat aboard to
help the big fish into the boat.
This enable enabled the boat to
proceed home at faster speed
as well as to keep the fish from
being attacked by sharks on the
trip home.
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NEW WORK ft PATCMINO
WATERPROOFED
STUCCO
PLASTSRINO Of All Kinds
DRY WALL
CONTRACTOR
RESIDENTIAL*
COMMERCIAL
t .ISHW6
(iltKG. K.
CORSON
390-7689
» MO AttMraa CALL ***iw
Money in the attic?
Call Ad Taker
399-5411
Save Energy.
Save Money.
Baked enamel aluminum storm doors and windows
keep the cold winds outside in winter. This effectively
helps button up your home for better energy savings and
lower fuel bills.
MIAMISOMOS
6f«W3KfflEttSOMB5l,.
teg. $9.50- $14.95 (packaged In double rolls)
Save on fabulous
FhorcweriiMS
mm • i mi ii urmmmtaam nmmmm*umi^r
• FASHIONFLOR -
7 dcalgna, 22 colon.
• HIGHLIGHT-
3 designs, 16 colors.
y
on Style Perfect
Carpeting
• STAR QUALITY - 100%
Trevlra"" Star polyester pile.
Sale I7.99*i. yd.,
reg. $9.99 tq. yd.
• WOODSPICE- 100%
heat set, nylon pile.
Sale $8.99oq. yd..
reg. $10.99 sq. yd.
(InUallahon avattabie at additional co*l)
k*. ItttMtsttr Ctty, ItiMmtrkwi, Vis*, vtmrt
Sate ends
September 10
Sttitftcfhm
Gf
in the use ofthete
coating* or your
pwchaMe price
win be nfunded.
Save *3 a Mi.
Style Peri Utex
OCEAN CITY -1230 WEST AVE. - DIAL 399-4407
PLEASANTVILLE - SHORE MALL - DIAL 641-7879
WIUIWOOD - 3800 NEW JERSEY AVE. - DIAL 522-0261
• One Coat
Coaerage. ichen
applied
according to
directions.
* Washable
Accent co/ors
•ate priced h/ghcr.
t
I':
Hi