UBC Publications

UBC Publications

UBC Publications

The Ubyssey Jan 31, 1980

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 Residents get hetel ultimatum
Gage residents will face higher
rent if they choose to stop a plan to
convert the Gage low rise into a
Housing director Mike Davis told
about 70 residents at a Gage community council meeting Wednesday
that they must pay part of the $8 to
$10 million cost of renovating UBC
residences before outside sources
will offer financial assistance.
"We have to come up with our
own source of funds. Unless we
think of ways to help ourselves,
we'll get a deaf ear. We have to examine ways to get additional
revenue," he said.
He added a large increase in rent
at Place Vanier and Totem Park
would make them unattractive to
students. And residence food services have already proposed a 22
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Vol. LXII, No. 46
Vancouver, B.C. Thursday,January 31,1980      <^7y*'
per cent increase in costs which will
boost rents.
Davis said the only solutions to
the problem are changing the low
rise into a hotel to accomodate campus visitors or raising Gage rents
next year.
One low rise resident said Davis
showed little concern for the
students who would have to find
other accommodations if the hotel
proposal goes through.
"If you close the low rise to
students what are you going to do
for married students? You're saying
'Screw you'. Where are we going to
go?" he said.
If low rise residents cannot find
alternate accommodation, what
should they do — not go to school?
asked one resident.
"Yeah," said  Davis.
Davis is not considering the
pressing need for accommodation
for  married  couples,  said  Brian
—admond o'brien photo
"I THINK I'VE SEEN this movie before," says goldfish facing imminent destruction at hands of Jaws. Deja vu
lasted only few moments before former pet became another statistic in contest between cheeky collegians. Aggie
week will be around for two more days with more crazy events.
Rhinos find horny dilemma
What kind of person votes Rhino? Not the kind of
animal you might think.
You might suspect that a Rhino supporter would be
short-sighted and thick-skinned, like the rhinoceros
that is the party's symbol. But that isn't always the
Yvette Stachowiak is a Rhino supporter. She's 21
years old and proud of it. She wears glasses to correct
her short-sightedness, and admits to being thick-
skinned. Her friends are polite enough not to mention
it, but she grunts often and charges anything that catches her attention.
"I'm going progressively grey all over," Stachowiak
said in an interview Wednesday. "And I'm always
Some Rhino supporters are men. One 25-year-old
male Rhino, Mr. X, also has a job and refused to be
named for fear of reprisals at work. X is also shortsighted, but said he is extremely sensitive.
And he attributes his political preference to a semi-
religious experience. What converted him? "John Eh?
McDonald," said X. "We lost our political virginity
together. And it was good."
Rhino supporters come in all shapes and sizes.
Stachowiak describes her shape as "wobbly," while X
said he is definitely "ellipsoid." Stachowiak said she
wears size 7 shoes, while X's are size 9. But the differences don't stop there.
"I eat Animal Crackers for breakfast," Stachowiak
said. But X said his favorite first meal is granola with
dates and raisins.
Another rampant Rhino, Terry Asseltine, described
her shape as Rhino-weight. "I am so overweight that
when I walk, the seismologists in California worry that
I really might be the big one." And Asseltine added
she expects Ottawa's political hacks to soon hear the
sound of thundering hooves.
But the important facet of the Rhino groundswell is
the vote at the polls. Stachowiak and Asseltine said
See page 2: RHINOS
Short, outgoing Alma Mater Society president.
"You're not considering a lot of
couples that didn't get into
residences. I don't think this is the
proper way to go about getting the
money," said Short.
Another resident said the low rise
is the only viable alternative to off
campus housing.
Married couples in the low rise
could not afford an $80 per month
increase that would cover the par
tial cost of the renovations, said
another resident.
"Pay $360 a month for a one
bedroom apartment? You're nuts,"
he said.
Several residents charged that
Davis does not care about student
concerns on campus. "From the
answers you've been giving us, it
doesn't seem that you care about
what happens to the students living
in the low rise next year," one student said.
"You really don't care about the
students on campus," charged
"I know the low rise is filled up
... so if you're going to turn them
out of the low rise you're not giving
the students what they want," said
But Davis said the low rise is the
See page 2: KEEP
Returning officer
rejects proposed
UBC campus poll
UBC students will not get a polling station on campus for the Feb.
18 federal election, despite mounting pressure from students to have
a campus poll established.
Vancouver-Quadra returning officer Harold Morris refused a request Wednesday by Alma Mater
Society president Brian Short to
have a poll set up in one of the
university residences. Short said
Morris refused his request to create
a residence poll for the more than
2,000 students who will vote on
campus, and also denied a request
to allow students to vote at the
Lutheran Campus Centre poll.
"Most students say it seems sort
of dumb that we don't go to the
nearest polling station," Short said.
But Morris maintains that the
issue is over with and said he sees no
reason why residence students
should not vote at their designated
poll in the University Hill secondary
school, although the school is a
greater distance from the university
than the Lutheran centre.
Morris said that changing the poll
at this point is impossible because
notices of poll have already been
sent to voters and they could not be
notified of any changes in time for
the Feb. 18 election.
There are four polls in the university area, which has 19 polling
districts. The polling stations are
located at the University Hill secondary and elementary schools, the
Lutheran centre and the UBC extended care hospital.
Morris said students can only
vote at the secondary school and
should accept the fact and forget
about moving the poll. He said he is
fed up with wasting time on the
issue. "People are instigating the
problem for self-interest. Maybe
they're looking for brownie points.
"If an individual is so incapable
of walking that distance (up to three
kilometres), they can go to the advance poll at Walter Gage
residence," he said.
Morris said students can vote at
the Gage advance polls on Feb. 9,
11 and 12, if they can show good
reason why they cannot reach the
University Hill poll on election day.
He added there is no reason why the
returning office should consider
changing the poll structure on campus.
"It's set, it's pattern since 1974.
The whole thing is absolutely
asinine. Do students intend to request special status?"
But  students  at   Simon   Fraser
University already have the "special
status" Morris claims UBC is asking for, and have had it since 1974.
Burnaby returning office
spokeswoman Arlene Browning
said a residence poll at SFU was installed specifically to accommodate
the student vote.
Polls at both the University of
Victoria and British Columbia Institute of Technology are located
one and two blocks respectively
from their institutions. Morris,
however, said he does not feel the
polls are an important issue in student voter turn-out and claims his
revising officers have received no
complaints about the location of
the polls.
See page 2: RESIDENTS
UBC's Olympic '80 hopefuls
are finding that the road to
Moscow has more political
hurdles than they bargained for.
Talk of a possible Olympic
boycott as a protest against Soviet
intervention in Afghanistan has
caused some UBC athletes to
question their participation in the
Moscow Summer Olympics.
The situation seems serious,
Susan Sinclair, a member of the
UBC women's rowing team, said
Wednesday. "A boycott seems to
be the only thing the Russians can
Sinclair said the money slated
for sending Canadian athletes to
the Olympics should be redirected
to national teams to pay for their
participation in world champion
ships. She added she would like to
go to Moscow but said she feels
that the political situation is too
important to ignore.
