WEDNESDAY,
WlWORCvivTlIBUKI
"""Evaryona In Southern Oregon
o. Th. Mall Trthtimt
Published Daily except Saturday by
aa Norm fcir St.. Ph. 772-6141
HERB GREY Advertisinc Mnet
GERALD T LATHAM, Bus Mr
ERIC w ALLEN JB, Mne. Editor
EARL H ADAMS, City Editor
HARRY CHIHMAN, Teles EOiior
RICHARD JEWETT, Sports Ed tor
ten m ft ni'UfU (Unman Trill til
An Independent Newipapei
Entered ai tecond clan mattei
Iter at
bnierea mm iwunu v.- ........
Medford Oregon under Act
of
marcn o, iom
SUBSCRIPTION BATES
- Daily and Sunday 1 year Hg.W
umy ana ounudj-w
Dailv and Sunday 3 moi.
Sunday Only One year
o: i - (Moll!,
- an..t.
oy turner "u muvn
iJiily and Sunday 1 year U
Sunday Only 1 mo.
r.lr -nrf Vendors CODY
Official Paper of City of Medford
United PreBi International
JUJl UDBSCj n
U.plTelephoto Newspicturea
Advertising n,Treiil . locrtm
NELSON ROBERTS & ASSOC!
ATES OMcea in New Vnrk, Chi
; caso, Detroit, San Francisco. L01
- Angeiea. SeatUe. Portland
Denrer.
NATIONAl EDITORIAL
Member California Newspaper
Publlshera Association t
Flight o' Time
Medford and Jackson County
History from tne files of The
Mall Tribune 10, 20, 30, 40
and 50 yean ago.
10 YEARS AGO
Nov. 27, 1053 (Friday)
No date has bee set for the
habeas corpus hearing in dis
trict court tor Gerald T. Ma
comber, 30, sentenced to life
in prison from here for assault
with intent to kill.
A Stinson Reliant airplane has
been obtained by Mercy Flights
Inc. to replace a similar plane
damaged recently In an acci
dent at the Ashland airport.
20 YEARS AGO
Nov. 27, 1943 (Saturday)
Atlanta Parker NaffziBer.
John E. Ross and Arthur Powell
loimfhino ceremonies for
SS Table Rock at Kaiser Swan
l.lonH shlnvarris in Portland.
Center James Miller only
Meatoro. Hlgn ncnooi piayer u
' make first team in Mall Trib
une's annual All-Southern Ore
Ann rnnfrnr team: Find Mar
vin Doty, Tackle Ray Cascbecr,
and Back Steve uippci on sec
ond team.
30 YEARS AGO
Nov. 27, 1533 (Monday)
C. R. Bowman, Jackson Coun
ty superintendent of schools, re
ports public schools must have
state aid to continue in opera
tion. From Arthur Perry's "Ye
Smudge Pot" column: "As yet
nobody has been appointed San
ta Claus under the NRA."
40 YEARS AGO ,
Nov. 27, 1023 (Tuesday)
D. J. S. Pearce, 88, who came
to Jacksonville in 1857 to mine
for gold, dies at his home in
Medford.
Gold Hill City Council passes
resolution approving city pur
chase of Gold Hill Electric Com
pany.
50 YEARS AGO
Nov. 27, 1013 (Thursday)
Anna Held, world famous
Parisian beauty, scheduled to
appear at Medford's Page then'
ter next week.
Eddie Mensor, member of the
Pittsburgh Pirates baseball
team, and son of Henry Mcnsor,
Jacksonville, visits in Rogue
Valley.
What's Your I.Q.?
Nine or ten correct is superior
even or eight Is excellent) five or
six fs good.
1. What common nickname Is
shared by a type of oratory and
a racer
2. Under which two Presidents
did William H. Seward serve as
secretary of State?
.1. Of what race was Goliath?
4. What statue surmounts the
dome of the United States Cap-
uoi minding in Washington;
S. Two Presidents of the
United States were West Point
graduates: name them.
6. Who tried to fetch water in
a sieve?
