Sixty-Sixth Year
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ditorials printed in The Michigan Daily express the individual opinions of staff writers or
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'"'W'
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PURDAY, APRIL 21, 1956
NIGHT EDITOR, MARY ANN THOMAS
0 .
1-
Miss Mead Touches Soft Spot
In Advertisers Philosophy
AT THE STATE:
Not Much Entertainment
NoLAs Susan Suffer's
IDEALLY, the motion picture is a medium of educational and artistic
value. To whatever degree it may or may not possess these attri-
butes, it must have entertainment value primarily-if a film does not
entertain, (taking all the varied connotations of that word into con-
sideration) then it is not a successful film.
The entertaining aspects of "I'll Cry Tomorrow" are dubious, if
not negligible.
Based on the autobiography of singer Lillian Roth, "I'll Cry To-
morrow" is the story of an alcoholic's fall and rise. The film, which
is much too long for all it has to say, smacks more of the sociological
case-study than anything else.
If people are indeed entertained by watching another's suffering and
do thereby gain some vicarious pleasure, then perhaps this picture
does all'a film should. But this is not "entertainment," I maintain,
nor is it, in this case, artful study. It is mostly sensationalism,
coupled with histrionics and shock effects.
THE FILM errs gravely in its presentation of material. The script,
as presented, shows a lack of balance and a poor handling of the
important point. For one and one half hours we see Susan Hayward,
as Lillian Roth, rise to stardom, arrive at liquor and then experience the
t
THE HOSTILE, almost violent, reaction to
Margaret Mead's speech at the University's
Advertising Conference Thursday suggests that
several revisions are needed in the popular
conception of the advertising man.
He is frequently pictured as a cynical,
deceitful huckster bent on new ways to sham
the public. Under certain conditions he may be
just that. But today, with the idea of the
"upgrading of the public's taste" so common,
he has been able to develop an elaborate system
to justify his work.
An example of this feeling was presented in
the speech by Edward Stanley of NBC at the
conference. Stanley began by explaining how
commercial forces promote the general good. He
said that the most successful television com-
pany will be that which, provides the highest
quality viewing, and subsequently'the level of
TV shows iq constantly rising. And what is
more, as program quality goes up itself, it takes
the whole level of popular taste with it.
This all led Stanley to remark, "Some alert
and perhaps sanguine members of the academic
community see the stage being set for a great
that she had participatedsin interviewing
Ages."
Other speeches were equally optimistic, for
example the speech by Garth Montgomery,
Vice-president of Kenyon & Exkhardt adver-
tising agency. Montgomery noted that "All
really good selling is in good taste. It has to be.
For most of us have.learned that TV audiences
respond only when addressed as the intelligent
beings that they are."
Almost the entire conference continued in
this tone. We need not be ashamed of imposing
upon the public to make them buy such-and-
such a product, the speeches said in effect.
When the public becomes self-conscious, they
went on, and by-products of this sensitivity
elevates the level of public taste. Instead of
being ashamed, ad-nmen should be proud. Thus,
the new huckster tends to be remarkably sin-
cere and idealistic.
Indeed, Charles Brower of Batten, Barton,
Durstine and Osborn agency went so far as to
say:
"In answer to our original question, 'Is adver-
tising growing up?' I think we can give a re-
sounding YES. By almost any measure it has
made more strides than any other profession or
trade. I think we can all be most proud to have
been a part of this great business. I know.that
I am-and after almost 30 years in advertising,
my favorite nightmare is dreaming that some-
how I missed out on advertising and wasted my
life doing something routine and unrewarding."
YET, in spite of this seemingly endless confi-
dence on the part of the advertisers, they
displayed a remarkable sensitivity to Prof.
Mead's analysis of their profession.
After her speech, one of the outraged adver-
tising men arose and demanded to know what
right she had to analyze their profession "as
an anthromologist (sic) who spent all her time
in Manus" in the South Pacific.
Prof. Mead, however, was unruffled by the
question and quietly commented that almost
all of her time in recent years in the United
States and had only made on relatively brief
trip to Manus in that time. Moreover, she said
that she had particiapted in interviewing
studies on the effect of advertising in America.
Comments overheard after the meeting about
the anthropologist's speech were even harsher.
"She seemed awfully simple," and "Horrible
stuff," were altogether typical.
How can one explain this intense reaction on
the part of the advertisers?
It seems that Prof. Mead asked certain ques-
tions which she should not have asked to such
a group.
