FOUR MEDFORD (OREGON) MAIL TRIBUNE
: ; MEDFORDtkTRIBUNE
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Flight ro Time
Medford and Jackson County
History from the files of The
Mail Tribune 10, 20, 30 and
40 years ago.
:i0 YEARS AGO
:jan. 16. 1948 (Tuesday)
- Special program scheduled
-over radio station KYJC ob
serving the 60th wedding an
-niversary of Mr. and Mrs. J,
:S. Aldredge of 517 Beatty st.,
IMedford.
From Arthur Perry's Ye
: Smudge Pot, column: "Mer-
;chants of Sweet Home, in pro
test to long skirts worn by
Tthe fair sex, have banded to
gether and vowed to grow
-1890 whiskers."
-.20 YEARS AGO
-Jan. 16. 1338 (Wednesday)
- Sun shines in Medford and
-valley for first time since
dense foe enshrouded the
countryside Dec. 31.
M. N. Hogan elected presi
dent at a meeting of the board
:of directors of the Commun
lity Chest of Medford.
SO YEARS AGO
Jan. IS, 1928 (Monday)
A modern 10-story office
and business building may be
erected in Medford, accord
ing to Earl C. Miller whose
company erected the Medi
cal Arts building in Portland.
Two hundred young trees
have been received at the
city playground from Mrs.
Grace Nye of Cascade Gorge;
they will be planted by Boy
Scouts and Floral society.
40 YEARS AGO
Jan. 16. 1918 (Wednesday)
From "local and personal
column: "The Westerlund or
chards this winter and fall
planted 400 acres to wheat.
JBecause of the high price of
-wheat the whole valley has
"shown a big increase in wheat
acreage."
Boys as well as girls are
learning to knit in the Jun
ior Red Cross at Washington
school.
Whaf s Your I.Q.7
Nine or ten correct is superior;
seven or eight is excellent; five or
-six is good.
Z 1. Matzoth. which is served
'during the Jewish Passover,
is leavened, or unleavened,
bread?
: 2. Bible: According to Gen
esis 14 was Abraham contem
porary with Amraphel or
Sargon?
" 3. In which government de
partment is the Office of In
dian Affairs?
; . 4. "Ah," "Oh," and "Lo"
"are what parts of speech?
" 5: The next term of U. S.
President begins at noon on
3vhat date in January?
" 6. Beaufort's scale is used
$q measure the weight of
.horses, strength of wind, or
peed of ships?
I ; 7. Basking, hammerhead,
3nan-eater, thresher, tiger, and
jvhale are all names for what
large fish?
Z 1 8. What color ii claret
"wine?
9. In law, a witness having
opposing interests, is called
a e witness?
: HO. What is the .predomin
ant religion in Mexico?
: .'Answers: 1. Unleavened
tread. 2. Amraphel (Hammu
iabi. the lawgiver of ancient
Babylon.) 3. Department of
Jhe Interior. 4. Interjections.
5. January 20. 6. Strength of
wind. 7. The shark. 8. Red.,
a k j , it0cc. ifl. Roman
nu'""0
3Tnth15e.v I
They Don 't Really Trust 'Ike'
We sometimes,
many people m Oregon
and if they do take it,
We don't refer to the weekly's statistical tax
and financial reports,
to its factual and biographical coverage of the
regular sessions of the
also OK. But to its political opinions, as express
ed by the head of its political department, Ralph
T. Moore.
We don't often read
dictable, always take the same old line that
is "view with alarm" when the Democrats are in
power and "point with pride" when the Republi
cans hold sway.
But of late there has
change m this familiar, and somewhat prehis
toric, pattern.
PRESIDENT Eisenhower has now been in of-
fice for 5 years, promises to remain for 3
years more, and yet m
Voter we note that the
and solvent Mr. Moore has resumed his role as a
male Cassandra and views the future with almost
as much forboding and
years he viewed and
of the "New Deal."
How come?
The only answer we
Oregon Voter's political
Strongly Opposed to "Ike"
publicanism" as he was
Deal." He also believes
stalwarts, that the President has strayed from the
straight and narrow path of those early days
when he castigated "TVA" as "creeping social
ism.
For in the present
reviewing the 5th year of
tion feels impelled to view with great alarm as
follows:
"In review of 1957 one can but feel some un
easiness over evidence of solid entrenchment of the
socialist concept in our body politic. No nation thus
afflicted has ever survived."