7. When the kingdom of Italy
was established, what city was
lis capital?
8. Between which two states
does Lake Champlain lie?
9. Name the theater where
most of Shakespeare' plays were
presented during his lifetime,
10. The law requires dyed
furs to be labeled as being
dyed; true or false?
Answers: 1. Soap box. 2. Lin
coin and Johnson. 3. Philistine
4. Statue of Freedom. 5. Grant
nd Elsenhower. (. Simple Si
mon. 7. Florence. 8. New York
and Vermont. 9. Globe. 10. Trite.
4 A
WJaIsociation
NOVEMBER, 27, 1063
Attack on
Tn t.hia pniintrv. nnrl
mio rolro tnv oranfoH thai. PVfiVOne Can l'ead
some better than others,
ters and newspapers and
r tn no it nnmoa an
tional, if not intellectual,
probably more people in ine worm are imietai
than are literate.
The struggle against illiteracy is worldwide.
It is conducted by governments and by mission
aries, by priests and by teachers, by professionals
and by volunteers.
One notable endeavor was the "each one
teach one" program of reading instruction in
Moviin onri nfVior T.ntin Ampvican countries.
4T4&yWVV .umvi
where a student who learned to read pledged
himsell to teacn one otner, ana so on.
ANOTHER notable endeavor is the CAKh
literacy program, which is providing mater
ials and instruction in reading in eight nations,
m .1 y-. I L! f
with the support 01 tne uenerai reaerauon ui
Women's Clubs. The nations are Costa Rica,
Huatemala. Honor Koner. India, Mexico, Iran,
Turkey and Pakistan.
These nations are, 01 course, aoing wnai uiey
nan fnv tho prlnnatinn nf their own Deonle. but
in too manv cases the
teachers and materials.
The aim is to provide "basic educational sup
nf mpn. women and children.
mhn urnniri nthifwi'sp not.
for lack of paper, pencils,
It is a wortny aim
Lies: Black and White
How honest are you?
How honest is anyone?
John Ciardi, columnist for the Saturday Re
view, declares that complete honesty is impossible.
"Who can afford honesty?" he asks, and
adds:
"Citizens cannot afford it. Were we to give honest ex
pression to all our impulses we should be arrested in ten
minutes. And in five, if we were to publish in whole
honesty everything we think. Within society, as its pre
tensions are organized, only guile can keep us out of jail."
Tf nno miQi'i'pla with that nne TTlllst. admit that
the "little white lie" often smooths the bumps
out of social intercourse.
"p OOD to see you," says the man (while think-
ing "There's that jerk again.")
"What a lovely dress," says the woman
fwhilp tVitnlfino "What an awful hat.."1
"How are you today?" says the businessman
(while thinking "If he tells me all about his
aches and pains, I'll scream.")
"Marvplnns evenina."' savs the . denartinc
guest (while thinking "What a bunch of bores. )
"Dn nmp nrrnin snnn." savs the host ("while
thinking "Thank goodness they're leaving.")
t
THIS sort of thing, presumably, is what Ciardi
had in mind when he wrote :
"... My friends are all decent liars and I will have
no others if I can help myself. A reasonable dishonesty is
the only method of acquisition left to us, and a congenial
dishonesty is the only social nexus. We not only permit to
ourselves and to others the dishonesties that make group
living possible: we demand them and shun the honest
monster."
What, then, is the difference between the
"little white lie" that permits us to get along
with each other, and the "black lie" which we
all deplore
It would appear to be
the intent is to injure, it is a black lie. If the in
tent is to please, or to soothe, or to flatter; if
the intent is benevolent rather than malevolent;
then the lie is white.
STILL, how do you know if you can trust a per
ann urhn admits tn nn nnnnsinnnl untruth?
The answer would appear to be integrity, the
ability to distinguish between right and wrong,
and to follow the right. If you believe a man
would not lie about a matter of substance, that
is a different matter than worrying whether he
told the exact, literal truth when he said "You're
looking well this morning.