Although her speech may not have been
presented in the form of questions, it had the
inconclusive tone that is found in a question. It
gave no answers. It only stated problems.
She did not ask the question that the adver-
tisers had been asking themselves in their
speeches all that day-the question, "Where are
we going?" The advertisers already knew the
answer to that one: To higher and higher levels
of taste resulting from the public's increasing
self-consciousness.
What she asked was,,"Is this good?"
PROF. MEAD stressed that as advertisements
continually elevate our tastes, they make us
more and more self-conscious. Our ideals have
grown into ourselves. People check the latest
surveys to find out the way they are to behave.
We are beginning to model ourselves after our
own image, what the polls and surveys say
we are supposed to be. And no one can know
where this reflexive culture is going. "You keep
altering what's happening by telling people
what would have happened so that it doesn't
happen."
These remarks of Prof. Mead struck the most
tender spots of the ad-men's philosophy: that
public self-consciousness is good.
The ad-men at long last have been able to
settle on a premise without dispute. Advertis-
ing is not really lying or "talking down" to
people because it "upgrades the public taste."
They need feel no shame about their profession
once this can be accepted. And it is true. Tastes
are being upgraded.
But the advertising men never ask themselves
the question that Margaret Mead asked: Is the
upgrading of taste all that results from our
increased self-consciousness?-
Whether or not Prof. Mead's points are cor-
rect, she certainly seemed to hit upon some-
thing that touched home.
-TED FRIEDMAN
Successful Campaigni
OUR VOTE for the most paradoxical Michi-
gras parade entry goes to that lovely black
Lincoln Continental, with the huge sign "Give
to Cancer," and bearing three charming ladies,
each dripping with fur pelts and costly jewels.
-ERNEST THEODOSSIN
r*
IK 1 t
R
WASHINGTON MERRY-GO-ROUND:
Dewey Chief CabinetMaker:
By DREW PEARSON _,F2
ONE interesting fact about the
Dewey crowd is that they never
give up. If they don't succeed the
first time, they try, try again.
Witness the backstage maneu-
vering of the ex-Governor of New
York and his close friend, Elliott
V. Bell, to put the latter in the
next Eisenhower Cabinet-if there
is one.
Bell, now editor and publisher of
Business Week, had one of the
greatest disappointments of his life
-second only to Dewey's-when
Dewey found that he wasn't elect-
ed President in 1948. Bell had been
the chief architect of the "Don't
rock the boat, play it safe, we are
in, don't attack Truman" cam-
paign strategy; and he has never
forgiven himself for that error.
,* ,,
BURNING in his breast has been
the desire for vindication. He has
seen other Dewey friends srunning
the Ike Administration-Brownell,
Dulles, Mitchell, McKay, Nixon, all
owing their jobs to Dewey-and
Bell has wanted to be there too.
However, Eisenhower hasn't par-
ticularly cottoned to the economic
genius who steered New York fi-
nances when Dewey was Governor.
So a quiet campaign has been
started to maneuver Bell into a
spot in the next Eisenhower Cabi-
net-as Secretairy of the Treasury.
This was behind an inconspicu-
ous press handout issued by the
State Department announcing that
"Four prominent citizens have
accepted the invitation of Secre-
tary Dulles to serve as adviser" at
the Multilateral Tariff Confer-
ence in Geneva.
Heading the list, followed by
quite a biographical buildup, was
the name of Elliott V. Bell.
* * *
THIS ANNOUNCEMENT was by
no means spontaneous. Quite a bit
of maneuvering was behind it, in-
cluding a meeting between Dewey,
Bell, and Gabriel Hauge, the eco-
nomic adviser to the White House.
Hauge was told to line up an over-
seas assignment for Bell-some-
thing hard and without glamour
so that a pitch could be made to
Ike later that Bell had done his
share and deserved a reward.
Hauge to told to help. He got
busy. He used to work for Bell.
John Foster Dulles was also told
to line up a foreign assignment
for Bell. Result: Adviser on mul-
tilateral tariff problems in Geneva.
Meanwhile, to 'prepare for this
cram course to join the next Eisen-
hower Cabinet, Bell brought an
"associate publisher" in to handle
Business Week-Bayard E. Sawyer.
A special title was even created for
him.
Thus, the Cabinet buildup for
Elliott V. Bell was duly launched.
Dewey and Bell figure various
Cabinet changes will take place in
Ike's second term. And Bell has
told friends that the Cabinet in
the second Eisenhower Adminis-
tration will be even more power-
ful, since Ike willdelegate more
power than ever.