Diana Harris, another member
of the women's rowing team, said
Wednesday that politics and sport
have no place together.
"However, if there's no other way
of getting our message to the Russians then the boycott could be a
last resort," she said.
Judo hopeful Tim Hirose said
he is in favor of whatever the
Canadian government decides. "I
don't really hold any strong
stands," he said.  "It would be
See page 2: OLYMPIANS Page 2
Thursday, January 31, 1980
Olympians accept fate
From page 1
nice to have an alternative games,
although many athletes don't like
this since many countries wouldn't
be there."
If the federal government decides
to withhold financial support from
the   Canadian   Olympic   team,   it
'Keep low
rise for
From page 1
most luxurious accommodation on
campus and it is unfair for couples
or groups of unmarried people to be
living there.
Short charged that the renovations are not necessary and will not
solve the problem of vacancies in
Place Vanier and Totem Park.
"That's not the big issue why
students aren't (living) on
campus," he said.
The next Gage council meeting
will examine the results of a questionnaire attempting to gauge
residents' reactions to the low rise
conversion. The questionnaire, still
circulating in the residence, so far
shows that 90 per cent of the
residents want to keep the low rise
for students, said Gage budget committee member Shane Boyd.
UBC's board of governors will
make the final decision on the housing budget at their Feb. 5 meeting.
Political leaders Dead Godsent,
Joan D'Arc and Peer What-
thehelldoyouthinkyouknow lost to
the "no" vote today.
would mean Canadian athletes
would not be able to participate in
the Olympics, said UBC men's
athletic director Bus Phillips. He
added that this would be true even
if the government chose not to
revoke the athletes' passports.
But UBC track and field coach
Lionel Pugh said he thinks that
some athletes will be able to make it
to Moscow irregardless of the
politicians' decisions.
"Both the Canadian and U.S.
Olympic Associations have enough
money to go ahead anyway even if
they send just a token elite group,"
he said.
Pugh said the Olympics will go
on anyway. "It's a political football," he said. "And the boycott
could backfire in the sense that the
Russian people will see this as a
symbol of Western imperialism and
arrogance because it's not really
clear if the Russian people know
what's going on in Afghanistan.
"If the boycott goes ahead on
Feb. 20 and then the situation in
Afghanistan stabilized with some
Russian puppet ruler then Canada
and the U.S. will look stupid," he
No decision on Canadian
athletes' participation in the Olym
pics will come before the national
teams are chosen in May, well
before the Feb. 20 deadline U.S.
president Jimmy Carter gave the
Soviet Union to withdraw from
Afghanistan. Only if the Russians
fail to comply with Carter's request
will the U.S. withdraw its delegation from the games.
Rhinos 'are
A recruiting team from Kitimat will be interviewing prospective Elementary
and Secondary Teachers at the Four Seasons Hotel in Vancouver from March
31 - April 1, inclusive. Interested applicants are requested to forward a completed resume and formal application to:
The District Superintendent of Schools,
1515 Kingfisher Ave.,
Kitimat, B.C.
V8C 1S5
on or before February 15, 1980. Check with the Canada Employment Centre
on campus for further details.
From page 1
will mark their ballots for the Rhino
candidates in their ridings.
"Basically, I'm making a protest
vote," said Stachowiak, who lives
in Vancouver-Quadra and will vote
for John Eh? McDonald. Getting a
Rhino in power is the ultimate protest against the pseudo-intellectual
bullshit perpetuated by the opposing parties.
"I'll vote for the Rhinos because
it sounds kinky."
But Mr. X will be unable to fulfill
his Rhino fantasies. He's a landed
immigrant and can't vote in the
It's probably just as well.
Residents upset with poll
From page 1
A random sampling of residents
yesterday revealed that many
students are concerned about the
distance of the poll. Fourth year
music student Ruyun Tan said she
will have to walk to the poll and
probably miss a class to get to it.
"No, I don't like the idea. I think
Joe flunks again
EDMONTON (CUP) — The man who says he taught Joe Clark
everything he knows about politics doesn't know where he went wrong.
"Why he didn't pay decent respect to the other parties mystifies me,"
says Max Baird, a political science professor at the University of Alberta.
And Baird predicted his prodigal protege will be defeated in the Feb. 18
election, with a Liberal minority taking the reins of power.
Baird and fellow professor Garth Stevenson examined the Clark government's record in a recent lecture at the university here, and Baird said he
advocates the continuance of minority governments.
"It's time Canadians came to terms with the multiple party system," he
said. "The sooner we come to think in terms of minority governments, the
better government will be."
Baird said Canadian political parties are only "marginally" different in
ideology, but added there was still a tinge of Toryism in the Clark approach .
Stevenson said he credited the prime minister for keeping the "ultra-
reactionary Tories" out of the cabinet, with the exception of treasury
board president Sinclair Stevens.
He also said Clark wisely avoided over-representing the West in his
cabinet, something John Diefenbaker did not do. But he criticized the
federal Conservatives' dealings with the provinces.
Stevenson said the Tory "confederal" view allowing the provinces more
autonomy is a "recipe for national paralysis."
they should have it right here (at
She said relocation of the poll
would definitely make it easier for
her to vote. And Totem Park resident Kerry Breck said many of his
housemates will have difficulty getting to the polls, although he plans
to drive.
"It seems with all the people
voting here we should have a poll
on campus," he said. Fellow Totem
resident Bruce Watts agreed and
said he saw no reason why a campus
poll could not be established.
"They would get a lot more
students out to vote," he said.
— Every Tuesday, at 8:00 p.m.—
Featuring . . . .
1. Feb.   5
2. Feb. 12
3. Feb. 19
4. Feb. 26
5. Mar.
4   "the WET T-SHIRT/
"This is an Inter-Faculty competition with the respective teams
receiving bonus points for:"
— Faculty donations to the RED CROSS BLOOD DRIVE
— Faculty support each night
— Mystery question answers.
 one jug full of tokens	
U.B.C. Liberals present:
PETER PEARSE - Van. Quadra
ART PHILLIPS - Van. Centre
12:30 SUB Ballroom
Authorized by the Liberal Party in British Columbia. Phone 736-2331.
Swimming Pool Managers
The Government of Yukon has several openings for persons interested in
summer employment, from approximately Mid-May to Mid-August, as
Managers of portable swimming pools in a number of Yukon locations.
Reporting to the Yukon Government's Recreation Branch and working in
close liaison with community sponsoring groups, the successful applicants
will be required to manage portable swimming pools and perform routine
maintenance tasks to ensure efficient operation of the pools, as well as
instructing Red Cross and Royal Life Saving Society courses and
introducing and implementing other aquatic and recreation programs.
Applicants must possess or be eligible for a Red Cross Water Safety
Instructor's Certificate. They should also possess a current Life Saving
Award (minimum Bronze Medallion) and be able to work effectively with a
minimum of supervision. Previous experience in maintenance and pool
operations will be an asset.
