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X, NO. 38

ANN ARBOR, MICHIGAN, WEDNESDAY, AUGUST 7, 1929

PRICE FIVE CEN


RTISER'S CRAfT
ISPLACEDC SAY E
MM IN LECTUIRE'

They War Over Young Plan

?POSITION OF
USES MOST OF
ADVERTISING

BODE FORESEEIS NEEDrNE
F NEW DEVELOPMENT
IN EDUCATION THEORY
NEW MODES OF LIVING DEMAND
MORE COHERENT IDEAS
- AND PRINCIPLES
TALKS AT JOINT MEETING
Present Age of Science Takes Away
Our "Props" and Leave Us To
Form New Philosophies

r

Visitor Soon

VICTIM
BAD

LIKENS HIM TO HUNTER
ndividual Differences Make Impos-
sible Same Response of MI
Persons to One Stimulus
That most of our advertising is
ad because it presupposes a vic-
im was the conclusion of Prof.
oohn L. Brumm, head of the de-
artment of journalism, in his lee-
tre on "The Strategy of Advertis-
ig," yesterday afternoon. The
ractice of stalking the prospect-
with all the huntsman's cunning
mploys a misconception of human
ature. In an attempt to accom-
lish its aim of evoking in the
rospective buyer a desire and en-
ouraging this desire to action, ad-
ertising has forsaken its proper
ole of a handmaiden of truth for
he tactics of the highwayman.
Faulty Stimuli
Advertising today is neither an
adustry nor a business. It is a
iode ol behavior. It is assured of
to audience, but must work on
lind faith. Prospective buyers be-
ome "sales resisters," reluctant,
rary, for whose capture strategy
iust be used. 50,000 prominent
dvertisers spend. annually $1,000,-
00,000 and employ 600,000 persons
n the effort to persuade 90,000,000
onsumers to buy their articles. Yet
heir entire theory is based on the
alse assumption that man is by
ature instinctive, and that there-
ore all men will respond in the
ame way to the same stimulus.
Treaties on advertising go so
ar as to enumerate the most im-
ortant instincts, listing definite
esponses that can be confidently
redicted for them. But nature
nd experience have not simplified
ian's behavior to that extent. In
eality instinct determines only the
east important of his reactions, for
.e lives not in a world of nature
ut one of an artificially set stage.
We learn -most of our behavior,
nd because what we become de-
ends on our capacity to learn, it
esults that the nervous adjustment
t every -individual produces a dif-
Brent response to a definite stimu-'
us than that any other indivi-
ual would produce. For this rea-
On the selling appeals so'adroitly
evised to call forth a response
ave many of the prospects en-
irely unstimulated.N
Information Is Gratis
Furthermor e,the practice of
nitating what has already been
one keeps the fruitless methods in
se. Results of certain types of
dvertsing over a certain period
f time are examined, and those
eemed successful are repeated.
ut who can say which, if any, of
he many factors entering into the
lan were the cause of its success?
The explanation of all this lies
i the fact that the position of ad-
ertising is much the same as that
f the newspaper. It must inform
he patron yet he is not required
o support it. Because the con-
imer does not pay for the service
can not be orderly and informal.
rignal Plays Bill 1
Not To Be Mounted

UITlED STATE ENR
IN SCHNE10IER TROPHY
RACE RESTS ON TRIAL
PLANE CAN DEVELOP SPEED OF
MORE THAN 300
M. P. H.
WILLIAMS TESTS PLANE
New World's Record Must Exceed
318 Mi'esj Per Hour Mark Made
Last Season
(By Associated Press)
WASHINGTON, Aug. 6.-Whether
the United States will have an en-
trant in the International Sea Plane
Schneider Trophy race in England
will be determined lastly within
the next few days at Annapolis,
Md., in test by Lieutenant L. Wil-
liams, Navy speed flyer, of his little
Mercury racer.
The plane is known to have a
speed of more than 300 miles an
hour and just how much more will
be ascertained in the test. It has
'been indicated that Williams will
not take the ship abroad unless he
Ican exceed substantially the pres-
ent world's record of 318 miles an
hour.

Aristide Briand Phillip Snowden
Opponents in the controver sy over the proposed Young Plan.
Briand, the Frenchman, opposes it outright and Snowden favors it
with modifications.
Fires Rage Through 30,000
Acres In States Of Far West
I on

Approximateiy 1,000 Men Volunteers
Battle Flames in Northwestern
United States

Three new fires were burning on
Timber Wolf Creek and large crews
were attempting to bring them
under control.
QmI1cnftarrih hfro ntha

