San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1923-04-14
LIGHT UNDER A BUSHEL

An advertising specialist, writing in
the New York Times, offers some con-
structive criticism of President Harding
in particular and OF public officials in
general by saying that the nations chief
executive doesn't seem to know how to
"sell'' himself to the public. That short
coming is not peculiar to Mr.. Harding,
though it is strange that it should have
fastened itself upon man of his journal
istic experience.
Absolutely erroneous impressions con-
corning the present administrations poll
cies have gained currency, and largely
because of Mr. Harding's failure to make
full use Of facilities for turning to his
own account events which have been in
terpreted to his discredit by his critics
and political enemies They are, in eff
feet, the same facilities OF which the
successful business man avails himself,
and chief among them is advertising OF
course advertising, in any application,
must be OF the proper kind to produce
good results, and the proper kind Of
avertising in any case is that which
takes legitimate advantage Of psychology
cal opportunities and tendencies.
To be able to realize the nature and
degree Of the impression which one is
creating upon others is an important
faculty; in politics it may be vitality i'm
portant, and certainly is if the poll
tician's relations with the public are
direct. In broad sense, Napoleon
was politician, and he made the most
OF psychological factors in his relations
with those upon whose conceptions be
was in final analysis dependent for the
privilege OF leadership. In his campaign
in Egypt he might have addressed his
men before reaching the pyramids; but
he timed his speech so we'll that all the
world became his rapt audience, and his
brief. eloquent message to the soldiers
of France will live as long as human
literature. 1t is said of Bonaparte. too,
that he withheld news. OF his military
operations until he could send his dis
patches from the strongholds of the
enemy.
But such practice represents an ex-
IRENE use of the kind of opportunities
which President Harding and other men
in high governmental positions have
failed to grasp. 1t was not until he
had retired to private life that some of
the wisest acts and policies of President
Taft were popularity understood and. ap-
preciated. Apparently he made little
effort to turn to his own account per-
fcctly legitimate opportunities for gain
ing publicity; he seemed to be content
with the verdict of the future, and to let
others make the most of passing events
in the eyes of the public AS result,
he was not infrequently misunderstood,
and condemned because of what, if it
had been explained at the time, he would
have been praised for.
Mr.. Harding has imposed upon himself
a probably serious and possibly fatal
political disadvantage of remaining
silent in the face of the accusation that
with respect to the country's foreign re-
lations his is do-nothing policy. The
measures which he has advocated before
Congress he has not explained to the
public. The voters have no clear idea OF
his reasons for proposing that the
United States become conditional
member of the International Court. Of
Justice. He permits his political enemie.
| 4O ,,,,,,,ta 1,,,,, A. ox,,....1o.. .