Government of Yukon will pay for transportation costs to and from
Vancouver or Edmonton.
Closing Date: February 15, 1980
Salary: $505.63 bi-weekly
Submit detailed resumes to:
Public Service Commission
Government of Yukon
P.O. Box 2703
Whitehorse, Yukon Y1A 2C6 Thursday, January 31,1980
Page 3
'Gay lifestyle repugnant'—Siddon
Prime minister Joe Clark's Conservative government has done
much for women's.rights, Tory MP
Tom Siddon said Wednesday. And
he said external affairs minister
Flora MacDonald is living proof.
Siddon, MP for Richmond-South
Delta, told about 20 people in SUB
that women should have a prominent place in government, but added women's rights are not high on
his list of policy priorities.
"I guess I come from the red
jacket school of thought," he said.
But Siddon, a former UBC engineering professor, admitted it is
"more of a burden" for women to
finance a university education.
"But when I was at university
there were just as many girls as
He added women and men
should be treated as equals and financial discrimination should be
legislated out of our society.
"My wife is very much involved
with everything I do and I'd be happy to trade places with her tomorrow."
But Siddon added he is not
opposed to discrimination on the
basis of sexual orientation and said
employers should have the right to
turn away known homosexuals.
"I don't think we can take all
rights away from the employers. If
they (homosexuals) want more acceptability publicly then I'm against
it. I find their way of life repugnant."
The whole attitude towards divorce and "free living" has weakened Canadians' moral strength, he
added. "I'm not a fan of gay rights
and I don't deny them their rights
to do what they want in private."
Siddon said he is not well informed about the Canada Student Loan
Plan but added he feels financial
support should go to the students
who need it the most.
'Disgusting1 Pit
event slammed
Some UBC women are disgusted
about the Pit's proposed wet T-shirt
and wet jockey shorts contest.
"I just don't see the purpose of
it," Valgeet Johl, outgoing Alma
Mater Society external affairs officer, said Wednesday. "I think it's
And Johl said that having participation by both sexes does not make
the event any less sexist.
A member of the AMS women's
committee said she was shocked
when she read about the proposed
contest. "I felt offended," said the
member, who asked not to be named.
"The whole idea of showing off
your genitals and breasts is sexist. It
shows a disregard for human sexuality."
And she added the boat races that
are also planned are not healthy recreation either. "I don't think we
should push alcohol in our
society," she said.
The wet T-shirt and wet jockey
shorts contest is not at all offensive,
social centre manager Graham
Smythe said Wednesday. "It's not
the person's sexual endowments
that counts," said Smythe. He added that the contest would be judged
on the entrants' talents and personality.
And Smythe said contest participants will be allowed to wear other
clothing under their T-shirts and
jockey shorts, and lewd behavior
will not be allowed.
Students an outside
group on task force
Students were not included on a
federal-provincial student aid task
force because they were considered
a special interest group, secretary of
state David MacDonald said Tuesday.
"It would no longer be a federal-
provincial task force if we allowed
outside groups on the task force,"
he told 100 people in SUB 207.
MacDonald said he would try to
keep contacts with students "as
close as possible." The task force
will also examine research material
from the National Union of
Students and other student groups,
he said.
MacDonald promised that
students would be the first group to
see the task force report when it is
prepared, but refused to give details
on how he would seek student input
during the life of the task force.
MacDonald also made several
election promises which he said will
improve the status of Canadian
He also said a Conservative
government would lower the female
unemployment rate, develop
legislation to eliminate job segregation and reduce the wage gap between men and women.
"Women are in the labor force to
stay and have the right to participate in the economic activity on
the same terms and conditions as
men," he said.
MacDonald, minister responsible
for the status of women, said the
Tories   had   plans   to   improve
women's employment provisions
for child care, parental leave, family planning and part-time work
before the government fell.
He said the program would begin
by "cleaning house" and
eliminating sexual discrimination in
all federal civil service jobs. The
federal government is currently
under investigation on several
counts of discrimination, said MacDonald.
He said after the government has
corrected the unfairness of its own
departments it would begin putting
discrimination restrictions on all
government contracts awarded to
the private sector. And MacDonald
added that the equality program
would also be implemented in the
armed forces.
"Women should be allowed to
play a more equitable role in the
armed forces."
He also promised a joint federal-
provincial employment strategy,
which would be monitored by
Status of Women Canada. "Up until recently there has been a tendency to look at solving women's problems outside an overall economic
context," said MacDonald.
He said he met separately with
each of the provinces last
September and was planning a first
ministers conference on the status
of women before the government's
"It (the September meetings) was
a real breakthrough. It was the first
time a federal minister had met his
provincial counterparts on a
province-by-pr«vince basis."
"The federal government should
be concerned about the way the student loans are structured."
The Tories plan to spend $70
million on student summer employment if they are elected Feb. 18, he
1 And he said centres of research
and development like UBC are
needed for the future. "I worked
on this university for 10 years . . .
and it was an absolute frustration to
me that we couldn't continue the
momentum of our research."
It would be a tragedy if young
Canadians had to go fight a war,
Siddon said, but added that Canada
must be uncompromising when
dealing with the Soviet Union economically and politically.
"Canada must take every economic and political initiative to face
up to the Russians. Kabul isn't
much closer to Moscow than Vancouver."
He said Canada cannot trust the
Russians and the possibility of an
attack. "This next war will be a
nuclear war and we don't want to
think about that."
— edmond o'brien photo
MORE FUN THAN barrelful of Aggies is new campus craze. Tame the Wild Administration. Entrants are expected to maintain balance for 10 seconds while coping with wildly erratic movements of mandarins pushing tuition increases, research park and hotels in residences. Most students have already gone down for count.
Rabbit joins political menagerie
The list of candidates for Vancouver-Quadra has
created a political zoo.
Peter "Rabbit" Milne, hopping in on the heels of
the Rhino party candidate, is running for the Engineering Society Party, a recent concoction of
UBC's engineering undergraduate society.
Peter Rabbit could not be coaxed out of his hutch
to comment on his campaign, but his campaign
literature urges voters to "put a hare in the House."
And in return for his supporters' votes, Peter Rabbit
promises "not to play bunny with your money."
Support for the Engineering Party is growing, EUS
president Russ Kinghorn said Wednesday. "We've
sold some 200 party memberships at 50 cents each to
engineers and people all over — even people you
meet on the street." But Kinghorn added most of the
party's  support   so   far  is  coming   from  gears.
The rabbit's campaign has even attracted some
celebrity supporters. "I'm a card-carrying member
of the ESP," Brian Short, outgoing Alma Mater
Society president, said Wednesday.
But Peter Rabbit's campaign platform is far from
funny. Unlike other fringe parties, the engineers are
taking the election seriously. "Basically our principles are pretty straightforward," states the Peter
Rabbit policy statement. "We believe in liberty,
justice and freedom of the individual to pursue his or
her own life. We seek a society in which everyone has
the opportunity to reach their full potential."
The statement outlines the party's policies on
energy, finance, foreign policy, industrial development, Indian land rights, the armed forces, the constitution and student concerns.