(By Associated Press) U1411scaz~ereaIou L nres in tine
SPOKANE, Wash., Aug. 6.-Fire Deschutes Forest were the only
raged through the forest of Wash- forest blazes reported in Oregon.
ington, Idaho, and Montana again While lightning has caused the
today, leaving behind more than largest number of the 619 fires this
30,000 blackened acres, while ap- year in Montana and Idaho forests,
proximately 1000 men fought to' there has been a marked increase
control the fire. in man-caused blazes during the
In northern California a serious past 10 days, federal forest officials
fire had burned over 700 acres in in Missoula, Montana, reported.,
the sugar hill district of Modoc During the year the records show
National Forest. Scores of men 367 lightning fires, 54 of them dur-
had volunteered to fight the flames. ing the past 10 days. Sparks from
Forest Air patrol planes sent from railroad locomotives caused 35
Spokane to spot new fires werel blazes during the period, while
hindered by dense clouds of smoke. smokers were blamed for the same
number. Campers caused 21, lum-
The planes chartered the new fires.d
to which crews were dispatched by bering operations, 8 brush burners,
truck and pack train. Hot weather, land incendiaries 12.
no humidity, high winds, and thun-I
der storms all fostered hundreds Thelma Lewis, Concert
of new blazes not serious, but .all .T.I
straining the resources of the for- Soprano, To Visit Italy
esters and Timber Protective asso- For Further Training

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ciations.
Old fires crept onward and addi-!
tional fire fighting recruits were'
sought.
Citizens of some regions feared a
conscription where volunteers were
not available.
Across the line in north Idaho
the Pack River fire raged over near-
ly 10,000 acres. New blazes were,
reported in Clear Water, SelwayF
and Nezperce Forest of Central
Idaho.
In Washington the Chelan fire
12,000 acres in extent, was the most;
furious. Scores of fires burned!
further east of this place, but re-
ports indicated most of these were;
not serious.,
Two new fires, each of 150 acres,
were reported on Remmel Lake in
Washington. No valuable timber
was threatened.
Members Of Faculty
To See C.M.T.C. Campt
Members of the Faculty of the
University have been invited to at-
tend the visitors' days at any of
the various Citizens' Military Train-r
ing camps in the Sixth Corps area
through the courtesy of Major Gen-
eral Frank Parker.
These camps are being conducted t

Miss Thelma Lewis, who appear-
ed on the second of the summer
Faculty Concerts, is one of the well
known singers in Ann Arbor. In
an interview with Miss Lewis she
said of her musical training, "My
first training was received in my
home under my father." Miss Lewis
comes from a musical family, her
father being a choral director and
her sister an organist and pianist
as well as a teacher.
The voice training of this young
singer has been under Madame Bi-
dola in Cleveland, under Earl G.
Killeen, of the University of Minne-
sota, and with Theodore Harrison,
of Ann Arbor, for the past five
years.
The voice of Miss Lewis is a
dramatic soprano and she appear-
ed as the High Priestess in Aida
when it was presented during the
May Festival of 1928. She also sang
in "Elijah" in 1926 and again on
Sunday night, August 4, at the
outdoor bowl at Interlocken.
Miss Lewis received her Artist's
Diploma and Bachelor of Music de-
grees in voice in 1927 and 1928,
and is now a very successful teach-
er in the University School of Mu-
sic and soloist in the Congrega-
tional Church as well as doing much
concert work. She was soloist at
the First Congregational Church of
Akron before coming to Ann Arbor.
BASEBALL SCORES
(By Associated Press)
American League
Washington 13-0, New York 9-8.1
St. Louis 8-3, Philadelphia 3-11.
Detroit 5, Cleveland 6.
National League
New York 5, Pittsburgh 3.
Brooklyn 5, Chicago 4.
Milwaukee 5-6, Toledo 6-9.
Kansas City 6, Columbus 2.
Minneapolis 3, Indianapolis 2.

"The next step in education must
be to develop a coheent philosophy
of life and education," said Dr.
Henry Boyd Bode, professor of edu-
cation at Ohio State university in
an address before the Men's and
Women's Education club's banquet
last night at the League.
Dr. Bode, who spoke on "The
Next Step in Education," received
his bachelor of arts degree at this
University in 1897, and since that
time has been professor of philos-
ophy at the University of Wiscon-
sin, and University of Illinois. He
is one of the foremost exponents
and critics of philosophies of edu-
cation in the United States today.
Explaining that today we live
'in an age of science, Dr. Bode
pointed out that this very science
has taken away the props of au-
thority and tradition and leaves us
to confront a spiritual situation to
which we must adjust ourselves.
Some time ago, he said, the church
furnished a philosophy of life
which resembled a yard stick and
was adequate for man in all of
his living and even into his dying
hours, and through this philosophy,
man's whole life found expresssion.
Complexity of Standards
Today, he continued, we have a
complexity of standards by which'
we live, no one of them accurate
and all of them being confused.
There is that type of person now
on the wane, who appeals to divine
authority for their philosophy of
life; there is the person who justi-
fies his action on the grounds of
personal rights and liberties; and
then there is the type of individual
who looks only to the common or
social good to guide his course. But,
Dr. Bode points out, no one of these
predominates. It is the duty of
the school, he maintains, to ac-
quaint the student with these con-
flicts so that he will later be able
to choose a definite philosophy for
himself.
Organized Curriculum Needed
Man's ability to control his en-
vironment through science is not
due to any change in his itelligence
he asserted, but that intelligence
has learned to devise certain con-
trols, differentiating between the
sound and unsound inference.
"Educators must take more ac-
count of the need for a guiding
philosophy of life," he emphasized.
The curriculum should be organiz-
ed, Dr. Bode said, so as to contrib-
ute to the formation of a philos-
ophy of life. