Chairman PRIEST. Thank you. The Chair has received another note that Dr. White of Baylor University must catch a noon plane for Waco, Tex. Dr. White, if those are the circumstances, we shall be happy to hear you at this time. I regret I have to make these changes, but I do want to accommodate people who must make transportation connections. We are very happy to have you.

STATEMENT OF W. R. WHITE, PRESIDENT, BAYLOR UNIVERSITY, WACO, TEX.

Mr. WHITE. Thank you, Mr. Chairman and members of the committee.

Mr. HARRIS. Mr. Chairman, I want to take this opportunity to say that I for one, as well as other members of this committee, welcome Dr. White here. He is president of one of the greatest institutions in the United States, a Baptist institution, Baylor University, of Waco, Tex.

Mr. DIES. Mr. Chairman, permit me to say that Dr. White is one of the great men of our State, and we welcome him here.

Mr. WHITE. Thank you, gentlemen.

Mr. ROGERS. Mr. Chairman, I want to join in the remarks that have been made about Dr. White. He is a great man. He had a predecessor at Baylor University who fought a great many battles in this cause. I refer to Governor Neff.

Mr. WHITE. Thank you.

Mr. O'HARA. May I say that although coming from southern Minnesota, sir, I married a girl by the name of White.

Mr. WHITE. Thank you very much. I appreciate very much this introduction.

My name is W. R. White, and I am president of Baylor University in Waco, Tex. My address is 3014 Maple Street, Waco, Tex. I submit this statement in behalf of the passage of the Siler bill (H. R. 4627), which bill is up before your committee for consideration on February 16.

We would like to present some grounds on which all of us agree. Everyone will accept the desirability of not drinking to excess; some of us would use a stronger concept of temperance but for the purposes of this discussion, we will think in such terms. However, all of us would use a stricter definition in regard to driving a car, flying a plane, or operating high-powered dangerous machines.

During the campaign to bring about repeal of the 18th amendment, a solemn promise was made to promote temperance, protect youth, and avoid the return of the saloon.

All of us will agree that advertising is a powerful instrument. It promotes and popularizes its product. Its purpose is to create a greater desire for that which it presents. Else the money spent is deliberately and knowingly wasted and the whole idea of advertising

is a hoax.

No form of adverstising is more unrealistic or more misleading than the advertising of intoxicants. It is glamorized far beyond what which the facts will justify. Too much truth is concealed. Adequate qualifications and safeguards are absent. Some patent medicines are

far more candid as to the dangers involved. It is a form of glaring miseducation. It is more than legitimate advertising. It is designed propaganda. Others may be guilty but the liquor business is by far the worst offender.

It ruthlessly disregards the rights and expressed wishes of many people. For instance, in Texas, as shown on this map, 142 counties have made illegal all forms of intoxicants.

(The map referred to follows:)

THE SITUATION IN Texas... LOCAL OPTION STATUS BY COUNTIES-AS OF JANUARY 1

Texas is more than one-half totally dry. If we add the 112 dry Justice Precincts to the 142 totally dry counties, Texas is actually more than 60 per cent dry.

Dry areas are flooded with liquor and beer advertising through Interstate Commerce, as well as intra-state. Residents of dry counties are urged to break the law and go against the wishes of the majority of the people through these liquor advertisements. State legislators constantly evade and ignore the demands of those seeking to protect dry areas from liquor advertising, their excuse or reason being, "We cannot regulate television, radio and other advertising from without the state and, therefore, if we regulate it within the state, we would be discriminating against state industries". The Federal government should act in this situation and act promptly for the protection of the growing dry areas of the nation.