The student concerns policy includes promises of
$500 per month tax deduction for students, higher
salaries for summer research associates and more
cooperation with industry.
Despite its animal candidate, the Engineering
Society Party does not see itself as a rival of the
Rhino party, Kinghorn said. "We're an offshoot in a
different direction than the Rhinos.
"The Rhino party doesn't want votes — we do." Page 4
Thursday, January 31,1980
,7jsr soMMe*. i
DecteDTo ^
McMey.... ^
ft SiNOfeT
NWOuN. ^
Morris minors poll
One fine day the government of a country called Canada was removed from office, and the
word went out that an election was to be held.
And the Angel of the Bureaucrats appeared unto
them and said, "Go ye and revise the voting lists
of the land. Pay particular interest to they that
have moved, come of age, or are students in the
universities of the land."
"But thou must count thy gold coins carefully
as we knowest that this is an unwanted and unnecessarily expensive election."
The bureaucrats were sore afraid and bustled
about their duties with speed. But there was one
lowly returning officer named Harold Morris who
had arrived at the scene of the vision too late and
only heard the commandment to be frugal, and
frugal he was.
He was so frugal he did not deem it necessary
to waste the Crown's money on the frivolous
problems of students, whom he had really been
asked to help. Morris saved all kinds of money by
declining to place election advertisements in the
university's student newspaper and entertaining
expensive suggestions which could help more
students to vote.
He then sat back and smiled, thinking that his
superiors in the bureaucrat Valhalla of Ottawa
would be proud of the task their faithful servant
had been doing.
But alas, Morris' dream was shattered as com
plaints poured in about the lack of an easily accessible polling station on the nearby university.
He could not believe and did not believe the
students would not appreciate his Good Work.
The demons, however, had other ideas and
began to plague Morris. He then rose up and
said, "Begone, purveyors of treachery. Thou
wastest mine important time. If thou wishest to
vote, USE THINE LEGS." But the demons could
not be exorcised that easily and Morris was forced to consult the Good Book.
And Morris waved the good book in the air,
saying unto the students that it was not meet,
not just, not possible to establish a polling station for the mere 2,000 of them. And he spake
the wisdom of his forefathers who had not seen
fit to establish a poll on campus after a multitude
of summer elections.
The demons said the situation had changed
and more students were now on the campus, but
Morris held his ground saying that a poll had
never existed before and was not needed now.
Morris gave his final word yesterday that a poll
would not be established, although many
students say the distance of the current poll will
make it very difficult to vote. The work is now etched in stone and Morris is happy he has
satisfied his superiors by saving many gold
pieces and much of his valuable time.
Let us pray for his salvation.        	
What, me sexist?
"My wife - I think I'll keep her."
Shot of hubbie, with broad gentle smile gazing at petite
gorgeous wife. Wifey smiles back, glad of the approval and
gratefully squeezes hubbie's arm.
You sit back, wonder what's on channel 3?
Joe Handsome slips from shiny Rolls and is ushered into a wide,
plush room. Women like spirits float by, eager for the man's approval and do their best to sell their clothes. One exquisite model is
chosen and presumably spends the rest of her life in idyllic bliss
with her wonderful male provider.
Stop and think about it for a second. If you haven't been retching in the corner or reaching for the TV off knob then you probably haven't been listening.
Sexist advertising in the media doesn't draw as much fire as
violence. But only because it's not as obvious. There's no blood,
no guts in glory color spread out to shock you. There's only a subtle influence, guiding your views into the channels the advertisers
Women are presented as little more than mindless automatons
whose biggest worry is getting rid of household odors and serving
the family the best peanut butter.
Men are depicted as handsome and macho, smoking the right
cigarettes and keeping their underarms dry for that special moment.
This is absolute rubbish that people continue to swallow. Advertising presents stereotyped, paper-thin images of what people
should be like, and we lap it up like warm milk.
So the next time you turn on your favorite show on the boob
tube, don't turn your mind off when the commercials come on.
And don't just absorb those glossy ads the magazines use to
finance their copy.
It's all aimed at you. As long as you realize what they're feeding
you, you've beat the system. If you accept it without comment or
complaint, you're doing exactly what the advertisers want.
It doesn't matter if you don't buy the right detergents — you'll
probably still have "ring around the collar" anyway.
January 31, 1980
Published Tuesdays, Thursdays and Fridays throughout the
university year by the Alma Mater Society of the University of
B.C. Editorial opinions are those of the staff and not of the
AMS or the university administration. Member, Canadian
University Press. The Ubyssey publishes Page Friday, a weekly commentary and review. The Ubyssey's editorial offices is
in room 241K of the Student Union Building. Editorial departments, 228-2301; Advertising, 228-3977.
Co-Editors: Heather Conn and Tom Hawthorn
It was during the last days of the war. I remember it because ... of, fuck, I don't roally know why. But
it was like this. The. U-Biesee, wonder of the wolf-pack, had lost her conning tower and was adrift in
the South Atlantic, trying to make for Argentina. Oberteutenant Tomm Hawthorn paced the corridors
endlessly. "You are all sheep," he cried, and was silenced only when the icy Damsel of Dresden, Julie
Wheelwright, set his breeches on fire in the night. "That was quite a breach of precedent," quipped
Dave Francis. "Shut your cake-hole you non-aryan type you," snaried the Mendacious Magyar, Peter
Menyasz. "I have found a place where you can hire city editors by the hour," noted Peter Finnegan as
Erica Leiren hummed Springtime for Sanford, a tune that Glen might have written if his last name had
been Miller. "Hold it, I'm the only one here whose name is anything close to resembling that of an
Entertainment Personage of the 1940's," whined Edmond O'Brien to no one's surprise. Geof
Wheelwright and Gary Brookfieid drew lots to see who would get Hawthorn's villa in Buunos Aires.
Just the Steve McClure ran in. "Fuck all of you. Jimmy Durante dies and what do you care. Good
night, Mrs. Calabash." And Jimmy, wherever you are.
Campus gears way behind the times
reprinted from the
B.C. Professional Engineer
In the annual Lady Godiva ride,
the engineering undergraduate society of the University of British Columbia hires a woman to sit naked
astride a horse that the engineers
chastity," as Tennyson has it, even
the fact that she was holy — her
Anglo-Saxon name was Godgifu,
"gift of God" — all this made her
the ideal target for the schoolboyish
irreverence of the engineering apprentices. Boys, after all, will be
lead around the campus. While the
origins of this activity are obscure,
they appear to reside in a period in
which the unexamined acceptance
of male values in our culture made
it appropriate to exploit this easy
target of ribald disparagement.
