a Library System Fills Multiple FROM THE RIDICULOUS-The relative success of the study date presumably depends on which part of the seemingly contradictory term receives most emphasis. The Undergraduate Library is pop-1 ular with couples striving to perfect the union of complementary activities. Try FOLLETT'S First USED BOOKS at BARGAIN PRICES New Books If You Prefer FOLLETT8 STATE STREET of NORTH UNIVERSITY 1* 1220 South University --- corner Forest Open 7:30 AM,-10 P.M. Phone NO 8-9168 "SERVICE IS OURI BUSINESS" * Best Tire Buys in town{ * Atlas Batteries and Accessories * Mechanic on duty for Complete Automobile Servicing Road Service By PHILIP SHERMAN 'lem has for the most part been with open stacks, and recently the solved. General Library opened its stacks LIKE the University it serves, Librarians decided students like on the theory that it is often eas- the library system is already to study to music when the facili- er to find books by browsing than hugethreatening expansion, by reading catalogue cards. -rties of the UGLI's audio room, The UGLI especially stresses its Ranging from the neo-classical needed for course use, were con- role as a "training library" for elegance of the Clements Library sistently overtaxed. Speakers were students who will probably be us- building to the spare functionality installed on the second floor, and ing libraries for future research, of the Undergraduate Library, the scheduled programs of classical and goes out o fits way to encour- 34 branches of the library sys- music for Sunday afternoons and age- students to ask assistance tem house well over 2.5 million Wednesday evenings began to cre- from the reference librarians on ate a high-brow Muzak effect. i duty. Best-known to undergraduate The program has been a success. students are the Undergrad or HERE HAS BEEN some justi- UGLI, the system's most popular CARRYING OUT the service ob- fled criticism o fthe UGLI on library, and the General Library, , jective, the UGLI was built two grounds: it serves as a center center of the system. They may also have occasion to use some of the specialized divisional libraries, such as the natural science, fineF arts and education libraries. TERMS of books handled, figure about as important to librarians as profit margins to1 businessmen, the UGLI is therm brar system's star performer.a Opened in 1958, it caters directly to the needs of the undergraduate. Its collection of 70,000-plus books was gathered specifically to meet IF these needs, and its staff is thor- oughly inured to solving the study, and researc hproblems of under- ' graduates. . As a result of this planning, the UGLI's book-use total for the year ending last April has been about' 650,000, including both home cir- culation and building use of books. This figure should probably be even larger, system director Prof. Frederick H. Wagman says, since the building use figure is a mini- mum based on the number of books the staff reshelved during the year. Actually, a book taken fromt he shelf may be used sev- eral times before it is reshelved, or the user may replace it himself. Total UGLI attendance of over 1.5 million students for the same . period is another indication that the library is meeting the needs it was designed to fill. Open Persuaders? By JUDITH DONER entertainment than it could have H lIDDEN persuasion, bah ever wished for-and for free. For each example of hidden FURTHER, if the American pub- persuasion detected in modern lic had the sufficient good taste commercials, there are thousands to watch only the programs which of open persuasions used every were artistically defensible, then day, the mediocre things might be Spotlighting little bits of hiddenforcedo e air. persuasion, such as made Vance Yet, it is difficult to say that it Packard famous, is not representa- is wrong for people to sit and tive of the advertising business at watch bad programs and hope for all. something finer. Here are millions of television viewers who never These views were expressed by had it so good, who think they the president of a leading Detroit should have it better. What Amen- advertising agency, when asked to can can blame them? meet the charges of "The Hidden cTnsdn't meaem. Persades,"as h prgresed This doesn't mean that adver- Persuadersas hethe tisers and broadcasting companies through a defense of the adveris- aren't responsible, but they have ing profession. only the same responsibility as Advertising is almost 100 per the creators of bad architecture, cent salesmanship. How could it painting or music have. They are4 be very secretive? People hate to all at fault in that they are playing be tricked into anything, particu- down to too low a denominator of larly into buying anything. public taste. Yet, there is a social conscious- JT IS TRUE that if you need a ness among a large number of ad- new pair of shoes, you won't put vertisers and their agencies. By up a big fuss about going out and evolution and by the gradual buying them. But you don't want recognition that something a little to be sold the fact that you need bit better will be appreciated just+ a new pair of shoes by some grin- that much more, they too can im- ning, smooth - haired television prove television viewing. salesman. You will automatically rebel. IT WILL NOT BE long until al- This same characteristic prevails most all major advertising cam- when the lady of the house sends paigns will have been