Mr. WHITE. There are 82 partly dry counties, that is counties in which precincts are dry, or counties in which beer or wine of light content are legalized, but not hard liquors, and 30 all-wet counties. Liquor ads are beamed into all alike. There are many areas all over the United States where legislatures feel that local regulations are futile with no Federal regulation. Therefore, they fail to give help. The privacy and preference of the home are disregarded. The radio and television are becoming household fixtures in nearly every home. To these every home should have a right without having to have its children of all ages exposed to that which is highly objectionable to them. Recently a church nursery, which is conducted for the convenience of working mothers, experienced a most embarrassing scene. Someone gave the nursery a television set. The good woman in charge who usually turned it off during undesirable commercials stepped out of the room for a moment, and a visiting church leader entered while a beer ad was being rather attractively televised in song. Some of the children were picking up the refrain. The homes and church should be able to use these great inventions without being annoyed by a lot of liquor propaganda. Then everybody could enjoy radio and television without violating the conscience or convictions of anyone.

To youth, whatever is well presented in print carries weight. Whatever carries over the air, conveyed by a persuasive voice, is effective. No matter what is presented by attractive televised personalities and images, it is most impressive. No distinction is made between so-called brand versus institutional advertising.

In the student opinion survey made in the State of Texas early in this month, selected at random from students filling out the survey blank, with approximate equal representation from freshmen, sophomores, juniors, and seniors, and representing four colleges, the results on the attached student opinion sheet are self explanatory.

They were left absolutely free to fill out these forms at the dictates of their own consciences without even having to sign the statements so that they would not be intimidated.

(The document is as follows:)

What do you consider to be the effect of liquor advertising? (Check square stating your view or write in your thought in blank space left for purpose.) Does it in your opinion:

(a) Increase sales? [850]

(b) Furnish a means for reducing dealers income taxes? [408]

(c) Cause the young and uninformed to conclude that the use of alcoholic beverages is an essential feature of ordinary social intercourse? [947]

(d) Do you consider that the promotion of drinking of alcoholic beverages is a desirable social objective?

Yes [68]. No [946].

(e) What type of alcoholic beverage advertising do you consider most influential in molding public attitudes on the drink question? List in order of influence.

Television [893], radio [62], magazines [128], newspapers [18], and billboards

[82].

(f) Do you consider such advertising to be: Truthful? [105] Contains halftruths? [327] Omits any reference to their toxic qualities? [806]

(g) Do you think alcoholic beverage advertising should be: Banned by law? [633] More strictly regulated? [604] Continued as at present? [123]

(h) What effect, if any, do you consider that alcoholic beverage advertising as now conducted, has upon molding the attitude of children with respect to drinking customs? (General opinion: Leads them to believe that it is acceptable and harmless since it is advertised and many are doing it.)

(i) In your analysis do you make any distinction between so-called brand advertising, that is, the advertising of a particular product by brand name and so-called institutional advertising conducted on behalf of a branch of the liquor traffic such as that of the United States Brewers Foundation advertising beer or the Distilled Spirits Institute advertising distilled spirits without reference to the specific brand of any named dealer or manufacturer.

Yes [362] No [840].

Write below any comment not covered by questions above.

Mr. WHITE. The enormous increase of drinking among youth and all ages, the frightful increase of automobile accidents due to drinking and the horrible increase in alcoholics reveal the telling effects of propaganda through the medio of radio and television and other interstate advertising.

Chairman PRIEST. I want to join my colleague from Arkansas, as a fellow Baptist, and I want to extend my sincerest personal wishes to you, sir.

Are there any questions of Dr. White? I know he has a plane connection to make and I hope we will keep our questions brief for his sake.

Mr. DOLLIVER. Dr. White, in connection with your statement at the bottom of page 1 where you say that everybody should enjoy radio and television without violating the conscience or convictions of anyone, perhaps you can tell us something about the television broadcast recently of Mrs. Peter Marshall, where she was being interviewed by one of the great television experts of the country, and she being the widow of the late Chaplain of the Senate, was brought on the air in some parts of the country by a beer company. Do you know anything about that?

Mr. WHITE. I have seen an account of that. I think one of the witnesses will discuss that before you a little later on. It was completely without her knowledge, and she was greatly embarrassed by it.

Mr. DOLLIVER. If I understand it correctly, she was greatly outraged by that kind of treatment on the part of the network.

Mr. WHITE. That is quite true.

Mr. DOLLIVER. Dr. White, would you put the use of cigarettes in the same category as alcohol? Would you say that is a detriment to the youth of our Nation as well as alcohol?