Lady Godiva must have appealed
intuitively to earlier generations oi
engineers, sometimes sensitive to
the low status of the profession in a
world in which gentlemen did not
work with their hands. The availability of this archaic symbol of
noblesse oblige, the fact that she
was naked, the fact that she rode a
horse, the fact that she was aristocratic, at least in the prototype, the
fact that she was "clothed on with
The imagery of Lady Godiva is
ideally suited to the aggressive debunking of values held in low
esteem in the culture of applied mechanics. The horse is the archetypical image of power. Here, it is
harnessed and led by young engineers. The woman is mounted. She is
naked and helpless. Ripped as she is
from the traditional folklore: modesty mobilized against exploitation,
she is transposed in this contemporary idiom into the commercial exploitation of women as sexual instrument. The symbol of modesty
and unconventional courage is
mocked by the male students who
have rented her body for the day.
The last element of the original
charade is the infamous Peeping
Tom. Tennyson states the classic
case against him: "And one low
churl, compact of thankless earth,/
The fatal byword of all years to
come,/ Boring a little auger-hole in
fear,/ Peep'd—. . ." Peeping Tom
was blinded in most traditions, even
died in some. But the engineers'
song curiously celebrates the very
churlishness itself as an entertainingly endearing trait of boisterous
companionship: "We are!" ...
"We are!" . . . "We are the engineers!" ... in time with the goose-
step rhythm of the march. All this
powerfully evokes the dominance
incorporated in our traditional posture toward the world.
Actually, perhaps the fact that
the woman is widely believed to be a
prostitute paradoxically recommends itself: what better symbol
could there be of the culture of engineering as it is represented by our
severest critics? The celebrated
Swiss dramatist Friedrich Durren-
matt says as much in his The Physicists. But do we want to play into
their hands?
The cradle and source of the annual drollery that I have described
above is that maelstrom of creative
activity   which   periodically   dec
orates the campus trees with toilet
paper: the engineering undergraduate society.
The EUS is best known on campus for its occasional literary encyclical, the EUSlettre, better known
by both promoters and detractors
as the Red Rag. This splendid publication solicits interest in itself by
means of a mixture of adolescent
sex talk and crudely-drawn sketches
of male genitalia frequently represented discharging their functions
in a way that would not have disgraced Onan but which most contemporary men would find somewhat short of the ideals of erotica.
Its publishers defend the practice
by saying that if they abandoned it,
nobody would read the newsletter.
The EUS represents the active centre of engineering undergraduate
social activity on the campus.
Maybe the Lady Godiva ride was
a good joke once the exploitation of
women was part of a cruder and a
yet unchallenged culture of male
dominance. But times change and
sensibilities change. Our symbols
are imbued with meaning by our
current understandings. Uncle Tom
who started out as the faithful retainer has become the fawning
Many of us have come to see the
justice of the feminist case. It appears, however, that the campus engineers will be the last group to display any sensitivity to the protest of
a significant number of people who
find their out-of-date practices offensive. I wonder why it is not
enough that we do find them offensive?
Finally, if it is really true that the
practices represent only a minority
of young engineers as is sometimes
suggested, why are the majority so
passive in the face of these aggressively hostile activities? Only in a
collectivity endemically unable to
extend its understanding of images
beyond the immediately obvious
could the ambiguity of the Lady
Godiva symbol be treated with such
self-conscious indifference. I am
distressed that my profession has
still not taken decisive action to
stop these practices that denigrate
the title and occupation of engineering.
This editorial appeared in the
B.C. Professional Engineer's
January edition. Perspectives is a
column open to all members of the
university community, even if they
don't wash and smell funny. Thursday, January 31,1980
Page 5
New board reps are
mature and logical
I have always considered The
Ubyssey an amazing publication
but your issue of Jan. 25 reached
new heights in narrow-mindedness.
I am referring in general to your attitude of being against everything
and in particular to the article by
Geof Wheelwright (New board duo
is lost to lip service). The article
concerns the election to the board
of governors of John Pellizzon and
Anthony Dickinson.
You seem to operate under the
impression that every decision made
by the administrative and governing
bodies at UBC is designed with malevolence toward the students. You
attack the new board members for
stating that they intend to act like
logical, free-thinking, intelligent
adults. They intend to listen to the
issues before the board, learn the
proper procedures of board meet-
Stop worrying,
love, the bomb
In regards to the Trident article
of Jan. 29: the existence of Trident,
desirable or not, is of little import
to the security of the Vancouver-
Victoria-Bangor area. It should be
obvious that Vancouver, in its position as key communications hub for
Pacific Canada, and also as the best
harbor on the West Coast, is already a prime target.
Learn to live with that
P. Green
applied Science 1
The Ubyssey welcomes letters
from all readers.
Letters should be signed and
Pen names will be used when the
writer's real name is also included
for our information in the letter or
when valid reasons for anonymity
are given.
ings, and consider each motion before forming an opinion and before
voting. Apparently, Wheelwright
thinks this is some form of treason.
Dickinson and Pellizzon were
elected by the closest thing to a
landslide as you will ever see at
UBC, yet Wheelwright claims it is a
dark day for us all. Doesn't he realize that maybe there is a message
here? After all, we are talking about
a clear majority in the student
population. He claims that this election is representative of our campus
bogeyman, "student apathy."
Apathy. By "the clearest majority
... in the past four years."
Perhaps this growing trend is not
one of apathy, but of concern over
credibility. After all, if we wish to
be treated as adults, we must act
like adults, and not react
automatically and with unfaltering
indignation every time the governing body makes an announcement
of a decision. Don't just assume
that all students are "yes-people."'
Perhaps students just want to be
dissociated with the image of the
"no-people" that typifies your publication.
You have attacked Dickinson and
Pellizzon for promising to not jump
up and down crying "no, no, no"
indiscriminately, illogically and
without reason to every motion put
before the board. Only in your publication could people be quoted as
attempting to bring respectability to
student representation and have it
used against them.
Kevin Atherton
applied science 2
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228-3977       UBYSSEY CLASSIFIED     228-3977
Print your message on the attached form and bring it to/or mail (with payment) to
Room 241K S.U.B.
(Please print)
SC Page 6
Thursday, January 31, 1980
'Tween classes
Dr. Zack speaks, noon. IRC 1.
Robert Davidson graphics and silver exhibit, until
Feb. 3.
Lesbian drop-in, 1.30. SUB 130
Poetry reeding by Toronto poet  Ian Young,
noon, SUB 212.
Social evening,7:30io 10:30 p.m., SUB 212.
General meeting, noon. Brock Hall, Room 358.
Practice demonstration, noon, SUB lower floor.
CfcrefJan hits
UBC stump
It's time for all UBC cretins to get
a Liberal taste of federal politics in
the making. And all French-
Canadian Christians will be interested in a speech by Jean Chretien, former finance minister in
Pierre Trudeau's government.
Bringing in the heavyweights to
help out his campaign in
Vancouver-Quadra, Peter Pearse
will also speak to the masses in the
SUB ballroom tomorrow at noon,
as will Vancouver-Centre Liberal
candidate Art "Pretty-Boy"
If you think the university administration's pulling a fast one
with their 58 acre research park,
your best bet is to drop by the table
in the SUB main mall and sign a
petition asking for public meetings.
The student representative
assembly committee on the
research park is soliciting signatures
for their petition every day at noon
until Feb. 5, when UBC's board of
governors has their next meeting. If
you can't get there at noon, you
can attach your Joan Henry to the
paper at Speakeasy. Do it!
