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| $32 THE OSHAWA TIMES, Wednesday, November 25, 1959 BREWERIES TRIAL Justice Shocked By Carling Club ! TORONTO (CP)--Chief Justice) J. C. McRuer Tuesday described , as shocking some ideas de | veloped in a brief on the Carling i Conservation Club. Extracts from the brief, by McKim Advertising § r=) were read at the On. tario Supreme Court trial of ! Canadian Breweries Limited, + which has pleaded not guilty to a charge of having formed or | Canadian Breweries also said | one of the statements in the brief ' was terrible. Carling Brewerles|$ fs a subsidiary of Canadian ' Parts of the brief that raised | the objections dealt with appeals ' vertising and sales promotion. by the club to minors, The brief said the club was formed in 1945 as a vehicle for public service in the field of ad- Mr. Dowie said the statement CV NY SY TY TOEY PEN rT vy v ww The chief justice sald the com- about public service was fair but|pany could have used a name the one about appealing to chil-| other than Carling if the club was dren was terrible. He said the|not for advertising. company was careful in the con- A move by defence counsel to pre-| servation club program to avoid introduce evidence designed to appeals to children. The bri benefits resulting from ef was prepared by the/Canadian Breweries' equisition advertising agency in 1947. Carl- of @ number of smaller brew. ing's rejected an posal that the club be expanded. agency pro-|eries was The chief Justice ruled that Club activities in Ontario have|gyidence about benefits from the been reduced in the last few| company's large-scale operations years, sald Mr. Dowie, Its an-|waq irrelevant, nual budget now is about $20,000 compared with a peak of nearly He sald the club's alm was to The ruling came after the 100.000, Crown had concluded its case Ag and the defence had called eom- pany President Ian R, Dowie as try to make the public aware by |{ "5 "nol advertising of the importance of conservation of wildlife. People| ADVERTISING NEEDED also were invited to become club Mr. Dowie told the court that members and the company sent peer sales would decline if beer out more details about conserva'| advertising were banned, He had tion. been asked by the chief justice SUCCESS CLAIMED what would happn if strict v wy vo vy vy A hi ES GE ee ee Ba A The holiday season is here . . . you'll want your hair to look es- pecially beautiful . . . but not need much care. THIS IS OF COURSE, WHERE WE COME IN We will create a festive hair-do that will personally flatter you. HOLIDAY COLD WAVE Will give you soft but lasting curl MAKE YOUR HOLIDAY APPOINTMENT EARLY ~- Whether It's - SOUTH, NORTH Travel Service 22 SIMCOE ST. S. MEADOWS WA RAVEL (INFORMATION Whether You Travel by Bus, Plane or Train The agency brief said the elub|curbs on liquor advertising, such segment of the public body; chil-| "has succeeded for 11 years of| as those in New Brunswick, ap- i "It appeals to the broadest ! dren, teen-agers, young adults|changing marketing conditions, plied throughout Canada. ) TELEPHONE RA 5-863 1 Now Uincents BAR STYLING 170 KING ST. EAST MEADOWS TRAVEL SERVICE Will Make All Arrangements For You! ! | For Complete Information ! | and older people," it added. in keeping the Carling name| 'People would not drink as Another section said, 'the con-|prominent in the minds of On-/much beer as beer is in competi. { | wervation, outdoors and wildlife|tario and to a lesser degree, all|tion with other beverages," Mr, ! ideas appealed greatly to those Canadian consumers." Dowie said, He added that Cana- | minors who today form a large] "Without its tremepdously dian Breweries reduced its total | percentage of the beer-consum- wide appeal, the Carling com-(Ontario marketing budget by ing public. It provided the first| pany and brand names could| about $1,000,000 in the last year contact between these potential have been EE a Sou aud as a Yewule hod lost about stom rewing ecom-| pletely forgotten du pe-| three per ce e total " i "ab . riod 1945-50." dustry business. OPEN EVERY DAY UNTIL] From CHRISTM AS til 9 Dec.3,1959 each night GENERAL ELECTRIC . G.5. COFFEE PERCOLATOR -- Retail G.E. ELECTRIC KETTLES with vapor Kindergarten Chrome Sets 32.50, control, Retail 19.50, 1 Retail 24.95 | 5 50 Our Price ........ °. M ly Game Our Price QuePrics......0.0.... ape 3.00 SLITS 1015 Skies 14 w 1960 GENERAL ELECTRIC VACUUM CLEANERS DELUXE VC 3-- 75.00 MODEL VC 4-- 64.90 3.65 Retail 4.00. Retail 104.50. Our Price 'Retail 89.50. Our Price ® 4 | Our Price . . 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