"THAT is certainly rather a horrendous observa
tion regarding the G.O.P. conception of the
nresent "statp nf rho union "
present state soi tne union.
iJUt K.l.M. IS quite
inff about it
JHIS time, however,
tne past, gu uav;i. tu me eei;uiiu uciiwe ui jjuii
Run fnr its nnlitfp nl rnnfpnt.s hnt. vpnrs nnrl vpars
uf 4.i.4. t
ueuie mat, lu iiuxib uuier man mat gieau xvevuiu-
tionary hero, Benjamin Franklin.
Yes, it seems that wise, canny and resourceful
patriot following the original national constitu-
tlOnal Convention Said
people a republican form of government (with
1 n ti tt i l. l xi. !. t. it.
a small r" please) but the question was whether
the people had the character and enterprise to
kFFP ir
rm.. tt-a ii
j.jue vuu;r qune cieany uuuuus uiey uiu nave
these qualities, and seems to be sure they haven't
o-nt. tViMvi nnw '
At least The Voter
of the country, General Eisenhower not with-
cfnrlino-
SldllUlllg.
For example, Mr. Moore writes it is quite cer-
tain the Honorable Ben
. i: . 1.
were alive today, have
present set-up With Its
which must be "dislodged" IF THIS GREAT
REPUBLIC IS "TO ENDURE" as The Oregon
Voter has.
STRONG words!
A n A titT of ci TT
For it is not difficult
the changes that must
States of America, according to The Voter, is to
endure.
Commentator Moore
in detail so we can only
j i i
certain we are not iar wrong wnen we mciuae in
this list of "gaudy" and
tfio fnllnwiner
bocial security.
Old Age pensions.
unempioyment insurance.
Federal power and loans.
Farm subsidies.
Labor unions. '-
i eaerai aia to schools.
rrl 1 Li.
inert: are unuouuteuiy inure uiai aie ana-
thema and spell America s doom, according to the
Ancient Republicanism as represented by the
TT,, ..S , a j. i it. 1
Voter s political commentator, and there may be
some in the above that might be accepted by them,
not because there is any
sary in a continued program of constructive
progress, but because they are IN our accepted
r.,Tcw -F Jnmnvnm,
PRACTICAL way to get
Why? Because the
unfortunately for Mr. Moore this is still a govern
ment OF the people
But. all in all. we believe that eives a fair
picture of the "state of the
political spoKesman views
FINALLY, if wise and
m . - . .
time sizing up tne situation, we ieei ne wouia
have no more USe for
,1 i i i
ism. Liia.il ne nau iui
7 .
nnr Tr VMM vOJlrS nan
ileal IJ ww j v.-
Thursday, January 16, 1958
not often wonder how
take the "Oregon Voter
take it seriously.
which are excellent. Nor
state legislature, which are
them for they are so pre
been an extraordinary
its current issue of the
extremely serious-minded
alarm that for so many
still views the theories
can imagine is that the
mentor, is almost as
and his "MODERN Re-
to F.D.R. and the "New
with some other G.O.P.
situation Mr. Moore in
Republican administra
SeriOUS and UnCOmpriS-
The Voter doesn't, as in
j.T-i i.
that they had given the
t.- j:j i. ......
trembles for the future
Franklin would, if he
tu' it at.
as "dim a view" of the
gaudy gimmicks , ail OI
to enumerate some of
be made, if the United
doesn't enumerate them
guess, but we feel fairly
-i i i
expendable "gadgets"
JI.
belief in them as neces-
Tho nnnnnnntc caa n n
them out.
people want them and
nation" as The Voter's
it.
shrewd old Ben i ranklin
,4V. onrl crmr. o eV.rr
J 11 I
ANCIENT Republican-'
i?. j. m-
uustuiaiiuou imviam.
" '
K.W .K I
j
JT YJASS HIGH AS
Today fir Tomorrow
By Walter Lippmann
THE PRESIDENT'S
MILITARY POLICY
Measured in money, the
President's program does not
register a conviction on his
part that there
is a crisis in
is our affairs
calling for ex
t r a o r dinary
m e a s ures.
Budgets are
c o mplicated
affairs and are
not easy to in-
Walter Lippmann terpret. But
the President's
budget message gives some
figures which are enlightening
and which provide a signifi
cant measure of the Presi
dent's response to the post
Sputniks situation.