Fatter than fit?
Got more flab than fab? Less
muscle than bustle? More fat than
fit? Have we got a deal for you.
No, it won't cost you anything.
And you'll still be able to keep your
mustache or beard if you want to.
You can get involved and get fit at
the same time in a new program
that will attempt to match you with
an exercise partner.
If you can stand to build a better
body, phone David Myles at
733-9015 in the early evening. And
no, David isn't necessarily your
Important organizational meeting, noon. International House.
General  meeting,   noon.   International  House
Film entitled I Am An Old Tree on impressions of
Cuba, noon, Law 101.
Lecture by Imtiaz Rhemtulla, noon, SUB 215.
General meeting, all welcome, noon, SUB 230.
An evening of relaxing live music and bar, 8 p.m.
to midnight, Cecil Green Park.
Meeting, new members welcome, 7:30 to 9:30
p.m.. MacMillan 278.
Videotaping session, 7:30 to 9:30 p.m., Mining
Engineering Bldg.. Rm. 223.
General meeting and forum on Jews in Russia,
noon, SUB 224.
Letter writing workshop, noon, SUB 224.
Ethnic potpourri luncheon, French onion soup,
cabbage  rolls,   bagels.   Black  Forest squares,
11:30 a.m., SUB cafeteria.
Rev. Harry Robinson will speak, noon, Chem.
Spanish language evening, musica libidas can-
ciones, 7:30 p.m.. International House coffee
Lecture on Wordworth's View of Nature by
Charles Hartshorn, noon, SUB art gallery.
Planning meeting, noon, SUB 213.
Student Discounts
Big or
Small Jobs*
2060 W. lOthi
Eve. and Holidays 732-9898
Also Garages, Basements. Yards
Organizational meeting for Mann eviction-expropriation demonstration, noon, SUB 224.
General meeting, noon. International House
Dr. Friederich Liebau speaks on Crystal
Chemistry of the Silicates, 2:30 p.m.. Geological
Sciences Centre. Rm. 330A.
Jean Chretien speaks, noon, SUB ballroom.
Film   entitled   Joy   of   Bach,    noon,   SUB
Discussion on The Created Creator: the Image of
God in the Artist, 3:30 p.m., SUB art gallery.
Closing worship, 7:30 p.m., Vancouver School
of Theology, Epiphany chapel.
Winter ball dinner dance. Young Europeans
band, 6 p.m., UBC Grad Centre.
Graduate seminar on Growing Awareness and
Awareness of Growth,  1:30 p.m.,  MacMillan
Bldg.. Rm. 256.
Anglican-United Communion,  noon,  Lutheran
Campus Centre.
Regular meeting, 1:30 p.m., SUB 130.
General meeting, noon, SUB 130.
Testimony meeting, noon, SUB 117.
Fat is a Feminist Issue discussion group, noon,
SUB 130.
Campus Centre
9:00 — Eucharist
11:00 - Eucharist
7:30 — Evening Prayer
5885 University Blvd.
Don't Lose
Your Vote!
As your Liberal candidate for Vancouver
Quadra, and a professor at UBC, PETER
PEARSE is concerned that many students have
not been informed about voter registration.
To vote in Vancouver Quadra you must
register unless you were enumerated here last
Residents of UBC may register in the Lounge
of Walter Gage North Tower Residence
from 10:00 to 11:00 a.m. and from 7:00 to
10:00 p.m., January 25 to February 4.
For those who live off campus, contact the
Returning Officer for Quadra (phone 266-1394)
for information concerning the Court of Revision
in your area.
If you need further help with voter registration
contact the UBC Liberal Association in SUB
216C (phone 228-4385).
Although this campaign will be short, PETER
PEARSE will spend as much time as possible on
campus to let you know his position on all of the
issues, particularly those of concern to you.
Authorized by the official agent for Peter Pearse.
RATES: Campus — 3 lines, 1 day $1.50; additional lines 35c
Commercial — 3 lines, 1 day $3.00; additional lines
50c Additional days $2.75 and 45c
Classified ads are not accepted by telephone and are payable in advance. Deadline is 11:30 a.m., the day before publication.
Publications Office, Room 241, S.U.B., UBC, Van., B.C. V6T 1W5
5 — Coming Events
35 - Lost
85 — Typing
and find outl Thurs. 7:00 Fri, Sat 7:00 9:30
Sun 7:00
Language Night
Musica bebidas caneiones
Thurs. Jan. 31—7:30 p.m.
For more information call:
FRATERNITY BADGE cross of Sigma Chi,
gold, white and black in colour. Call Dave at
876-8466 or 224-9620.
CHAIN BRACELET Jan 5 in I.R.C. 873-8784.
PEN. Silver Tiffany pen lost Jan. 29. Reward
above value will be given. Call Wilson
40 — Messages
TYPING. Essays, theses, manuscripts,
including technical, equational, reports, letters, resumes. Fast accurate. Bilingual.
Clemy 266-6641.
YEAR ROUND expert essay and theses
typing from legible work. Phone 738-6829
from 10 a.m. to 9 p.m.
EXPERT TYPIST. Essays, term papers $.75
per page. Theses $1.00 per page. Phone
Rose: 266-7710.
10 — For Sale — Commercial
COMMUNITY SPORTS SPECIALS: Sherwood H12ROK Hockey sticks $4.95; grey
sweat pants $9.95; polyester hockey jerseys
$9.95; racquetball racquets $9.95; bicycle
panniers, $14.95; Wilson World Class tennis racquets $29.95 (strung); grey-colored
down jackets $34.95; Nike LDV Or Osaga
joggers $39.95; Waxless X-Country ski
package $79.50; and dozens of other well-
priced items at 3615 West Broadway,
11 — For Sale — Private
Very good shape $675.
and Card Reader.
Call Jack 684-3562.
15 — Found
CHAIN BRACELET Jan 5 in IRC 873-8784.
20 — Housing
3t        RESERVED
SC for
*air      VALENTINE'S
f9        MESSAGES
AS  Thursday, Feb. 14   w-
*&•       SPECIAL RATES       '•%/*
W 3 lines for $1.00 .9?
•jjf Deadline *^
^mW   11:00 a.m. Wednesday   W£
W Feb. 13th W
90 — Wanted
BADLY NEEDED: Loomis Calculus Supplementary Guide, second edition. Phone
50 — Rentals
65 — Scandals
3rd or 4th year student
who wishes to co-write a
new novel contact Gee for
information and details.
12:00 noon to 1:00 p.m.
ONLY. Weekdays ONLY.
70 — Services
FACULTY MEMBER offers board and room
with private bath and separate entrance at
low rate to responsible and relaxed person
willing to do occasional evening babysitting. Call 228-4040 or 228-4049 before four,
or 732-1576 after four and weekends.
ROOM AVAILABLE in shared house.
$150.00 per mo. plus utilities. Close to
campus. Phone 732-6865 after 4:00 p.m.