* * *
KENTUCKY friends of the late
and much-loved Chief Justice Fred
Vinson are among those who will
not be following Happy Chandler's
advice to vote for ex-Congressman
Joe Bates in the approaching Ken-
tucky primary race for the Senate.
They have never fotgotten how
Fred Vinson, when he retired from
Congress to become a Court of
Appeals Judge, picked Bates, then
an obscure clerk of the court in
Greenup County, and put him in
Congress. Without Vinson's pow-
erful, friendly support, Bates
would still probably be back clerk-
ing in Greenup County.
Later when Vinson was working
for Roosevelt in the White House,
he asked the man he had put in
Congress to help him pass some
legislation. Bates turned him
down.
* * *
TO HIS DYING DAY, the Chief
Justice never forgot the manner
in which Joe Bates let him down.
Nor did his Kentucky friends. Ken-
tuckians have long memories, and
a lot of them will be voting against
Happy Chandler's attempt to de-
feat Assistant Senate Leader Earle
Clements when the primaries are
held in Kentucky.
Note-Bates got sore at Senator
Clements when Clements was Gov-
ernor of Kentucky and it became
necessary, because of shrinking
population, to reapportion the
state's Congressional districts. The
areas with less population neces-
sarily lost out, and Bates, whose
district suffered, , blamed Gov.
Clements.
(Copyright 1956, by Bell Syndicate, inc.)
New Books at Library
Bode, Carl-The American Ly-
ceum: Town Meeting of the Mind;
NY, Oxford U Press, 1956.
Carse, Robert - reat Circle;
NY, Chas. Scribner's, 1956.
Fox, Ruth - Alcoholism: Its
Scope, Cause and Treatment; NY,
Random House, 1956.
Herbert, Frank - The Dragon
in the Sea; NY, Doubleday, 1956.
Jordan, John Alfred - Ele-
phants and Ivory: True Tales of
Hunting and Adventure; NY,
Rinehart, 1956.
Merton, Thomas - The Living
Bread; NY, Farrar, Straus, Cuda-
hy, 1956.
O'Casy, Sean - The Green
Crow; NY, G. Zraziller, 1956.
Ross, Alexander - The Fur
Hunters of the Far West; Nor-
man, Un. Okla. Press, 1956.
fits, tremblings and various mani-
festations of alcoholicism.
It is a trying time, and the di-
rector has left no area of emo-
tional, physical and mental tur-
moil untouched. The audience sees
it all, from the first swallow to the
last.
The road to recovery, though,
is completely glossed over. The
people from Alcoholics Anonymous
enter; we see a sort of revival
meeting, and then suddenly Susan
Hayward is clean and fresh again.
She emerges cured and happy, on
the road to new fame and "This
Is Your Life." Having been sub-
jected to every step of the decline,
why do we not see the rise? The
cure, the gradual recuperation, the
upward steps-these are barely
touched upon.
Plainly the plot is out of focus.
It may be interesting to some to
watch a drunkard go through hell,
but understanding must be present
to make the thing palatable.
* * *
IT IS DIFFICULT to evaluate
Miss Hayward's performance since
the major part of it is devoted to
representation of the complete al-
coholic. There isn't much to base
an opinion upon unless it is to
compare her with other alcoholics
we have seen and decide her imi-
tation is accurate. Since this may
be impractical, it is enough to
say that she seems believable, if
uncomfortably energetic. The act-
ing honors go to Jo Van Fleet as
the mother of the star.
Watching Miss Van Fleet, one
has the impression she must have
studied her' character for a few
weeks, at least, before she even
began learning lines. It is a bril-
liantly well thought-out portrayal,
with all the elements of fine act-
ing.
Unfortunately, "I'll Cry Tomor-
row" is neither as well thought-
out nor as well done as/ Miss Van
Fleet's performance.
-David Newman
LETTERS
to the
EDITOR .
Indebted to 'U' . .
To the Editor:
THIS IS TO express to you my
sincere thanks for your kind-
ness in mailing The Michigan
Daily here to my husband all
these years since we retired from
the University. I want you to
know how very much he did en-
joy it and eager he was always
for The Daily to live up to his
idea of what a campus paper
should be. He read it eagerly each
time. (So did I.
You do know, of course, of the
action of the faculty in sending to
each of us-myself and the six
children-a copy of the Senate
Resolution of Regret at their loss
of him as a former useful member.
We were very proud of that-all
our six children hold degrees from
the University and we are all in-
debted to the University and also
to The Michigan Daily.
