Indianapolis Times, Volume 45, Number 288, Indianapolis, Marion County, 12 April 1934 — Page 11

APR1L,12,1934

Beauty Era ' Proves Boon to Business Installation of Mirrors by Subway Cited as Proof. BY GRETTA PALMER Tims Spffial Writer NEW YORK. April 12.—The independent subway system has discovered that women like to primp. Its income has been increased some 200 per cent by the installation of mirrors. Woman's desire to be as lovely as a siren, if possible, is one of the mast important industrial factors of our time. The gigantic cosmetics industry could not exist except for it. Much of the advertising business of the world

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would disappear if we all became reconciled to being frumps. The dressmaking and piillinery and facial massage firms would wilt and pass away. It is an impulse which any business man must view with respert. You might imagine that the universal desire to stay young and

Miss Falmor

beautiful was as old as an impulse among women as hunger. But you would be very wrong. There was a period—and not so remote a period, either when young girls were lectured at length on the wickedness of "vanity.” The use of makeup in those days was a shameful and secret practice. The wearing of any dress too obviously designed to allure was regarded as the mark of a huzzy. A girl, if she was still unmarried, was expected to attract her swains by emphasis on the godly and spirited virtues she possessed. Anything more frivolous was nothing but an incentive toward impure thoughts. And a married womanwell, a married woman was expected to wear a cap and rustle sedately about in low-heeled shoes Sand dresses that swept the floor, to put net and herringbone necks in her low-cut dresses and keep her eyes cast down. It was the obligation of every respectable matron to be dowdy. And lhat—believe it or not—was the attitude common to most of the women of the past. It is true that rouge pots and eye shadow' have been found in the ruins of remote civilizations. But they were, in most cases, the possessions of women of shady character. Beauty, until today, has been looked at somewhat askance and the artificial encouragement of beauty has been Viewed as downright sinful. Our grandmothers and their grandmothers, after all, had a very drab time of it. Most of the gay and frivolous things of life were denied them as smacking of impropriety. It was not their business to charm their husbands; it was their duty to give him as many heirs as possible. They held their men close *to their sides by reminding them of their duty to be faithful and not by any effort to make them want

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Inclosed find 15 cents for which send me Pattern No. 221. Size Name Street City State

GMART as it is cool and comfortable is this admirably fashioned house frock, which can be made in handkerchief linen, gingham or your favorite cotton print. It is designed in sizes 36 to 52, size 46 requiring 4>i yards of 35-inch fabric plus 2-3 yard contrast. To obtain a pattern and simple sewing chart of this model, tear out the coupon and mail it to Julia Boyd, The Indianapolis Times, 214 West Maryland street. Indianapolis, together with 15 cents in coin.

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THE INDIANAPOLIS TIMES

Aid Sought for Youth Film Series Group From Twenty-one Clubs Opens Campaign. The Youth Movies Association began a drive this morning for additional patrons for its series of selected motion picture performances for children at 3; 30 on Fridays at the Ritz theater and at 10:30 on Saturdays at the Uptown theater. The organization, composed of representatives from twenty-one women's clubs, already has presented three programs of the series. This week the program will include a Silly Symphony. Our Gang comedy, nature film, travel picture, news reel and other short subjects. Among the women joining the drive to acquaint others with the project are Mesdames Roy Churchill, Carleton Herberger, Charles A. Huff, Lehman Dunning, Clifton O. Page, Gretchen Welliver, J. Paul Lahr, Stanley P. Hayes. Jack Berman, Guy Wainwright, Charles Nugent. Paul Hurt, Norman Beatty, Woodruff Randolph, William Rowland Alien, Ralph Lieber, Marshall Dale, Meredith Nicholson Jr., Alvin Rasmussen and A. L. Fesler. Others are Mesdames William Collins, G. M. Garrett, Fritz Schaefer, H. Irying Reynolds. Lee Wood, Laurens Henderson, Herbert Brooks, Allen Greer. George Swaim, Evard Palmer, William Ellison, Lazur Goodman, Sam Goldstein, Genevieve Wells, J, Jerome Littell, Thomas Harvey Cox, Clarence Blakeslee, Herman Rinne and Harold D. Robinson. Club to Meet in Tipton Indiana Woman’s Democratic Club will hold its spring luncheon j and meeting Tuesday in Tipton. Bus reservations are to be made by toworrow with Miss Sara Henzie, 1907 North New Jersey street. Business meeting will be held at 11 and luncheon at 12:30.

