PAGE THREE
PUT FEET ON DESK ADVERTISING BEST
FOR BRAIN WORK IS TO FIGHT POLITICS
Penney's
ADVICE OF SCIENCE
INDUSTRYJS TOLD
Bruce Barton Sees Business
and Politics in War for
Leadership of American
People Story Untold
Experiments Show Mind
Works Faster When Blood
Has Chance to Flow
MEDFORD MAIL TRIBUNE, MEDFOKD, OREGON, THURSDAY, DECEMBER 5. 1035.
AMA7INC3 Wat5!?!W
Big Lunch Slows Thought
Dy HOWARD W. BLASESLGE
Associated Prrsa Science Editor
HAMILTON, K. T., DM. . (AP)
Justification for the man who like
to work with his feet on hi desk
was suggested today In experiments
at Colgate university showing that
feet higher than the head posture
speeds mental work.
He may be taking an easy way to
get more blood to his brain.
A few months ago Dr. Donald A.
Laird, Colgate's professor of psychol
ogy, found that office workers slowed
down mentally after a heavy lunch
more than after a light one. He sus
pected the explanation might be that
the digestive process was drawing
blood from the brain.
Try Thinking on Cot
To test this, he had six young men
assigned to mental arithmetic while
.lying on cots, alternately tilted so
that their heads were a foot lower
than their feet and a foot higher.
They made 100 successive mental
additions In each position. With
heads low they were 7.1 per cent fast
er and 14.1 per cent more accurate
The erect position of human be
ings," said Dr. Laird, "apparently gives
them a moderate perpetual handicap
of cerebral anemia, a handicap which
many probably accentuate by unwise
eating while mental work la to be
done."
Statue Cited
Dr. Laird suggested Rodin's statue
of the thinker, with bowed head,
. might be a natural gesture of escape
from this handicap.
"Some of the implications." he ex
plained, "are profound. The superior
size and structure of the human brain
may be an evolutionary over-compensation
to make up for this slowing
and the Inaccuracy the upright po
sition brought in Its wake.
"Sleep Itself may be more impor
tant for man than for the higher
animals because the horizontal posi
tion permits an Increased blood flow
through the brain."
MRS. VANDERBILT
TO APPEAL CASE
NEW YORK, Dec. 6 fp) The bit
tor legal battle of Mrs. Gloria. Morgan
Vanderbllt to regain custody of her
12-year-old daiighter Gloria, heiress
-to a $4,000,000 fortune, appeared
headed today for the highest court
In the land.
Mrs. Vanderbllt's attorneys an
nounced her decision to appeal to
the United States supreme court lest
night after the state's highest court
refused to hear her appeal from a
lower court ruling which denied her
guardianship of the child.
For about a year, little Gloria has
been In the custody of her aunt, Mrs.
Gertrude Vanderbllt Whitney, under
an order of a lower court which heard
Mrs. Whitney's witnesses accuse Mrs.
Vanderbllt of improprieties ?4id of
being unfit to care for the child.
Later, the appellate division exon
erated Mrs. Vanderbllt of misconduct,
but ruled ahe waa guilty of "persist
ent indifference 'toward the child
NEW YORK, Dec. 8. ( AP) Pictur
ing business and politics aa rivals for
the leadership of the American peo
ple Bruce Barton, nationally known
sales consultant, urged Industry to
day to choose advertising as Its
weapon for the conflict.
In an address prepared for deliv
ery before the Congress of American
Industry, in conjunction with a con
vention of the National Association
of Manufacturers, Barton said:
"Fundamentally, the people of the
United States think they should haw
a better life, more comfort, more se
curity, more opportunity, more hope
May Choose Method
"What they are likely to do Is tu
make a choice between Industry anc
politics as to the easiest method of
achieving all these benefits.
"Industry and politics, at the mo
ment, are competitors for the confi
dence and favor of the same patron
the public."
Pointing to the accomplishment
of the automobile, farm implement.,
electrical and steel Industries as ex
amples of the benefits of busings
leadership, Barton salld: "We have n
story to tell, but we do not tell It.
"We have great benefits to confer
upon the people If they will give u:
the opportunity, but we must per
suade them that we are more reliable
than the politicians: that we wli!
work for them more cheaply and with
more satisfaction."
Should Tel! Story
Barton then asserted: "This story
should be told with all the imagina
tion and art of which modern adver
tising Is capable."
Politics, he said, "has no such con
vincing and persuasive story as this.
the telling of It genuinely, consist
ently, continuously. Is your surest
path to victory in the competition."'
He warned, however, that "mere
opposition and criticism are not much
good. Attacks on the motives of our
political competitors will not avail."'
He advised Industry for 1936 to
"spend half as much time with our
lawyers trying to circumvent the pol
iticians, and twice as much time with
our sales managers and advertising
agents seeking to make ourselves
popular with the boss of the politi
cians the public."
Schilling
falling
Yoivder -i
Jl made with
m Cream Tartar
1
ft
I can run fast and I
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cause my Mother
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what I like ...
Pure, Pasteurized
MILK
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203
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203
Body Found
FLORENCE, Ore., Dec. .5 (AP) The
body of Royal Putman, 4, missing
two days, was found in a cabin near
his shingle mill here. His wrists and
throat were slashed.
M. ' , "
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