No one, certainly, can condone a deliberate,
malicious untruth. But
condemn the man who
when his wife asks him
do? E. A.
Billboards
Many people are offended by the prolifera
tion of billheads along the nation's highways.
Despite industry promises of "good taste" and
"restraint," they continue to multiply. (Witness
the once-uncluttered freeway between Medford
and Ashland.)
There have been attempts at control, but they
seldom have amounted to much.
But, according to the New York Times, there
is a chance that simple economics will change the
situation. John Crichton, president of the Ameri
can Association of Advertising Agencies, says
the outdoor medium is losing its share of the
national advertising dollar and is failing to sell
itself to the nation's ad agencies.
"Unless some drastic steps are taken," he was
quoted as saying, "the outdoor companies may
eventually have to content themselves with local
advertising."
It wouldn't hurt our feelings a bit. E. A.
Illiteracy
nai'ticulai'lv ill this state,
but all able to read let
magazines.
sfimfithinc of an emo-
surprise to realize that
programs lack funds,
learn to read and write
or even blackboards."
a matter of intent. 11
can one honestly. ()
says "Yes indeed, dear,"
if he likes her new hair
To Vanish?
"Please One Spotlight Is Sufficient"
- , ' ''hi
Communications
Letters to the Editor must bear the name and address of the writer,
although under certain circumstances the use of a pen name or initial
for publication is permissible. The Mail Tribune reserves the right to
edit all letters with a view to clarification and condensation. Letter
submitted tor publication must not exceed 400 words. The letters
printed In this column do not necessarily represent the views of tr
paper, in fact the contrary it often the case.
Editor's note: We have re
ceived a large number of let
ters concerning the assassina
tion of President Kennedy.
Space available does not per
mit their publication all at
once, but they will be printed
as space and time allow.
Many Helped
To the Editor: 1 appreciate
this opportunity to thank public
ly all the citizens of the Medford
area who helped make possible
the Community Memorial Serv
ice for the late President Ken
nedy. Thanks to all those who so
willingly accepted the invitation
to participate. Each of them con
tributed in a worthwhile way to
our common expression of the
community's feelings.
I want especially to thank
those who worked behind the
scenes whose efforts would oth
erwise escape purjlic notice.
Mayor James Dunlcvy and Com
mander R. E. Bridenstine of the
Naval Reserve helped in obtain
ing participants. Dr. Elliott
Becken and school personnel ar
ranged for the use of the High
School auditorium. Mrs. Sara
Rath moved the draped portrait
of President Kennedy from her
store window to the auditorium.
The picture was loaned by the
Eleanor Roosevelt League. Roy
al Bebb and Leonard Firman of
Commercial Printing Co. work
ed over the dinner hour turning
nut programs at the last minute,
t especially appreciate their
willingness to even accept the
difficult assignment of producing
materials up to their high stand
ards of quality under such rush
ed circumstances.
Peggyann Hutchinson of the
Mail Tribune supplied the print
ing plate of the President for the
program. Miss Hutchinson's fine
reporting of the memorial is in
keeping with the same kind of
service beyond duty which she
puts into her role as church edi
tor each week. The radio and
television stations along with the
Mail Tribune provided publicity.
The Boy Scouls of Troop 7 un
der the direction of Troopmastcr
Bob Hawkins distributed the
programs.
My special thanks to my fel
low ministers who co-operated
so fully in opening their build
ings, conducting special serv
ices and contributing their
thoughts on the community
service.
And of course, thanks to all
the people of Medford who,
along with the participants, con
tributed their sincere tribute by
their attendance at the service.
John V. Heberling,
President
Medford Ministerial
Association
Liked Cards
To the Editor: I'm stealing
away some time from my stud
ies to thank you from the bot
tom of my heart for printing my
plea for cards in your news
paper. The generous readers did
respond immediately. I think
your state is gorgeous with the
lovely mountains, streams, and
gorgeous countryside. What a
wonderful warm place to start a
future. By warm, 1 mean the
people arc warm-hearled.