25 — Instruction
PREGNANT? NEED HELP? Call Birthright
for free confidential help. 687-7223. We
care about you.
99 — Miscellaneous
WANTED COLOR BLIND people - 10 min-
utes to have your colorvision tested. Drop
in room 14 Angus Building (Basement) or
call 228^698.
THINKINGI Learn about psychology and
get money for it by being a participant in
memory, perception experiments. Take
part in one or many studies, at
$3.00/hour. To sign up, call 228-6130 or
drop by the Attention Lab, room 204-B
Henry Angus building UBC 8.30-4:30.
WANTED: A CO-EDITOR free of all social
diseases, including colds,
upset tum-tums and temper
Sub Basement
Storeroom    is    being
cleared out
Items up for bids
Small & huge tables
Drafting table
Duplicating machines
An old boat
Solid wood doors
and other stuff
Viewing & Bidding
Thurs & Fri at noon
Successfull    bidder
must pick up articles
Sat. morning Feb. 3
30 — Jobs
85 — Typing
ATHLETIC   PERSON   required   to   teach
fitness programs. Call 327-0408.
TYPING 80c per page. Fast and accurate.
Experienced typist. Phone Gordon,
To Sell, Buy — Inform! Thursday, January 31,1980
Page 7
('Bird droppings]
The UBC ski team took top honors at Whistler mountain on the
weekend at the North West Collegiate Invitational ski meet, ensuring
a berth in the upcoming championships to be held at Mt. Bachelor,
Ore. Bruce Hilland came first in the
giant slalom, second in the slalom
and tenth in the cross-country and
was awarded the title of top skier
overall. Other winners were Rick
Crowson with a first in the slalom
and Mia Davis who clinched top
spot in women's cross-country.
*     *     «
Hugh McLellan in a Lotus Super
Seven outpowered an MG Midget
and a Turbo Capri to take top spot
in the class one division in the
fourth of a series of novice slalom
runs held by the UBC sports car
club in B-lot Sunday.
In class two, Volker Wagner clinched first place in his 1980 Corvette, while Conrad Pistner in a
Datsun 510 edged Pinto-pilot Bob
McEwan by .15 seconds to take
class three honors.
Fastest woman at the wheel was
Kathy McLellan in a Lotus Super
Seven. Next event in the series will
be held Sunday, Feb. 17 in B-lot.
Co-rec volleyball
7:30 p.m., mem gym
Men's wrestling
7 p.m., gym E
Men's soccer
UBC vs. Simon Fraser,
2:45 p.m., stadium
UBC at Arbutus bonspiel
Men's ice hockey
UBC vs. Calgary,
8 p.m., winter sports
Women's basketball
UBC at Saskatchewan
Men's basketball
UBC vs. Saskatchewan
UBC at Victoria
Canada West tourney
UBC at Edmonton
Track and field
UBC at Edmonton
Co-rec cross country
ski trip, Manning Park
Men's ice hockey
UBC vs. Calgary,
8 p.m., winter sports
Women's basketball
UBC at Saskatchewan
Men's basketball
UBC at Saskatchewan
Men's gymnastics
UBC at Cheney, Wash.
Women's field hockey
UBC vs. Tigers,
I p.m., McGregor field
JVs vs. Lomas,
2:30 p.m.. Balaclava
Totems vs. Lomas 3,
II a.m., McGregor field
Last day of registration;
women's badminton league
Mueller stars in
soccer, ice hockey
Imagine a Canuck who plays for
the Whitecaps during the off-season.
Now meet Marna Mueller who
plays forward in Thunderette soccer
and ice hockey and is current scoring leader in both teams.
Mueller, a first-year science student, leads the women's ice hockey
team with 22 goals and three assists,
while in Thunderette soccer she sets
the pace for the entire Vancouver
Women's Soccer League with 19
goals out of the UBC total of 39.
Soccer coach Joe Molnar, whose
team is in fifth place with a 3-5 record, said while Mueller still needs
work on her ball control, she is the
hardest-driving player he has on the
"Mueller together with midfielders Anita Dorner and Debbie Shaw
form the nucleus of UBC's offence," said Molnar. "Once the
midfielders forward the ball to
Mueller, she doesn't waste time in
getting a shot on goal."
Ice hockey coach Ralph Fraser,
whose team is 4-6-1 in the standings, said Mueller's skating and
shooting have improved greatly
since the beginning of the season.
"She puts forth a strong individual
effort and her competitiveness
tends to rub off on the other players," he said.
Fraser added his only complaint
is that Mueller's strong single effort
often results in her not passing the
puck enough when mounting an offensive drive.
At 18, Mueller has been involved
in athletics most of her life. In recent years she has played in the
North Vancouver Girls Ice Hockey
League since 1975, the B.C. Girls
Soccer League since 1976, and the
Mount Seymour Girls Lacrosse Association since 1972.
"Soccer appeals to me because of
the running and passing and hockey
because of the speed," said
Mueller. "I love to get out there
and fly on the ice."
Mueller said that the Thunderette
ice hockey team has improved
greatly in competition under Fraser.
"He never loses his temper no
matter how many mistakes you
make," she said. "He always lets
you know what you're doing wrong
and calmly repeats the instruction
until you get it right."
Mueller added that she would like
to see more emphasis laid on women's sports at UBC. "Everywhere
you go on campus you see ads for
the men's athletic events, but rarely
the women's," she said. "I think
the women's games should be given
equal time."
Mueller's daily regimen consists
of a three-mile run and an hour
swim at lunch time. She also attends
weekly practices for both
Thunderette teams. "I like to get
out there and sweat," said Mueller.
"My body loves it. It thanks me
every time."
Mueller, in summing up her view
of competition, said the tough part
of sports is your own attitude.
"You only get out of it what you
put in. If you face an opponent
thinking they are better, you will
never improve. The secret is to
think positive," she said.
FRI. & SAT. FEB. 1, 2-8:00 P.M.
An independent readership poll conducted for The Ubyssey has shown several types of people read The Ubyssey. Some scan the paper
looking for their own names. Student politicians and administration vice-presidents fall into this category. Such people tend to be shallow
and boring. Another group reads the ads. They are commerce students and would be lost without their calculators. Another group vociferously reads everything. They are witty and intelligent. They are also our readers. Then there is the group of weirdos who spend their
time reading silly little fillers in seven point type set inside four point boxes. They are the true adventurers, intellectuals and drug-crazed
sex innovators on campus and are invited to join their comrades in room 241k. SUB, any Monday, Wednesday or Thursday at 12:30 p.m.
Why                            '	
pay more?_	
A late payment fee of $35.00 additional to all other fees will be
assessed if payment of the second instalment is not made on or
before January 18. Refund of this fee will be considered only on-
the basis of a medical certificate covering illness or on evidence of
domestic affliction. If fees are not paid in full by February 1, 1980,
registration will be cancelled and the student concerned excluded
from classes.
If a student whose registration has been cancelled for nonpayment of fees applies for reinstatement and the application is
approved by the Registrar, the student will be required to pay a
reinstatement fee of $35.00, the late fee of $35.00, and all other
outstanding fees before being permitted to resume classes.