pre-tested down her children or maid to tell before they are put on a nation- the door to door salesman "she wide basis, according to many ad- doesn't want any." Or, if forced vertising men. When this occurs, to answer the door herself, she is advertisers may be willing to spend sorely tempted to slam it . . . and the sum which they won't spend often does. now to bring better programs to So the television salesman uses the air, a puppet or a cartoon to intrigue Certainly, if you were giving al the viewers into watching the ad- uales talk which you knew would vertisement instead of running to work, you'd have a lot more con- the kitchen between acts. And the lidence to go out and knock on the door-to-door salesman hands the next door.. . lady a free sample of hand cream And this is what advertising in- to at least keep the door open volves--a new door every house, at long enough to give her an idea new commercial every fifteen min- what he is selling. utes, a new contest every day. The Each of these is a gimmick, an man in advertising is not onlyI attention - getter. And there are competing with other agencies, but FAMiLIAR YET UNKNOWN-Only perhaps the nurses and medical arity sometimes breeds content more insidious to their professions tha the maze of colored lines to the uttermost depths of University Hosp hill, its mysteries are open to those who wish to tour it. Housing Is Not continued from Page Three freshmen hail rush and the year's end as a taste of freedom. BUT WHEREVER the sophomore lives - in the dorm, in af- filiated housing, in an apartment -he faces a fundamental ques- tion. Or he refuses to face it, from disinterest or ignorance. The four-year routine of college can be terrifically narrowing. A full program of studies can well be looked on as a full-time job. Unless the individual actively looks for more than a scholastic life, his time and energy may be chan- neled into one area-pursuance of academic aims. IT IS NOT always easy to realize that the four walls of a dormi- tory, a fraternity or an apartment where a student sleeps don't en- close a world. They are not even a home. The student who forms " binding ties to any kind of living Let us style a COLLEGIATE CUT Becoming to you! ! 10 ARTISTS! NO WAITING WELCOME The Doscola Barbers near Michigan Theater t i l 1 l 1 1 1 1 unit in the University community is placing unhealthy, artificial limitations on his experience - the total learning experience col- lege ought to be. The difficulty of this realiza- tion is in the things that it does not mean. To say that a housing unit isn't a home is not to say that attachments of friendship may not grow out of the associa- tions found there, or that these associations are artificial. But even in a fraternity or sorority, the group who share the living unit are far from homo- geneous, and this is a virtue. After all, at college the student lives away from home; housing ar- rangements are to a degree arbi- trary, for they are not natural, HIS ASSOCIATIONS with others should be directed toward an S- HE IDEAL of service to the student which the adminis- trative attitude of the UGLI seems to reflect is found throughout the library system. When students were piling tables with open books to save them through meal hours, or for late- arriving friends, the UGLI's work- ers were instructed to close the books, leaving pink slips explain- ing that use of such "silent sav- ers" was unfair to other students and therefore forbidden. The prob- many other forms. But none of them can, by any stretch of the imagination, be called hidden per- suaders. on behalf of each client he is vying with their competitors to get the sales.I Advertising is the quintessence of American competition. I MUSIC SEI TO THE SUBLIME-These neo-Classic portals could hardly har- bor the comparatively undignified goings-on usually associated with the Mary Markley concourse at closing hours. The Clements Library, unpretentious but pristine, speaks for itself. 14 You expect More and you from STANDARD GET IT! { Philip Sherman is a in the literary college Daily Night Editor. junior and a Always a Friendly WelcomeI L For U-M Students at the PIPECENTER NEVER A SERVICE CHARGE - ,CHR~TEUS PROFESSIONAL TRAVEL SERVICE - kE TC & LINTERNrATIONAL TRAVEL SERVICES t I' STEAMSHIP RESERVATIONS OURS - CAR RENTALS- HOTELS AND ASSOCIATED SERVICES, I IN FACT, there is no need to be sneaky about making a com- Ju mercial a pleasant thing to watch.I the I When a break comes in a televi- year's sion show, the American public tor. knows that it is seeing an adver- tisement, no matter how intrig- - ingly and cleverly put on. They are merely methods to achieving the art of advertising the art of ingratiating yourself in order to sell a prospect. Advertising is also an art be- cause it encompasses the fields of art, music and literature. It is part of the particular fascination of advertising that some of the best talent in all of these areas is enlisted. And the fact that radio and tele- vision are fundamentally "show business" allies the advertising which appears on these two media forms with the personalities and" spectacle of that particular world. One should not give full ear to the general public's criticism of advertising today. People watch television so often that they are tremendously aware of each spot commercial and the irritation it may be causing them. 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