The Washington times., 1915-03-06
Britain Is Saved From
Consumption By "Ads'
By WILLIAM C. SHEPHERD
United Press Staff Correspondent.

lish 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 then on the billboards
even while the pubic attention was stih
fixed on the old hero's death.
When some English ships had been
sunk. lie Bas knew that there would
be f,utter 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"
These messages were to the masses
What about the employers whose busi-
nesses might suffer by letting their men
go? lie Bas handed these thoughts to
them. in one huge blast in the evening
papers:
customers who ought to be serving his
country?'
rs there some man preserving your
game who ought to be preserving the
country"
These two queries were punches. Land
owners and employers wrote to the
newspapers in which the advertisements
mad appeared saying that they had
never looked at the matter in this new
light.
What Advertising Is For.
'Of course. they hadn't" said lie Bas,
in effect. that's what advertising is
supposed TO make a man do
Then came a boastful period in Ing
lish thought lie Bas was equal TO IT,
The public must not get the idea in its
head that everything was all right.
I'VE shall win but YOU must help"
inl no L.,
When the soldiers letters began to
come from the front and England was
dotted with proud homes and neighbor-
hoods. lie Bas sensed the feeling.
you're proud OF your pals in the
army. of course: BUT what will your
pals think Of your
And then thtps nns a display as
holding his ri2;.
Are YOU content for him to fight for
you" Why don't YOU do YOUR bit?"
asked the advertisement.
Hammered At Public Opinion.
Every one OF these advertisements
hammered away at the public opinion
Of England just as the German guns
had hammered away at the fortitica-
tions Of Liese. IT was hammering that
Kitchener didn't understand. His SOL
ulcI cars uihh CdlCn tne EXPLOSIONS
In this psychological cannonading. His
military senses didn't feel the abrasi ,ns
Of the crashing walls OF personal in
ertia.
Recruits were coming in too SLOWLY
Conscription was talked about. The
newspapers began to prepare the publin
mind for It. But these same news
papers We're carrying. day after day
the forceful. irresistible advertisements s
prepared by lie Bas
The question OF football and sports
came up in the public prints lie Ras
co,lntered with: Halt, Go into training
and help the boys at the front"
Then arose talk about the necessity
for some sort OF badge to those who
had been refused on account of health
1t was a poDular theme. lie Bas had his
word TO say: III YOU cannot join the
army try to get a recruit"
The army council and Kitchener can
almost put their finger on the day and
hour when the torrent broke The bat
tering of advertising had done it's work
Recruits began to come In faster than
they could be equipped. That WAS five
weeks ago. The tide has been flowing
in ever since.
But lie Bas Is sttll at it. For instance
there was n spell of peace talk and
everybody began hopefully 10 ask:
"When will the thing be settled"
IT was a dinner table Question: Won
heard II everywhere. And Lc Bps ans
vered In glowing adver'iSoment:
What in the end will sctt'e this war"
Trained men. 1t is your duty to he
como ono"