The figures are for "total
government expenditures (1)
for all procurement to equip
our forces an those of our
alhes with weaPns. shiPs
planes and (2) for
atomic energy, and (3) for all
scientific research and educa-
tion." The figures, that is to
atSTSLS'Sd'trS
mg mr men to invent ana xo
perfect the weapons. The
figures do not measure mili-
tary expenditures for pay, for
housing and construction,' for
.da clothing, recreation,
JiJter Specific respond
of the Eisenhower administra
Jjn t0 the present phase of
the race of armaments.
The over.all figures for
1957, for the fiscal year which
ended June 6U 01 last sum
mer, were $20.5 billion. For
the current fiscal year, 1958,
which win end on June 30
the coming summer, the
$2emioneFo?Themfisca
year 1959, which begins next
JuJy the figures will be
about $21 6 bmion In shQrt
the, total increase for weapons
and research will be just a
little more than a billion dol-
lars next year as compared
with the pre-sputniks year
iao'
rTtHE section of the message
- which gives these figures
is entitled, "Changes in Em
phasis." These words define
exactly the President's ba
sic policy.
The total effort for military
weapons is not to be much
greater. But the extra money
which is to be spent for mis
ses an( rented things is to
IA Jinon dollars from a cut-
back in the "older types of
wpannns nnrl pnninmpnt.
; --r-
1ITHAT is the explanation,
TT we mav ask for tho dis
play between what the Presi-
dent is asking of the country
and what, following the Gai-
ther and Rockefeller reports.
the country expected to be
asked for? The root of the
matter is, I venture to think,
a difference in military doc
iriiie,
The President's budeet rest
on the proposition that if there
not likely t0Jf total
war, or even a big limited and
localized war. For that reason,
we have in this budget the
chanses in nphaa - which
strategic deterrents at the ex-
pense of the older and more
conventional weapons. J.NOW
the amount of money that
can be spent effectively and
rapidly upon ' these experi
mental and untested weapons
is not enormously great, and
while the President's estima
tes may be somewhat less
uvless. Spent' they are
HPHE government could spend
A a great deal more on mm
tary defense if it accepted
iwu iuv.uj, v-'ii mx. vnc iiunu, a i
could spend more if the Pre
sident believed it desirable to
hnilrl nr raniHlv th oldpr
. ...
services in reaamess ior
i;;j . a it tu
miiutu vvaia, cuiu u., vu
r. - T
1 COULD REACH .'
other hand, he accepted the
idea of a large program of
shelters against radiation for
the civilian population. It is
here, I think, on these two
points, that the President has
diverged from the more or
less expert groups who are
advocating considerably larg
er military budgets.
The crucial question in this
difference of opinion is whe
ther, and to what extent, a
strategic balance of power is
deterrent. I myself believe
that this question cannot be
answered categorically and by
the mere attempt to measure
fire power. The only answer
possible is to say that strategic
deterrence will work if, but
only if, it is accompanied by
a diplomacy of accommoda
tion which is based upon a re
cognition of the realities of
the balance of power,
(c) 1958 New York
Herald Tribune Inc.
Communications
Letters to the Editor must
bear the name and address of
the writer although under cer
tain circumstances the use of a
pen name or initial for publica
tion is permissible. The Mail
Tribune reserves the right to
edit all letters with an eye to
clarification and condensation.
Letters submitted for publica
tion must not exceed 400 words.
Trade More Vital Than Aid
To the Editor: I concurred
whole heartedly with your
editorial, which I presume
you could call 'Observations
from Mars'.
I think all possibilities
should be explored and even
exhausted to reach some type
of settlement with the Russian
Leaders on this absurd arms
race between the two major
powers of the world; and be
lieve, as you do, that they are
not about to commit suicide
any more than we are.
I was distressed with Eisen
hower's pronouncement that
he would not meet with them,
particularly after stating in
his budget address to the
Congress that he would go the
extra mile, for Peace at any
time.
It appears, as Harry Tru
man says, that Eisenhower
has been told what to do all
of his life and the praetorian
guard at the White House is
writing his speeches, and as
they have been for the last
several years telling him what
to say, do and where to go
and he follows along meekly
just as he did in the Army
The largest single menace
from Russia today appears to
the writer to be not so much
the missile, Sputnik, IRBM,
ICBM field as it is in the
economic cold war offensive
We have granted, free of
charge, tremendous military
allocations to everybody from
Pakistan to Tito for landing
fields and missile based
launching pads, (which inpi
dentally we won't have for
several years) while Russia
has carefully chosen the un
committed populations of the
world such as South America
and the Malay Peninsula, plus
India and the Orient, to offer
them credits on trade. These
people need to sell their raw
materials and Russia in turn
is reaching that stage of in
dustrial development where
they can export manufactured
goods, and in making these
barter arrangements with
these countries they are com
manding their respect on a
business like basis by trading
with them.