1 wish I could thank each
reader individually hut my lim
ited allowance would not per
mit me to do so.
j Thanks again, dear editor,
i for your kindness!
Sheralee Rhodes
2527 Keyword! Ave
Baltimore, Md.
Why?
To the Kditor: The first tragic
day of our nation's loss found
me pondering on "Why" our
President, John F. Kennedy, so
young and vital a man. should
be taken from us by so violent
an act, assasination.
Following completely every
part of the T.V. programs this
wonderful medium of Informa-
MEDFORD MAIL TRIBUNE, MEDFORD,
i l r
tion and wonderful showing of
each event as it actually han-
pened the answer began to
slowly unfold with the assurance
that he had not died in vain,
which brought along with it a
great feeling of hope and thank
fulness, in watching the people
of the nation and their reaction,
one knew that the youth of this
great country would carry on
his work and that the prejudice
of many in the older generation
would dissolve in this great
surge of love of him and his
work. The eternal flame will
help carry on.
The great sympathy shown for
his widow, Mrs. Jacqueline Ken
nedy, and the Kennedy family,
the love of our dead President,
John F. Kennedy, could not but
make a great impact for good in
our nation and the world. The
tears Mrs. Kennedy held back
so courageously during this try
ing ordeal were shed in her be
half by many. This strength
and courage seemed "almost
unbelieveable," as was said by
one of our tireless commenta
tors. To think that the riealh of nne
man could so completely shock
and stop the normal living of
everyone throughout the nation
and world, because of the love
that was felt for him and his
family, should help us to realize
the power of sincere love and
how effective it is as it works
only for good. Then we ponder
on the great destruction of hate
sent out in this universe, which
comes back to us all indirectly
with a deadly blow to someone,
and to the many blessing we
would not want to, lose in our
great nation.
No, his lite was not sacrificed
in vain in these four sad days,
millions stopped their senseless
running and sat quietly by their
T.V. sharing In spirit the na
tion's loss and rededicating
themselves to love, tolerance
and understanding 1 of all races
and their problems.
These are the answers I re
ceived to "WHY." Also, that we
should thank God that, he has
given us this opportunity to
THINK, though in doing so, it
took one of His best from our
world. Truly these four days of
sorrow and wonderful presenta
tion of national events have been
the most impressive of my life.
The television and radio are to
be commended on the fine work
they have done.
Mrs. Max Leischner
109 N. Ivy St.
Medford
Firemen Praised
To the Editor: I would like tn
publish a big. big thank you lo
the fire department of Central
Point.
Because of their alertness and
immediate response tn a call
at my garage apartment in Cen
tral Point, I was saved an awful
disaster.
I'm sure most o( the public
that have never experienced a
(ire, have no idea how much
we really owe lo these brave,
alert men, that leave their jobs
and business to aide and protect
our property.
A thank you is so inadequate
at this time, so 1 take this op
portunity to voice my apprecia
tion and want them all to know
I'll always be so grateful.
Thclma Arnold
3585 Roberts ltd.
Medford
I Thanksgivine
i To the Editor: You should
; know that Thanksgiving is not
' just a big turkey dinner. It is
a turkey dinner with a giving
thanks prayer before it. We
should all have a Thanksgiving
, prayer before all of our Thanks
i giving dinner. Thanksgiving is
! a lot of fun too. On Thanksgiv
I ing you can have games, par
! ties and feast, and a lot of com
pany Bonnie Barklev
(Age 10)
Box 29, Eagle Point. Ore.
More Cnmmuniratlons nn
Page 4-B.
OREGON
Pressing Task for Johnson: Stilling of
Fears, Renewed Confidence in Leadership
By
PHIL NEWSOM
LTI Fnrelrn News
Analyst
A terse announcement issued
simultaneously in Washington,
Moscow and London on May 19,
1961, disclosed that the then-
President Kennedy and Soviet
Premier Nikita Khrushchev
would hold their first face-to-face
meeting some two weeks
hence in Vienna.
For Kennedy, the timing was
not especially propitious.