-Grace M. Woods Karpinski
Winter Haven, Fla.
THE Daily Official Bulletin is an
official publication of the University
of Michigan for which the Michigan
Daily assumes no editorial responsi-
bility Notices should be sent in
TYPEWRITTEN form to Room 3553
Administration Building before 2 p.m.
the day preceding publication. Notices
for the Sunday edition must be in by
2 p.m. Friday.
SATURDAY, APRIL 21, 1956
iOL. LXVIII, NO. 51
General Notices
All Seniors who will be graduating in
June should be measured for caps an4
gowns at Moe's Sport Shop on North
University, at their earliest possible
convenience.
Short Course in Computer Operation.
If there issufficient interest, a series
of six introductory lectures on the pro-
gramming and operation of the IBM
Type 650 Electronic Computer will be
given by the Statistical Research Labor-
atory,'from 4 p.m. to 6 p.m. on Mon.
Tues., Fri., starting Mon., April 23.
Contact Mrs. Brando at Ext. 2942. April
23, 429 Mason Hal; April 24, 429 Mason
Hall; April 27, 429 Mason Hall; April 30,
225 Angell Hall; May 1, 429 Mason Hal;
May 4, 429 Mason Hal.
Academic Notices
Aeronautical Engineering High Alti-
tude Seminar. Mr. F. L. Bartman of
the Upper Atmosphere Research Group
will speak on "Instrumentation and
Results of Michigan Rocket Methods,I11"
on Monday, April 23, at 4:00 p.m., in
Room 1504 East Eng. Bldg.
Psychology 55 Students: The assign-
ment for Tuesday, Aril 24, is Moses and
(Monotheism, Part III, Se. 2.
Lectures
Mr. Edgar Kaufman, authority on con-
temporary design, wil speak on Mon,,
April 23 at 4:15 p.m. in the Architecture
Auditorium. Mr. Kaufmann will discuss
some aspects of design at the turn of
the century.
Placement Notices
The Following Schools have notified
us of vacancies on their teaching staff
for the 1956-57 school year.
Hale, Mich. - Teacher needs: Senior
High School Science; Homemaking;
Shop and Math.
Hanover, Mich.-Teacher needs: High
School Band/vocal (high school and
elementary).
Homer, Mich. - Teacher needs: Ele-
mentary-6th grade (man preferred).
Boyne Falls, Mich. - Teacher needs:
Elementary (Kindergarten); Math.
Leonard, Mich. - Teacher needs:
Elementary (Kindergarten, 1st grade);
Elementary/Music.
Peck, Mich.-Teacher needs: Band
Inst. Music/Social Studies; Home Ec.
Biology.
Lake Forest, Illinois - Teacher needs:
Elementary 01st, 2nd and 6th); Junior
High Math/Science or Math/English
(man).
Klamath Falls, Ore. - Teacher needs:
Elementary (Grades 1 to -8); Music
(vocal-Elementary); Girls Physical Ed.,
Elementary.,
Bel Air, Maryland - Teacher needs:
Elementary; Speech Therapists; In-
strumental Music; Physical Ed.; Junior
High Core; Senior High Science; Com-
mercial; vocal Music; Industrial Arts;
Graphic Arts; Art; Home Ec.; Librarian.
Cody, Wyoming - Teacher needs:
Elementary; Junior High English; Senior
High English; Home Ec.; Commerce
(typing/shorthand); Band; Vocal Music;
(Continuea on rage 5)
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DAILY
OFFICIAL
BULLETIN
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TODAY AND TOMORROW:
I
THE PRESIDENT had noc
the farm bill. that Congr
'Had he signed it, he would
pudiate not only his ownr
but the whole record of his S
culture and the actions of th
leaders in Congress, Sen. Kn
Martin. Does it follow that1
gram which he sent to Con
was adequate and satisfying a
be well if only Congress had
It does not follow. The Pre
tions when he vetoed the bill
the basic complaint of the C
position to his original pro
halfway justified. Where the
subsidized farm prices to tht
$1,000,000,000, the President
ministrative action to subsidi
the tune of about $500,000,000
very high and rigid price
going to put into effect high
high theoretically flexible sup
The farm bill is in its det
plicated business. But wha
since the President's special I
ary comes down, I think, es
In the administration's mind
fundamental "problem is" a
said in his veto message,"
surpluses," caused by "war-ti
long continued." From this
the basic principle of a soun
to reduce production in orde
surpluses.
