Evening star. [volume] (Washington, D.C.) 1854-1972, 1920-12-26
IN y. s. TRADE COMING TOWER

The United States. which as a gov
eminent. and by the initiative OF
it's business men.
Swiac rfiafio stands as an ad-
in Advertising. and leader can
now learn something from the Swiss.
| The Swiss business firms are display
! ing great talent in artistic advertis-
| ing. Wrappers are not only always
neat and appealing in subject, form
and color. but the pictures and photo
graphs, whether accompanying sales
or used as display advertisements, are
particularly pleasing to the senses.
These in almost all cases portray
| some we'll known national event or
some artistic and historic piece OF
natural scenery. The big cnocoiate
manufacturers and watchmakers OF
Berne are particularly ADEPT III appear
ing to the eye.
Attention Of the American manufac-
turers and exporters has been called
to this matter by Samuel IhornWeH
Haynes, who points out that the SWISS
have learned more thoroughly tnan
the American manufacturer and seller
that no amount of expertly written
description of anything, whether ma
chinery, chocolate. watch or music
box, can tell the story as wen as
good photograph. Inc princ,pa, re -
son for this is due. not so much TO
greater Imagination and artistic tenn
nerament as to conscious feeling that
among SO many different european IAN
guages a universal appeal has great
er and a more attentive audience: For
example. to an American machinery
company a INSTALLATION to the foreign
buyer of American export machinery
would certainly be of value IN I'M
pressing non-technical men such as the
average European board OF alre s -
In fact, it has been known also 70
have the power to arouse the interests
of the skilled engineers.
American articles sold to Switzer-
land. as well as those sold throughput
all Europe, yield themselves reaolly
and easily to the Photographic idea.
If the commercial travellers In the
United States are now finding that the
picture method yields such increased
business the analogous conclusion IS
that 1t would be profitable In dealing
with a buyer in Europe, Asia or South
America.
FIXTURE development of American
trade in China is dependent pre-emi-
nently on the following
rh;n.se needs, according to advices
from agents Of the State
Irade. and Commerce departments
who have been making an intensive
study of that field:
~, federal corporation law that
will enable American business men to
orpanize in China companies Tor spe-
cific purposes of foreign trace similar
trading in that field enjoy. and an In
cnrnoration law which will enable
American capital to combine with the
assistance Of the Webb-Pomerene law
permitting legitimate undertakings
w;thout the cumbersome machinery
and conflicts of various state tncor-
poration laws.
I21 A law should be enacted. which
NAV be embodied in the foregoing, re-
lievine American firms and individu-
a Ia from the payment of income taxes
on incomes derived solely in China.
This is not intended to give to the
American residents in China any ad-
vantage over their compatriots IN
other parts of the world. but only to
MACE them upon an equal footing with
their alien competitors who are ex-
empt from income taxes on incomes
derived from business in China.
6 1t is important to have river and
fiag in China. This is as vital as it is
to have American lines Of steamers
receiving and delivering cargo to and
from the United States Terminals,
including landing wharves and light
ers, coasting and river steamers. are
as imperative to the intelligent de-
velopment of American trade as are
American bottoms Carrying cargoes
across the Pacific. If American firms
must depend upon competitors for any
Of these items their profits may. by
preferential treatment, disappear be-
fore their imports are delivered in
China.
Lack of direct trade connections is
proving a disadvantage to tho Unit
ed States in the Ceylon market. Con-
sular advices, which have been brought