We, on the other hand are
handing out billions free grat
is in so-called Economic Aid,
which certainly has not com
manded respect as is evi
denced by the Dulles policy,
where the United States has
sunk to a new low in inter
national prestige.
I would recommend that
the Congress re-evaluate the
entire Foreign Aid Program
and place it on a business like
basis, where we go out active
ly to trade with a profit, over
French Premier Faces Test on
First of Three Crucial Issues
By CHARLES M. McCANN,
United Press Correspondent
French Premier Felix Gail-
lard has taken the offensive
on the first of three bie is-
sues which
could bring
his downfall.
The National
Assembly, the
contro lling
house of Par
liament, start
ed a new ses
sion Tuesday.
To the sur
nrise of deDU-
Charles M. .. ,;nj
McCann llco u"""u
at once demanded a vote of
confidence on his proposal to
postpone $12 million in pay
ments to war veterans.
The vote is to be taken to
day. French political experts
predict Gaillard will survive
it largely because members
do not want a new cabinet
crisis right now. ,
To Face Other Tests
But a victory will only
bring the 38-year-old Premeir,
who took office last Nov. 5
after a 37-day cabinet crisis,
closer to two even bigger tests
of his strength.
The first is Gaillard's plan
for home rule for Algeria,
which he hopes may prove
the first step toward ending
the nationalist rebellion that
has drained French blood and
money for more than three
years.
The second is his plan for
constitutional reform, design
ed to end the incessant series
of cabinet overthrows that
have weakened France's posi
tion as a world power.
Unless Gaillard can survive
the entire world, and I am
confident that we can out-sell
and out-produce Russia and
thus command the respect of
those people with whom we
do business internationally.
Dana McBarron
Rogue River,
Ore. '
Now He's Seen Everything
To the Editor: The writer
has now seen everything and
can spend the rest of his days
in peace, witn aosoiuteiy
nothing to worry about.
Appearing on the front
page of Monday's paper was
an article stating that "The
Water Resources Development
Corp. of Denver, Colo., had
been piven a state license to
regulate the weather from
April 1 to Oct. 15, 1958"
That IS a news item extra
ordinary.
Now all that us guys on
the river have to do is get
them a license for the rest
of the year. (Possibly they
would make a special job rate
to be busy the entire year in
this area.)
Our concern about being
washed out by high water
would then be a thing of the
past. We could then just Fish
and Hunt all the time, our
minds at ease.
And look at aU the work
it would save the Reclamation
Service and the Army En
gineers. And think of all the
expensive surveys that
wouldn't have to be 'made
again. We might even get our
highway patched up again,
real good.
Awful simple ain't it? We
thought it was such a diffi
cult problem, too.
Bill Brewster,
Trail, Ore.
4-H Does It Again!
To the Editor: We aren't ex
actly sure of how to say it
but feel that it, definitely.
should be said!
4-H has done it again! This
versatile organization seems
to hit upon every imaginable
phase of training that is pos
sible for . developing young
people into worthwhile cit
izens. The 4-H group we have in
mind is one of two such
groups in Southern Oregon!
They call themselves, "The
Pacifiers" .... and truly they
are. Yes this group special
izes in child care.
At a recent social function
of our community, the Paci
ficers donated their services.
With the assistance of their
leader, Mrs. Dave Harbison,
they attended 40 pre-school
children with such ease that
many of the mothers remark
ed on their capabilities.
From the 4-p program this
group receives training in
child care skills that include
many actual hours of experi
ence as well as helpful know
ledge gained from films and
special instructions.
Since this group can re
ceive pay only by their indi
vidual 'baby-sitting' service
we would like to give them
a plug by mentioning their
names: Sandra Wallis, Con
nie Gregg, Helen Vickoren,
Rickey Meyers, Sharon Sim
mons, b n a r o n i,artwrignt,
Sharon Williams, Mar tha
Armstrong, Marjy Andrews,
Charlene Andrews and Flor
ence Oscar.