THEOPPOSITION in Congri
the Democrats and most
cans from the farm states, i
cerned with the decline of th
farming onnlation. Their to
The Farm. Bill Veto
By WALTER LIPPMANN
choice but to veto come has increased by 36 per cent. The Con-
ress sent to him. gressional opposition recognizes that there is
have had to re- a problem of surpluses.
public statements It does not accept the view that it is the
Secretary of Agri- only or the paramount problem. The para-
e two Republican mount problem is the decline of incomes which
owland and Rep. may be due not only'to the war-time supports,
the original pro- but to the technological revolution which has
gress in January increased so enormously the productivity of
nd that all would agriculture.
accepted it? The administration, its eyes fixed on the
esident's own ac- surpluses, hasibeen interested primarily in the
1 recognized that soil bank, which is a device for reducing pro-
Congressional op- duction. The opposition, its eyes fixed on the
gram was about .fall in the income of the farming population,
bill would have wrote a bill which used every available gadget
ie tune of about for pumping out larger subsidies to the farmers.
is going by ad- The President, though he has vetoed the
ze farm prices to bill, has tried to go about halfway as far as the
0. He has vetoed bill.
supports. He is
but not quite so IN THE LONG RUN, it may well be that the
ports, character of the President's veto marks the
ails a very com- acceptance of the principle that in the great
t has happened transition through which agriculture is pass-
message in Janu- ing, it is a national obligation to cushion the
sentially to this. effects on the farmers. There is a stern theory
the crucial and that prices should be set in the market and
as the President that in this price structure the more efficient
price depressing farmers should survive and the less efficient
me incentives too farmers be forced out of farming. But no
it follows that public man could or would think of acting on
d farm policy is this theory, no matter how many times he has
er to reduce the made speeches about free enterprise. The
hazards of farming during the technological
revolution now in progress have become a social
ess, consisting of obligation, in principle akin to the Social Se-
of the Republi- curity System which deals with unemployment
s primarily con- and old age.
e incomes of the The day will come, let us hope, when we shall
tal incnme from have a farm policy based candidly on this
-4
-.
TALKING ON TELEVISION:
'Variety' Picks 'U' Television As Best
;4
By bARRY EINHORN
Daily Television Writer
VARIETY,' the entertainment
weekly had to re-name one of
the categories in its annual Show-
management awards to include the
top educational television produc-
tion unit in the country.
University of Michigan Televi-
sion became the first recipient of
a Showmanagement award in edu-
cational television which does not
operate its own station. M'=TV
operates through the facilities of
Ann Arbor's local UHF television
station WVPAG-TV and their own
kinescope network.
Professor Garnet R. Garrison,
head of M'-TV, received most of
the credit for the Drogress made
by University of Michigan Televi-
sion. Because of a lack of funds
for their own transmitter Pro-
fessor Garrison had to resort to
filming programs for later distri-
bution. The present kinescope net-
work presents 54 programs a week
sented by 'M'-TV in the form of
news and local events. An excep-
tion to this type of programming
was seen yesterday afternoon as
'M'-TV televised the complete
Michigras parade.
The category in which educa-
tional television production units
are classified for the annual Var-
ety Showmanagement awards used
to be titled "Outstanding Educa-
tional TV Station." From this time
hence it will be called "Outstand-
ing Educational TV Service." Thus
U of M TV can be considered for
all future awards. And if they
maintain their progressive pace
they will be in front of the line
for all future awards.
CBS TELEVISION is presently
confronted with a proolem which
all of us should have. They are
the biggest backers of the current
hit musical "My Fair Lady." They
I Special on I
also have the TV rights to the
show after it concludes its run on
Broadway.
If the show retains its present
popularity it could very possibly
be on Broadway for at least two
more years. The longer it stays
on Broadway the more money CBS
makes as a backer of the show, but
it also postpones CBS's sale of the
musical to a TV sponsor.
NBC is also involved in a similar
agreement with Esther Williams
"Aquacade" which is now touring
Europe and which will eventually
become a NBC Spectacular.
* * *4
STEVE ALLEN is adding another
project to his busy schedule. He
will take over the Sunday night
9-10 p.m. NBC time-slot in what
NBC hopes to be a serious threat
to Ed Sullivan.
Steve will bring Mrs. Sterling,
Sidney Finster and a crile of
freems to the new show but NBC
has not decided whether or not
to design the new program a la
"Tonight" with Skitch Henderson,
LITTLE MAN ON CAMPUS
by Dick Bibles
','
PROFrupNPRF WilOI"
OFFCE ous S t{/ 1
-f.
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