,vl H
The first need of the country
is to take to heart the nature
of this unspeakable crime.
There is no public crisis at
home or abroad which demands
such instant attention that it
cannot wait until we have col
lected ourselves and can pro
ceed deliberately. But there is
a searing internal crisis within
the American spirit which we
have first to realize and then to
resolve.
The American future depends
on it, and our capacity to gov
ern ourselves. What we have to
realize is that, though speech
and gossip and rumor are free.
the safety ot the Republic is at
stake when extremeists go un
restrained.
Extremists may profess any
ideology. But what they all have
in common is that they treat
opponents as enemies, as out
side the laws and the commu
nity of their fellow men.
WHAT happened in Dallas
could, to be sure, have
happened in another city. But
it must be said that the murder
of the President was not the
first act of political violence in
that city but one in a series. The
man who is now the President
of the United States was man
handled by his fellow Texans.
The man who represented the
United States at the United Na
tions was spat upon.
In this atmosphere nf political
violence lived the President's
murderer, himself addicted to
the fascination of violence in
his futile and lonely and brood
ing existence.
The salient fact about him
was his alienation from human
ity, from country, family, and
friends. Nothing within him, it
would seem, bound him to the
President or to the Governor as
human beings. No human feel
ing stayed his hand.
-
IN HIS alienation, Lee Oswald
turned to the left. But that
was incidental. Those who spat
on Lyndon Johnson and on Adlai
Stevenson had turned to the
right. The common characteris
tic of all of them was their ali
enation, the loss of their ties,
the rupture of the community.
An extremist is an outsider.
For him the Government in
Washington is a hated foreign
power and the President in
Washington is an invading con
queror. There is no limit, there
fore, lo his hatred which feeds
upon the venom of malice, slan
der, and hallucination.
In Dallas today there is much
searching of conscience, and
well there should be. For Dallas
has long been conspicuous for
its tolerance of extremists, and
for the inability of its decent cit
izens, undoubtedly the great
majority, to restrain the ex
tremists and restore a condition
of honest and temperate and
reasonable discussion.
TT WAS comforting, therefore,
A to read on Sunday that the
Mayor of Dallas. Earle Cabell,
had said that "each of us, in
prayerful reflection, must
search his heart and determine
if through intemperate word or
deed we might have contributed
' in some fashion to the move
' ment of this mind across the
brink of insanity."
We must all follow the Mayor
i of Dallas in that prayerful re
flection. For it is only too easy
to forget that in a free country
I there must be not only liberty
and equality but also fraternity.
I The only solace for the Na
i tion's shame and grief can come
j from a purge or at least the
reduction of the hatred and ven
om which lie so close to the
surface of our national life. We
have alowed the community of
the American people to be rent
with enmity. Only if and as we
if.
can Imd our wnv back into tne iy taKen into cusiouy. niter a
! American community will we ' long trial, which lasted for sev
i find our way hack tn confidence ' eral months, he was convicted
' in the American destiny. j and hanged. His defense was in
I ... ; sanity, and it was pretty well
I 'E MUST stop the flow of established that this was his real
' the poison that when men condition, but popular feeling
; differ, say. about taxes or civil i was too strong for the jury lo
j rights or Russia, they cannot j disregard, and it brought in a
be rcconci ed bv persuasion and
debate, and that those who take
the other view are implacable
enemies.
In the lighl of this monstrous
crime, we can see that in a
The position of U.S. -supported
forces in Laos had deteriorated
steadily to the point where Ken
nedy and his advisers had de
cided that a neutral Laos pro
vided the best way out of an
impossible situation.
In April had occurred the dis
astrous Bay of Pigs invasion of
Cuba.
And out of that somber meet
ing in Vienna came another se
vere test for the new President.
The Soviet leader laid down a
new ultimatum on the Berlin
and German question either
agreement to a separate peace
treaty for East Germany and
the transformation of West Ber
lin into a "free city" or the So
viets would proceed on their
Today and
Tomorrow
By Walter Lippmann
(C) 1963 The Washington Post
free country, which we are and
intend to be, unrestrained
speech and thought are inher
ently subversive. Democracy
can be made to work only when
the bounds of the community
are inviolate, and stronger than
all the parties and factions and
interests and sects.
