Milford chronicle., 1948-04-02

slld4l part lIOu the TACT Jnat the
relationships between almost all
individuals are closer. Everyone
knows pretty well-sOmetime too
well-what his neighbOrs are doing
and everyone is impressed with the
need for closer relationships, So
cial and economic. There is a fuller
realization that the lives of all de-
pend considerably upon the estab-
lishment and maintenance of com
munity of interests. In word. each
knows his interest and how that in
terest IS affected by the interest of
the entire community.
About two years ago we asked
leading researchers, including DR..
Gallup, Elmo Roper and Arch
GrOssley, 10 define for us the most
important areas of misunderstand-
ing about business. Based on what
they told us, the Chambers Com
mittee on Advertising has spent
considerable time III searching out
successful methods of bringing
about a better understandings of our
system of individual economic and
political freedom.
There is no need to emphasize
the need for such an undertaking.
TwO-thiTds of the large employers
of labor surveyed last month by the
National Industrial Conference
Board said that they are conduct
ing some kind Of program to eX-
plain the workings Of our economic
system to their employees. But in
all too many cases, I fear, we still
regard this as a job that can be
done largely through the dishibu-
ton of canned" material or
speeches by eminent businessmen.
AS DR.. Claude Robinson found
after much research the vast ma
jOrity of stockholders believe man
agement has a definite responsible
ty to talk economics with employ
ees fell they have a right to be kept
constantly informed about the eco
nomics of our business and their
business a Welh as our common
contribution to community better
ment and our efforts to expand the
American standard of living.
In recent years much good work
has been done by national organ
iZatiOns to tell the economic story
to the public. Many people believe
that in such a program we should
rely almost solely upon mass me-
dia as national advertising cam
paigns and the distribution of
tracts reciting the glOries of our
material ciViliZatiOn-hOW many
bathtubs we have or how many
phone calls we average.
National campaigns of this type
have undoubtedly helped to give
many people a more basic working
knowledge of the principles of our
economy. But have they done Ell
Ough to provide our people with the
knowledge to make decisions on
specific issues?
We are not in danger Of losing
our economic freedoms in one fell
swOOp. There is a little likelihood
that we shall ever be given the
choice of voting aye" or may" in
plebiscite to determine whether
| this system is to continue.
Naturalization of Industries had
been gradually securing a foOthold
in Britain for quarter of a cen
tury before the Labor Party vic
tory temporarily at least sealed
the verdict
Yet it is interesting to note that
! a poll of the American Institute Of
Public Opinion and the British In
stitute Of Public Opinion taken on
the question of whether people
would rather work for the govern
ment or private business had these
results:
/ In the United States, 41a pre-
ferred to work for the government.
In Britain. 37@6.
In the United States, 4O9o for the
private employers, and in Britain,
1870.
While the figures may indicate
that private enterprise looks most
appealing where it is being most
restricted, they also indicate that
we have a major job to do right
here at home.
In doing this job, let us bear in
mind that the American system
never has been and, pray God, new
er will be static 1t is a vital, mOV-
ing, dynamic force, not an ancient
shibbOleth to be defended against
all heresy. We threaten what we
seek to preserve if we defend the
status quo. We preserve the best
features Of our economy by seeking
to improve it.
The people of this country are
still the descendants Of families
who risked all and sacrificed much
TO come TO these shores to embark
on the great adventure of freedom
in a country which recognized
the importance of the individual as
paramount.
Certainly we in advertising have
recognized the Importance OF the
individual as a consumer. In fact
] we have enthrOned hinf as king. We
court his opinions; we are con
stantly informing him in an inter
, esting and entertaining way ol
products available; we consider
that he is always right when he
e. plays the role of customer.
At times we seem to forget
there is no such fractional being as
the consumer; he is a fiction we
have indulged in, for he is also the
/ worker, the farmer, the investor
the veteran, the radio listener, ma
gazine and newspaper readers, the
, outdoor advertising reader. For Mr.
Smith, he's an employee, but fol
Mr.. Jones down the street he's q