Evening star., 1931-05-13
PRESS WELCOMES
| WALES TRADE TALK
Prince Advised His Country
men TO Adopt U. S. Ad-
vertiSing Methods.
BY the Associated Press.

BY the Associated Press.
LONDON. May l3.--Tha advice 81
the Prince of Wales at Manchester yes
terday to use American methods to re-
gain lost British markets has won wide
spread public applause.
1t Is regarded as a valuable effort
toward inducing manufacturers to
adapt themselves to customers require
mentS. Interest in the Speech was y
keen that at the last moment ar. Ange-
ments we're made to broadcast 1t, -
the King listened in.
The Morning Post said: THE ines
timable service the Prince has rendered
this country is to have dis.nterred un-
palatable truth from the pigeon ,-olsE
where it is neglected"
The Daily Mail. q warm advccata AZ
tariftS. comments on the suggestion
that British manufacturers should con-
slider the advisability of manufacturing
In countries which have tariff walls:
This is the only course open as long
as We have no protective tariff here
and no means Of retaliating when du-
ties abroad ON our goods are raised to
extravagant figures"
In his address the Prince declared
that, Il am sorry to say that as a
nation we are behind in regard to ad-
vertlsing. That is one of our national
characteristics. We do great things
and we invent great things which are
OF great value to the world, but We
never let the world know what We have
done. Our foreign competitors adver-
tise great deal, and the foremost
among them are our friends in North
America"
Il have heard a great many English
men say that the American way Of
boosting goods. the American form Of
publicity. Is very vulgar. That is en-
tirely a matter of opinion, but the fact
remains that our friends in the United
States get away with It. If we wish
to push our goods better, we must take
leaf out Of their book.
Feels United States Influence.
Gentlemen, those OF you who have
been there realize that, and, to those
who have not will tell you that you
have to go to South America in order
to realize the extent to which the in
duence Of the North has penetrated
into the industrial and commercial Life
of the South.
Let me tell you. briefly. what are
the daily experiences of the business
man in South America. When he wakes
UP in the morning, he telephones, and
his service and implements are of
North American make. He gets into
his motor car and drives to his office,
and ninety-nine times out of a hun
dred that motor car is of American
make. His Office and eQuipment and
everything he uses during the day are
up-to-date efficient articles from the
United States.
When he has finished his days work
his mind, If he can afford it, VIII tend
toward relaxation. His radio and gram
ophone come from North America. So
do the films he sees in the movies the
ater, and, not only do they foreshadov
life and culture in the United States,
but, to make it even easier for him,
the captions are in his own language.
And, finally, If he moves around the
city in which he lives in the dark, hen
find every type Of manufactured goods
attractlvely advertised and illuminated
In every available prominent position
in that city"
Worlds Taste Changed.
I'VE forget that change of taste has
come over the world since the war;" he
the past an article sold mainly on ac-
count of its quality and durability
that was because people could AFFORD f.
Today the majority appear to desire
goods that will not last so long.
The first reason Is they want cheaper
goods. Another IS they are always look
ing forward to some Improvement. Ans
other reason is that they have got into
the habit of wanting change for the
sake of change. In fact, the taste Of
the world is becoming as fckle as wom-
ems fashions"