Mr. WHITE. No, I would not put them in the same category. I don't personally use them, and I think we would be better off healthwise. It does not add to juvenile delinquency or promotion of crime or misbehavior. It does not seem to have a moral effect in that sense. I think intellectually and from the standpoint of health, it would be good to leave them alone.

Mr. DOLLIVER. There are many other things that you would put in the same category. I was wondering why you didn't include them all in this bill and not just put alcohol in by itself.

Mr. WHITE. It seems to be the most prolific in offending consciences of people and also the most prolific in producing undesirable social results.

Mr. DOLLIVER. Did you ever see a teen-ager drink without smoking? Don't they go hand in hand, Doctor?

Mr. WHITE. I would say not necessarily. But they frequently do. I would say in the majority of cases.

Mr. DOLLIVER. That is the reason I was wondering why you didn't put them in together, and put them both in the same place.

74186-56

Mr. WHITE. I don't think they are to the same degree as objectionable.

Mr. DOLLIVER. Thank you, Doctor.

Chairman PRIEST. Doctor, I am sure there would be other members who would like to ask questions, but I know you have this connection to make. We are happy to have had you present.

Mr. WHITE. Thank you.

Chairman PRIEST. The chair will recognize the gentleman from Ohio, Mr. Schenck, to insert on behalf of Dr. Lewis Berger a statement for the record.

Mr. SCHENCK. Mr. Chairman, Dr. Lewis C. Berger, superintendent of the Temperance League of Ohio, and vice chairman of the executive commitee of the National Temperance League, Inc., and I had a very pleasant and profitable conference yesterday. Due to his inability to be here in person today, he asked me to insert his statement in the record. I ask unanimous consent that it be inserted.

Chairman PRIEST. It may go into the record at this point without objection.

(The statement is as follows:)

STATEMENT OF LEWIS C. BERGER, VICE CHAIRMAN, EXECUTIVE COMMITTEE, THE NATIONAL TEMPERANCE LEAGUE, INC.

My name is Lewis C. Berger. I am superintendent of the Temperance League of Ohio. My address is 800 Brunson Building, Columbus, Ohio.

My purpose in appearing at this hearing is to point out the evil involved in one form of advertising of alcoholic beverages-the spot announcement on radio and television. Lest this be misconstrued, let me say that I represent a constituency of hundreds of thousands of church people in Ohio who are unalterably opposed to all forms of advertising of alcoholic beverages.

Parents have little measure of control over the advertising which comes into their homes. By careful checking of the logs of radio and television stations they can have some choice over what is heard. Similar choice exists with newspapers and periodicals. But they have no possibility of exercising any control over the spot announcement. They never know when to expect it. It intrudes into the home without giving any notice whatsoever of its coming. It is half completed before one can jump up from the easy chair and turn it off.

Not only does the beer-spot intrude in the living room without warning— it often chooses those times when the family is gathered together for a wholesome program. Your witness has seen beer ads flashed on the television screen during station breaks in the midst of programs such as The Parade of Roses and Peter Pan, and immediately adjacent to early evening programs designed for family viewing. He heard one beer jingle on an Ohio radio station on Sunday afternoon a split second after the Billy Graham program had left the air.

Investigation of the program log of an Ohio television station, one which has less beercasting than most others, reveals the following facts: During the week beginning Sunday, January 1, there were 2 half-hour early evening programs sponsored by brewers. One especially was an adventure-type story which would appeal to children. There were 13 beer spots during the week. Six of these were not so bad from a programing standpoint, coming at 10 p. m. or later. The other seven came early enough to be seen by at least older children. Four were 9:30 spots. One was placed between a news program and an adventure story at 7:30 p. m. Two were shown at 7 p. m., immediately preceding the most popular newscaster in the city. One of these 7 p. m. spots followed one of the most popular family-type programs this station broadcasts.

Herbert Fisher,' Director of Market Potential of the J. Walter Thompson Co., in addressing the United States Brewers Foundation convention at New Orleans last month pointed out that the brewers face a tremendous future potential in

1 Brewers Bulletin, February 9, 1956.