Evening journal., 1915-03-06
II PAYS TO Advertise, Even for
War arPurposes, Kitchener Declares

advertising campaign He followed
English public opinion. He kent his
nerves raw to English feeling. Lord
Roberts died at the front.
Lord Roberts did his duty. VIII
you do YOURS" was Numbered in
the newspapers and then on the bill
boards. even while the public atten-
tion was still fixed on the old hero's
death.
When some English ships had been
sunk Lo Bas knew that there would
be a fiutter OF WORRY in the English
mind. And SO he put out this mes
sage through the press: "Britains
strong army and YOURS will carry
us through"
These messages were 10 the masses.
What about the employers whose bus
mess might suffer by letting their
men go? Lc Bas handed these
thoughts to them in one huge blast
in the evening papers:
rs there some man serving your
customers who ought to be serving
his country?'
"Is there some man preserving
your game. who ought 10 be proscry-
ing the country"
These two queries we're punches.
Landowners and employers wrote 10
the newspapers in which he adver-
tisments had appeared saying that
they had never looked at the mater
in this new light
"Of course they hadn't said lie
Bas, in effect, that's what advortis-
ing is supposed 10 make a man do"
Then came n boastful period in
English thought lie Bas was equal
to it. The public could not get
the idea into its head that everything
was all right
"We shall win. but YOU must help.
replied lie Bas in display type.
When the soldiers letters began TO
come from the front and England was
dotted with proud homes and neigh
borhoods. lie Bas sensed the feeling.
You're proud of your pals in the
army. of course, but what will your
pals think of you?"
And then there was a display ad
showing a soldier silhouetted on a
hill. holding his rife.
Are you content for him to fight
for you? Why don't YOU do YOUR
bit?' asked the advertisement.
Everyone of these advertisements
hammered away at the public opin-
ion of England just as the German
guns had hammered away at the for
tifications of Liege. IL was a ham,
mering that Kitchener didn't under
stand His soldier ears didn't catch
I the explosions in this psychological
cannonading. His military senses
didn't feel the vibrations of the
crashing walls of personal inertia,
Recruits were coming In too slowly
Conscription was talked about. The
lie mind for il. But these same
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
countered with: Halt Go into train.
ing and help the boys at the front.
Then arose talk about the neces.
sity for some sort of badge to thos,
who had been refused on account oi
health. II was a popular theme. IL
Bas had his word to say; "If you can.
not join the army try to get recruit.
The army council and Kitchener
can almost put their finger on tho
day and hour when the torrent broke
The battering of advertising had done
its work. Recruits began to come
in faster than they could be equipped
That was five weeks ago. The It'd,
has been flowing ever since.
But lie Bas is still at It, For in
stance. there was a spell of peace
talk and everybody began to hopeful
ly ask:
when will the thing be settled (?
II was a dinner table question
you heard IL everywhere. And II
Bas answered i'm a glowing adver
tisement: "What in the end will set