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Pmgt 20 THE SOUTHERN ISRAELITE April 8, 1077
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Twsnty-ftv* ywi ago tf* Hsbrew Academy was established as the first complete efemantvy
Hebrew Day School in the Atlanta area.
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Founded with foresight to make possible the pursuit of traditional studies jointly with a superior
secular education, the Hebrew Academy is dedicated to educating the WHOLE CHILD
At tfw Hebrew Academy, each child is an individual as well as a community member. The Academy
strtves to give him the attention he needs both In his formal studies and in the development of his per
sonality so that he nny make the most of his potentialities.
Schools, Uke humans and Mass, art In constant changs: They engage in many new experiences.
When thsoe prove to be successful they are woven into the existing fabric of nr school progrwn.
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110 W .... twenty-ftv* years later, we are happy to wmounce our TOTAL EARLY CHILDHOOO
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At throe years of age (child must be three by September 30ft, also toilet trained) your child can
learn, frollcand engage In contemporary and Judaic studies five daysaweekfrom8:15a.m.tp11:30
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At four years of age your child can attend the Academy daily from 8:15 a.m. to 11:30 a.m. where
he will enjoy the modem school facility located on 12 acres of wooded land in northeast Atlanta.
At five years of age there are three options available:
Morning Session: 8:15-11:30 a.m.
Afternoon Session: 12:15- 3:15 p.m. .
Full-Day Session: 8:15- 3:15 p.m
A ' l °L* he J Acad#my chi,dr#n « W by certified teachers. The Hebrew Academy Is accredited by
the SACS which Is your assurance of not only quality leadership, but also a stimulating, challenging
academic and social atmosphere.
In order to maintain the low student-teacher ratio, we therefore urge you to contact the Academy at
your earliest convenience for an appointment. Spring registration is now In progress for grades 1-7.
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... OF ATLANTA INC
1SS2 WORTH ORUIO HILLS 'ROAD, N.E.
ATLANTA GEORGIA 3031S/ $34-7311
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ISTQOI Carl Alport
It pays to advertise in Israel
Haifa — About ten yean ago
when an enterprising local
advertising agency proposed to
feature the nude female figure
as an eye-catcher in Israel press
advertising, he had two
problems. Pint he had to find a
client who would be willing to
sponsor such a “daring” ad. And
second he would have to find a
suitable Israeli model who would
be willing to pose in die nude.
Indeed, the fint such advertise^
ment had to call upon the ser
vices of an itinerant strip-teaser.
Israeli girls had once been will-
ing to pose for Playboy
Magasine, but that had been
different from making a
business of it.
Much has changed since then,
and Israel’s advertising is today
no less imaginative or unconven
tional than the most advanced
thinking on Madison Avenue.
There’s a reason. This may be a
small country, but per capita
national income here rates us
17th in the world. It’s a small
market, but a good market, and
lots of foreign firms are In
terested in Israeli customers,
Arab boycott or no Arab
boycott.
The story of the foreign adver
tising invasion of the country is
told by Samuel Propper in a
detailed study entitled “The
Israeli Market for the American
Advertiser”.
Or. L. Paul Markey,
Chiropractor, announces the
opening of his office in the
Piedmont Plaza — 3349 Pied
mont Road. Dr. Markey
attended Indiana University
and Palmer College of
Chiropractic. While attending
Palmer, Dr. Markey was Stu
dent Assistant to Dr. David D.
Palmer, President of the Board
of Directors. Dr. Markey
received post graduate train
ing in Biomechanics and
Bioengineering, a new
procedure in Chiropractic,
developed in conjunction with
research physicists at the
University of Washington. The'
procedure utilizes highly
specialized x-ray equipment
and specific adjusting in
strumentation. “ ■■
The public is invited to an
open house Saturday, April 9,
1977, 2:00 to-fcOO p,m. - .
Paid Adverti**m*nt
The advertiser here has to
know his market if he expects
consumer response. For exam
ple, backgrounds which show
baseball or American football
won’t mean a thing here, where
soccer is the national sport.
Ethnic appeal is an important
consideration, no less than
elsewhere, but the choice is
different, .Where the, population
is divided between Ashkenazi
and Sephardi, the ad must be
careful not to limit its potential
clientele. Should the beautiful
model for a soap advertisement
look like a blonde European or
should she - have the glowing
..dark beauty of a Yemenite?
An advertisement for an
after-shave lotion in the U.S.
would appeal to the male ego,
says Propper. In Israel the ap
proach must be different. Here
most people are “sure of
themselves and an appeal to
their ego would insult them.” A
Volkswagen ad in the U.S.
emphasizes how big and con
venient the car can be. In Israel
the picture is not of the car —
but of the worker’s paycheck.
The appeal is economic; this is a
car he can afford.
Snob appeal always works.
Use of English words in a
Hebrew ad gives it distinction. A
radio commercial for a local
brandy is given with a marked
American accent and lots of
English words, and ends up with
“Yeah, Man!"
Packaged goods, domestically
produced and packed, are fre
quently marketed in containers
which have labelling in English
only. Perhaps the consumer is
supposed to think this is im
ported merchandise. Or
sometimes he is led to believe
that this is “export quality” (our
very best goes abroad) and he is
given a chance to obtain what
may be a bit of surplus. Local
laws require that every label
must contain full Hebrew
translation, and even imports
are supposed to carry the added
label.
Next time you are in Israel
step into the supermarket and
read the labels on the cans. Or
look over the display adver
tisements in the Hebrew pa
pers. You’ll get a perspective
different from that seen through
the windows of your bus.
mm
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