-^^HaIrCUT $7.00
Incl. spray, wet <£ blow dry
STYLE $11.00
Incl. shampoo, conditioner & blow dry
[    (Offer expires Feb. 29/80)     |
2105 W. 16th at Arbutus
(Beside Ridge Theatre)
12 Month Warranty
12,000 miles (Bugs Only)
"39S ond op
1505 West 3rd 731 -8171
You can engineer yourself into an exciting career
in the Maritime Command oi the Canadian Forces.
The Command is now actively seeking graduates
in engineering, science and engineering
Maritime engineers are employed throughout
Canada and overseas, both at sea and on land
dealing with today's and tomorrow's technological
challenges. The spectrum of activity is wide and
jobs such as Dockyard Production Operations
Officer, Ship's Marine Engineer Officer or Ship's
Combat Systems Engineer Officer, Project
Development Officer. Engineering Lecturer at a
Canadian or foreign Engineering School, or
managing the Naval Engineering Test
Establishment are but a few positions.
Additionally, Maritime engineers are given the
opportunity to further enhance their engineering
knowledge through post-graduate academic
studies either in Canada or abroad.
Maritime engineering is a diverse and
interesting career, a career which offers the
challenges of today's engineering, the adventure
of working on a global basis and the satisfaction
and pride of serving one's country.
For more information, contact your nearest
Canadian Forces Recruiting Centre, under
Recruiting in the Yellow Pages.
Thursday, January 31,1980
Rejecting the Hew Woman
Sex still a bestseller on Madison Ave.
for Canadian University Press
The setting: a light-grey wall.
The object: a slim brunette in a white bikini with a checkered lumber jacket swung
over her left shoulder, and a small bottle labelled Wind Drift in her right hand.
The caption: Some like it hot. The advertisement is for men's after-shave lotion.
Sexism in advertising is widely recognized.
Articles upon articles have been written denouncing the stereotypic presentation of
The puzzle is that the problem still exists;
advertisers remain deaf and blind.
"To deny that the problem exists, in fact,
is to deny the effectiveness of advertising.
For what the critics are saying is that
advertising, in selling a product, often sells a
supplementary image as well," one observer
puts it.
In the September, 1976 issue of Marketing,
one advertiser writes: "We're bombarded
with news about the new woman. But we go
on showing women as they are not now —
and possibly have never been. From what we
see in advertising, one could conclude that
women come tidily packaged and labelled:
mother, wife, broad, and loser."
A recent marketing study concludes that
advertisements are responsible for reinforcing four distinct stereotypes: that the
woman's place is in the home; that women do
not make important decisions or do important things; that women are dependent on
men and need their protection; and that men
regard women primarily as sex objects —
they are not interested in them as people.
Chantal Leduc, coordinator of Action
Feministe, says women are indirectly responsible for these prevalent images.
"Women have never reacted; therefore advertising reflects this passivity," she says.
"According to the various ads, a woman's
life ends at the age of 35. Advertisers are not
only selling their product, they're also selling
this type of ideology which is detrimental to
most women. If you look around, not many
women look like the models in the ads; but
they're always trying to achieve that magazine look, no matter what price they have to
Advertisers view the subject differently.
According to the retired president of the
Cockfield, Brown advertising agency every
ad must adhere to two fundamental rules.
The first is to attract attention; the second, to
"If a person doesn't recognize sexism," he
said, "then surely he is half dead. Of course
women are portrayed as beauty objects — if
they weren't advertisers would be wasting
their money.
"Beautiful women are used for the sole
purpose of attracting attention, but if the
message used to sell the product is not convincing then the advertiser has failed.
"The type of woman used in the ads is contingent on the product. For example, if you
are selling Laura Secord puddings you can't
very well place a sexy blonde in your ad. In
the same way you wouldn't use a 50-year-old
in an ad for cosmetics. The entire secret behind effective advertising is researching one's
target audience to find out what sells."
In Ad Age, one author writes: "Actresses
and models also contribute to the stereotype
problerp, often falling into the curler, coffee
cup, mommy, mop-wielder, supermarket
shopping cart caricatures because this is what
they felt they should look like if they were going to be called upon to play housewives."
Danielle St. Amour, school director for the
Audrey Morris modelling agency, admits
models have the power to change these
stereotypes by convincing advertisers to
modify their views.
"The advertiser," she said, "usually
comes to us with his finished ad and says he is
looking for a certain type of girl to fulfill the
character. We refer to him to a model and
then she is responsible for adapting herself to
the role. Most models, however, conform to
the traditional images.
"I definitely agree that advertisements are
responsible for the stereotype of a beautiful
woman. Men can be slobs but they want the
girl holding onto their arm to look like a
fashion model, no less."
The issue advertisers choose to ignore is
that a new breed of women has emerged,
women concerned with more than having
their wash being a shade whiter than their
neighbors, their teeth their brightest white, or
their body velvety smooth.
' The publisher of Ms magazine says:
"Women's self images are changing. A
woman now sees herself as increasingly aggressive and dominant — those admirable
qualities in a man, that if found in a woman,
used to have her instantly labelled a bitch.
Not any longer."
Sonya Sinclair, in Canadian Business,
wrote: "Today's woman works because she
has gone to school long enough to discover
she has talent worth utilizing, and is bored
with housework, tired of being totally dependent on her husband and most important
of all, she sees motherhood transformed
from a lifetime vocation to a brief interlude."
Statistics show there has been quite a
change. Women constituted approximately
one-third of Canada's labor force in 1977,
compared to 22 percent in 1956. In 1978, in
Quebec, 36 per cent of the female population
worked outside the home.
"All our models are intelligent," said St.
Amour. "Some are studying law, others
management, accounting, etc. and use
modelling as a part-time job to pay for their
studies. The dumb model is an outdated concept and one that would not survive too long
in the business today."
And perhaps the days of sexism in advertising are numbered as well. Concrete steps
are being taken to eliminate the problem. In
Canada, the Canadian Advisory Council on
the Status of Women has recommended to
the Canadian Advertising Association Board
the adoption of a new clause in the Canadian
Code of Advertising Standards, which stipulates the following:
"No advertisement shall be prepared or be
knowingly accepted, which would demean
women or result in damage to women's aspirations for a full and equal role in Canadian
society. Advertisers are encouraged to portray women positively to encourage such
Leduc, in collaboration with 11 other
women, has published a booklet called Le
Sexisme Dans La Publicite. It examines sexism in all media and includes a chapter dedicated to telling women how they can actively
voice their opinions on the topic.
Leduc says that since last year, prominent
feminist groups have been meeting every two
months with well-known advertisers to discuss methods to end this form of advertising.
"Steps are definitely being taken to end
sexism and I think one year from now, we
will see great improvements.
"I'm very optimistic that changes will occur. For one, advertisers are now listening,
something which was rare until recently. Also
more women are becoming actively involved.
"It's time to demand our rights," Leduc
says. "There's no one else who will do it for
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