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A Womans Viewpoint

BY MRS. WALTER FERGUSON

THE particular male group known as our Great American Sportsmen is gunning for this columnist; hence, after one more fling, I'm hiding out for the season. With the usual last word generally accorded one of my sex, I must call their attention to the fact that they're going about under an assumed name. The dictionary proves it. My Funk & Wagnalls, for instance, gives three definitions for "sportsman:” "One who indulges in field sports; one who hunts big game: a participant who competes fairly, playing the game for its own sake and not necessarily lor the prize awarded.” Without quibbling we can agree that, according to its immemorial meaning, the word signifies one who at all times deals fairly with his foe. And to speak, let us say, from the point of view of the wild duck, these men are hunters, not sportsmen. The bird never has a fair chance at their hands. They hide out in a blind, covering them-

Daily Recipe SHORT RIBS OF BEEF EN CASSEROLE 3 pounds short ribs 6 small onions, chopped 1 carrot U tablespoons fat 2 cups canned tomatoes 5/2 cup rice Salt and pepper Melt the fat in frying pan, add onions and beef and brown well. Put into a casserole. Mix rice, sliced carrots, and sugar, and pour over the beef. Add enough hot water to cover all ingredients, cover and cook ii a slow oven, 300 degrees, for about three hours.

selves with hay or straw or some such camouflaging material, and By means of an artfully concealed weapon, about which the duckpoor witless bird—knows nothing, they shoot. True sportsmanship vanished from the earth with the invention of the gun. Neither the lion nor the elephant nor the deer gets fair play when pursued by any two-legged animal with a gun which can carry death from afar off. My contact with sportsmen has been long and close and friendly. The typical ones are small boys with inflated ideas of their prowess in field and stream. They dearly love to visualize themselves as kindly, tolerant, tender-hearted beings-r-and so they invariably are, save to the game they hunt. I've sat with them in their blinds and in their company tramped the hills and meadows in search of quail and plover, and I have yet to meet one who. if meat was shv, could resist the temptation to fire both barrels in a huddled bevy of birds in a thicket, or to take a ground rake on a bunch of mallards.

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L.S. AYRES&CO. u from the Sports Shop! Acetate Dresses The Most Popular Late Spring and Summer, Smart-to-W ear, Easy-to - Launder and Slick-to-Iron Fashion There Is! $6.90 Sizes for Women and Misses! Pastels! Whites! Smart Stripes! Sports, Business, Travel, Daptime Styles! ACETATE is a celanese fabric. It looks like silk jersey, though it has a heavier up-and-down rib and much more body. Delightfully cool to wear, they’re smart any time of the day and are intensely wearable! Beautifully made in the desired tailored styles. A. Shirtwaist type Acetate B. Plain color Acetate dress dress in small stripe with in pastel color. Doublepolo shirt top. Bright breasted, turn-down col- ,, , , lar and wide pointed reaccenting marble - like vers make it very s , pn _ buttons. Extra special, derizing. Extra special, * $6.90. $6.90. AYRES’ SPORT SHOP—THIRD FLOOR Ayres Spring Festival Sale of Headline Hats for Late Spring and Summer Rough Straws! Smooth Straws! Dull Straws! Shiny Straws! Summer Fabrics! Cartwheels! Breton Sailors! Straight Sailors! Up-in-Back, Down-in- Whites! Grays! Front Brims! Shallow Pastels! Browns! Crowns! Saucer Brims! Navys! All the Blues! Headsizes for Women and Misses! AYRES’ MILLINERY SHOP—THIRD FLOOR

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