Mrs. Ed Kimmel
Mrs. Bert. E. Simmons
Eagle Point Jayceettes
Eagle Point, Ore.
votes of confidence on these
two issues, both highly contro
versial, France will have to
look around for its 25th pre
mier since its liberation in
1944.
The war veterans issue is
a comparatively minor one.
But it is a test of Gaillard's
entire financial program.
Budget Previously Approved
This program is an "auster
ity" one. It; is incorporated in
the 1958 budget. The budget
as a whole was approved by
the assembly last December.
But now it is being consider
ed in detail.
As in the United States and
other countries, any attempt
to chop down veteran bene
Matter of Fact
THE PRESIDENT'S
PROPOSAL
Washington President Eis
enhower's letter to Premier
Bulganin is not only well-
written and
forceful coun
ter - propa
ganda, it is al
so a major
state paper,
rep resenting
the kind of
basic national
policy d e c i -sion
which
Stewart Alsop oniy me pres
ident can make. The decision
is to press seriously for an
agreement with the Soviets to
eliminate the long range bal
listic missiles from the arse
nals of both sides.
That is the meaning, of
course, "of the President's pro
posal that "outer space should
be used only for peaceful pur
poses." The proposal is at
least comparable in signifi
cance to the old Acheson- Lil-
ienthal-Baruch plan for con
trol of nuclear weapons. As in
that case, nothing at all may
come of it. All the same, be
cause the President's decision
embodies a major national
policy, it is worth trying to
understand the reasoning
which lies behind it.
The proposal raises two
obvious questions. Is an agre
ement to eliminate the long
range ballistic missiles tech
nically feasible? And would
such an agreement be in the
national interest of the United
States?
rpHOSE who favored the pro
- posal inside the govern
ment (they faced bitter opposi
tion) answer both questions
in the affirmative. Their rea
soning is laregly based on the
nature of the ballistic missiles
at the present state of their
development.
In the first place, a ballistic
missile follows a trajectory
which carries it to an altitude
of several hundred miles. Any
test-firing of a missile is thus
subject to detection at a great
distance by line-of-sight radar,
as our own 'Turkish radar in
stallations, which have detec
ted hundreds of Soviet mis
sile firings, have proved. Thus
a limited number of agreed
radar installations would be
sufficient to detect any il
legal test-firings on either
side.
Obviously, this country has
no intention of agreeing
simply to cease testing mis
siles. But it is also consider
ed technically feasible to rend
er existing missiles useless.
For in the present state of
the art, both ICBMs require
an elaborate base structure.
Each base is like a small,
permanent factory, since the
liquid fuel must be constantly
manufactured on the spot.
The Pentagon has already
publicly announced the pre
cise location of our first pro
jected ICMB base, simply be
cause it will in any event be
impossible to hide the huge
Church Services
For those who are actively engaged in the work of their respective
churches, we believe that baptisms, weddings, and funerals should right
fully be conducted in the church.
These are, and should be, events of religious background and sig
nificance and their ceremonies belong in the church.
For that reason it is our policy to make no extra charge for funeral
services conducted in the church.
DAY OR NIGHT -PHONE SP 2-8030
Chapel Mortuary
Across from the Courthouse
Frank Morgan Harold Snodgrass
FUNERAL DIRECTORS
fits is certain to meet power
ful opposition.
. What Gaillard wants to do is
to hold over until 1959 the
third and final installment of
a special payment to veterans
who were prisoners of war
and also to postpone install
ments on general pensions.
No sooner had parliament
met Tuesday than protests
started to pour into Gaillard's
office by mail and telegraph.
Ten thousand veterans held
an angry mass meeting in
Paris.
But Gaillard decided to face
the issues squarely. He asked,
and got, the consent of the
cabinet to demfend an imme
diate vote of confidence.
By Stewart Alsop
installation, which will cost
in the neighborhood of $100
million.
"DECAUSE the bases are so
visible and elaborate, a
limited and manageable in
spection system would be suf
ficient to locate missile bases
on both sides. In fact, our
own intelligence already has
a rather precise idea of the
location of existing Soviet
missile bases, and once the
bases were located and dis
mantled, neither side could
threaten the other with de
cisive surprise attack, simply
because the weapons are use
less without the base.
So much for technical feasi
bility. As for the national in
terest, one point is obvious,
that the Soviets are already
far ahead of this country in
the missile field. But that is
not all. By the very nature
of the weapon, the ballistic
missiles favor a closed society
over an open society.