I wish I felt certain that
the self-realization into which
grief has shocked us will endure
when we go back about our
business. The divisive forces of
hatred and ungovernability are
strong among us, and the habit
of intemperate speech and
thought has become deeply in
grained. IT IS deepened by the strains
of war and the frustrations
of this revolutionary age, by the
exploitations of violence and
cruelty in the mass media, by
the profusion of weapons and
by the presence of so many who
know how to use them.
But I do have much hope in
the healing arts of Lyndon John
son. We can turn to him with
confidence, for his great gift is
in finding the consensus without
which the American system of
government with its States and
regions, its checks and bal
ances, is unworkable.
To find the consensus among
our divided and angry people is
his historic opportunity. To re
store the. internal peace of the
United States is his unique mis
sion. That done, all else will be
manageable.
In the Day's News
By FRANK
President John F. Kennedy,
struck down by the bullet of an
assassin, has been laid to his
final rest.
Four times, in our relatively
brief history as a nation, that
has happened to us. In this
tragic record, there are some
startling similarities.
There are also some startling
contrasts.
T ET'S take another look at the
record.
In the case of President Lin
coln, there was a plot. A crazy
plot," to be sure. But there was
a plot. It appears to have been
a plot to upset the government
and bring about the separation
of the North and the South.
Simultaneously with the kill
ing of President Lincoln, Sec
retary Seward was attacked and
wounded at his home by Lewis
Powell, a fellow conspirator
with John Wilkes Booth.
The plot, of course, failed.
But there clearly was a plot
an insane plot, but still a plot.
To that extent, the assassination
of President Lincoln stands
apart from the others.
TN TWO of these assassina
tions, the assassin died within
a matter of hours.
John Wilkes Booth was cor
nered in a barn in Virginia.
The barn was riddled with bul
lets by the pursuers of the
assassin. It was then set fire
to. Booth perished.
Again, in the case of Presi
dent Kennedy, the assassin was
killed shortly after the commis
sion of his horrible deed. He
was spectacularly shot by an
other strange character for
what reason may never be
known.
TT WAS dilfcrent in the case ol
1
the assassination of President
Garfield.
The killing took place in a
railroad station in Washington.
j The killer, Guiteau, was prompt-
' vernici oi guntv.
I President McKinley was shot
on Sept. fi. 1901. in Buffalo, by
an anarchist named Czolgosz,
i who held a pistol in a bandaged
! hand and thus approached the
own and give to the East Ger
mans control over the access
routes to West Berlin..
Khrushchev also demanded a
nuclear test ban treaty on So
viet terms which included a
built-in veto over its control
commission.
In neither was he successful,
and in succeeding months Khru
shchev came to have a grudg
ing admiration for Kennedy.
Wants Another Meeting
Over the weekend, Commu
nist diplomats let it be known
that Khrushchev, disturbed by
the death of President Kennedy
and fearful of a switch in U.S.
policy, would like a meeting
with new President Lyndon B.
Johnson.
Whether or not the meeting
occurs, the possibility remains
that one ot Johnsons early
tests may come from Soviet
probing attempts to determine
both his strengths and his
weaknesses.
But this will be only one facet
of the burden suddenly thrust
upon Johnson. Throughout the
world for many months ahead
events will be colored by the
sudden change in U.S. leader
ship. - .j
When the black Africans of
Kenya wept over Kennedy's as
sassination, their was an emo
tion which swept the world. And
Strictly
Personal
By Sidney J. Harris
(c) Field Enterprises. Inc.
"FREE! NEW!"
'A highly successful advertis
ing man, in his recent autobi
ography, remarks that the two
words attracting the most at
tention and the biggest pull in
any advertisement are "Free!"
and "New!"
I see no reason to doubt his
statement, which is based on
long and profitable experience.
