Daily capital journal. (Salem, Oregon) 1903-1919, 1915-03-05
ENCLAND'S ARMY
RAISED QUICKLY
BY ADVERTISING


NSontlnued from page one)
that this phrase was to apear ON post. |
ers and billboards, everywhere. The
puolie read the newspapers and watched |
Tor the posters, The phrase ait the
English mind xactly in the center. The
seven words became a watcherv.
And then lie Bas set out o.l a terri. |
me advertising plan. He followed Eng. |
llSh public opinion. He kept his nerves
raw to English feeling. Lord Roberts
died at the front.
Lord Roberts did his duty. Will
You do yours!" was thundered in the
newspapers and on the billboards, even
while the public attention was still
liked ON the cd hero S death,
When some English ships had been
sunk lie Bas knew that there would be
flntter of worry in the English mind.
And so he put out this message, through
the press
Britain S strong arm and yours will
carry us through. "
The messages were to the masses,
WhaJ about the employers whose busi.
nesses might suffer by letting their
men go. Le Bas handed these thoughts
to them, in one huge blast, in the even.
ing papers:
Is there some man serving YOU,
customers who ought to be serving his
country?"
Is there some man preserving yoEr
game who ought to be preserving theI
comtryl"
These two queries were punches.
Land owners and employers wrote to the
newspapers in which the advertisements
had apearedp saying that they had ney.
err looked at the matter in this new
light.
"Of course they hadn t. said La
Bas. g In effect, that S what adveris.
ing is supposed to make a man do. "
Then came boastful period in Eng.
lish thought. lie Bas was equal to il.
, The public must not get the idea in its
head that everything was all right.
" We shall win, but you must help, I"
replied lie Bas, in display type.
Wlen the soldiers letters began to
come fron the front and England was
dotted with proud homes and neigh
borhoods, LIE Bas sensed the feeling.
" You re proud OF your pals in tae
: army, Of course, but what will your
! pals think of you!
And then there was a display ad,
showing soldier slhoetted ON a hill,
r holding his rifle
Are you content for him to fight
for .}oul Why don I you do your bit ~
i asked the advertisement.
r Everyone of these advertisements
hammered away at the public opinion
of England just as the German guns
i had hammered away at the fortifica.
U tion Of Liege. 1T was a hammering
+ that Kitchener didn t understand. His
e soldier ears didn t catch the explosion.
g in this psychological cannonadng. Hi,
y military senses didn't feel the yibra
y tion Of the crashing walls of persona
l. inertia. Recruits were coming in to,
r. slowly CONSUMPTION was talked abut
!, The newspapers began to prepare tn,
/ public mind for it. But these SAINT
newspapers were carrying, day after
day, the forceful, unresistible adver
: tisements prepared by lie Bas.
: The question of football and sports
= came up in the public prints, lie Bas
: comtcred with:
x 1" Halt Go into training and hclr
< the boys at the front.
Y Then arose talk about the necessity
Z fu some sort of badge for those who
< had been refused ON account of health
Z 1t was a popular theme, lie Bas had
x his word to say;
( ar you canuot join the army try ia
. get Il recruit.
= The army council and Kitchener can
almost put their finger ON the day and
aour when the torrent broke. The bat.
tcring of advertising had done its work
c Recruits began to come in faster than
u they could be equipped. That was five
weeks ago. The tide has been flowing
" in ever since.
But La Bas is still at it, For instance
there was a spell of peace talk, and
y everybody began to hopefully ask!
, "When will the thing be settled! 1t
y was a dinnertable question; you heard
!. it everywhere. And La Bas answered,
. in a glowing advertisement;
= "What in the end will settle this
y war; Trained men 1t is your duty to
~ become one "
y lie Bas job ism done yet He's
:. still on it. incidentally, he works for
. nothing. We knew tnat if the English
people knew the true facts aud ponder.
ed them long enough they would fight
without conscrption, And what is ad.
yertising but letting the people know
Q There are plenty of new features in this
A war but lie Bas' advertising campaign