For a closed society, they
offer the ideal weapon of sur
prise attack. For an open soc
iety, they impose the almost
impossible requirement of an
instant, on-the-spot decision to
strike back, which is in the
nature of things almost impos
sible in a democracy. Take
our own ICBM base mention
ed above. Soviet ICBMs will
obviously be zeroed in on that
base.
Given less than 20 minutes
warning time, who is to de
cide to fire the missiles be
fore itself is obliterated? And
even if an automatic (and
most undemocratic) on - the-
spot decision is possible, will
that be enough? For in the
present state ol the art. a
liquid fueled missile requires
complex ' topping up pre
parations before it Can be
fired. These preparations
take, not minutes, but hours
rpHESE are some of the argu-
ments which persuaded
the President to make the
control of ballistic missiles
the key proposal in his letter
to Bulganin and a key point
of American national policy.
There are, as there always
are, arguments on the other
side. One such argument is
that the Soviets might secret
ly perfect air-breathing mis
siles whiph could not be sure
ly detected by radar, or solid
fuel missiles which would not
require the easily detectable
base system.
In any event, it is no doubt
unlikely that the Soviets will
negotiate seriously now that
we have, by our folly, allow
ed them to gain a decisive
lead in the missiles. Even if
they do, extremely powerful
voices will be raised in this
country, especially in the Pen
tagon and inindustry, against
any real agreement. But when
all this is said, it is still true
that the President's proposal
is a hopeful sign of reviving
initiative, after the long years
of drift.
(c) 1958 New York
Heral Tribune Inc.
In fhe Day's News
By FRANK JENKINS
What of Ike's budget?
Is it a goodie?
Or is it a baddie?
I
WOULDN'T know. But,
judging by the comment on
the wires as this is written,
it seems to be about as pop
ular as a polecat at a pink tea.
EN. Thomas White, air force
" chief of staff, thinks a
shortage of funds may put a
crack in the nation's first line
of defense the starategic air
command, upon which we
must rely until we get inter
continental missiles.
He bases his opinion on
SAC's failure to get 700 mil
lion dollars in the new Eisen
hower budget.
SO MUCI
ion
O MUCH for military opin-
must be and WILL BE taken
into consideration. Let's pass
on now to the politicians.
Farm belt congressmen say
proposed budget cuts in ag
riculture conservation and
lending programs are "unwise
and unrealistic." Rep. Jamie
Whitten of Mississippi says de
fense needs can be taken care
of by cuttting out waste in the
present defense program RA
THER THAN REDUCING
FARM AID.
AREGON'S
Senator Morse
eomDlains that the two
million dollars requested for
the Pacific Northwest's John
Day dam is "only a fraction
of what is needed."
He ads:
"This budget continues the
policy of starving federal
multipurpose development in
an attempt to force its bank
rupt partnership upon the
people who have repeatedly
rejected it at the polls."
EASTERN Oregon's Al Ull
man joins Senator Morse
in "deploring the two million
dollars John Day dam didn't
get. He says:
"We need to restore farm
markets and farm purchasing
power. We need to help small
business and encourage small
industries.
"Defense spending alone
will not solve this crisis."
OH, SHUCKS! I forgot.
There is one Pacific
Northwest senator who LIKES
the budget. He is Sen. War
ren Magnuson,. of Washing
ton, who says he is VERY
MUCH pleased with it because
it recommended 20 million
dollars for Ice Harbor dam
In Washington state.
He says he has asked for
$570,000 more in planning
funds for Lower Monumental
dam in the Columbia Basin.
AT THIS point, let's skip to
another development in
the news.
In Washington yesterday,
members of the congress,
along with federal communic
ations commission members
and r e p o rters, submitted
themselves as a guinea pig
audience for a test demonstra
tion of the new "subliminal
perception "technique in TV
advertising in which mes
sages are flashed on the
screen so fast you can't see
'em, but they are supposed to
influence you to do what the
messages tell you to do.
In this case, the subliminal
messages commanded the test
audience to BUY POPCORN.
This morning's dispatches are
vague as to the results, and
we'll have to wait for the re
ports of the popcorn sellers
to see what happened.
I
CAN'T help wishing that
instead of "buy popcorn,'
they had flashed this com
mand on the screen:
"BE STATESMEN not de
magogs." -
I f subliminal perception
could put that command over
in our congress if would be
something WONDERFUL.