What interests me, however, is
that these are not necessarily
the most potent words for ad
vertising in other countries and
different cultures. What we
think of as "human nature" is
often a matter of longitude and
latitude.
When a famous American
gum company, for instance, ad
vertises its chewing gum in
England, the ads (which I have
seen) take an entirely differ-
JENKINS
President without being sus
pected. He was shot Sept. fi, and died
eight days later. His assassin
was tried in Buffalo and con
victed. On Oct. 29, he was
hanged.
In both cases, the trials
dragged the public again
through all the griefs and all
the anger and hatred aroused
by the killings.
nPHE killing of President Ken
nedy's assassin is too fresh
in the public mind to call for
repetition nf the details of the
fantastically strange shooting
that climaxed the assassination.
About all we know of it is the
bare fact of the shooting of the
assassin. The motives are as
yet unknown.
Perhaps it is just as well
although it is generally re
gretted because it leaves the
motives of the assassin shroud
ed in mystery. If he had lived
and had been duly tried for mur
der, perhaps useful knowledge
as to how he came to do what
he did might have been dis
closed. But again the country would
have been dragged through a
long trial as in the cases of
President Garfield and Presi
dent McKinley.
"Losing doesn't bother me. but
1 they become
' '' ' iT' " UITU UIGOE I.
pan ot u, wneuier or not in
tangible form, was fear which
came from the knowledge that
for however brief a period of
time, the leading nation of ths
free world itself stood leader
less. In effect, it was creating a
worldwide1 crisis of confidence.
But at the-same time, West
German leaders felt It neces
sary to reassure Germans that
there would be no change in
U.S. policy and to remind West
Berliners that Johnson himself
had pledged to Berliners "our
lives, our fortunes and our sa
cred honor."
As Britain approaches its gen
eral elections, a campaign
which was to be based primar
ily on domestic issues already
is taking a turn as Britain stud
ies anew its future role in world
affairs and its relationship with
the new President.
in France, the passing of
President Kennedy undoubtedly
will reinforce President de
Gaulle's determination to re
main in office at least until 1970
in order to preserve for the
West an image of unchanging
leadership.
From South Vietnam to New
Delhi, and from Moscow to
Paris, a pressing task for the
new President will be to still
the waves of fear and prevent
a crisis of confidence.
ent tack from those in America.
They appeal to British decorum,
good taste, and the deeply
rooted fear of giving offense.
"Refreshing" may be the word
lo American chewers, but "re
spectable" is the keynote of the
British campaign.
Likewise, when an American
razor company displayed its
product shaving the fuzz off
a peach to German consum
ers, it was greeted with a
mixture of laughter, derision
and puzzlement. The literal
Germans simply never have
the slightest desire to shave
the fuzz off a peach.
"New" may be the oper
ative word in American adver
tising, but most European
nations still prefer the old.
the trustworthy, the reliable,
and look upon highly-touted
Innovations with great du
biety. They want lo know
whether a product wilt do its
job welt for a long time, not
whether It was given birth
yesterday by some feverish
brain eager for fast returns.
Incidentally, the best adver
tising campaign in America
In the last 10 years, for the
Volkswagen automobile,
shrcdly adapted these Euro
pean standards to American
needs, and indicated that even
in our own country many
people are less beguiled by
novelty and chrome than by
rugged honesty, dependability,
and common sense.
I also have some lingering
doubts . about the puissance of
the word "Free!" in so many
ads. My 8-year-old boy will tear
out any such coupon and send
it away, and I suspect that mil
lions like him do the same
which gives the advertiser a
good statistical record, but the
purchasing power of 8-year-olds
is scarcely overwhelming.
On balance, however, there
is no question that "Free!" and
"New!" have done their work
well in the recent past. As a
nation, we are prone to take
delight in novelty for its own
sake, and we still retain a naive
faith in something for nothing.
But in the long run, we must
ask whether these appeals tn
greed and curiosity do not de
feat themselves.
my folks lake It so erlonly
nnglaed!"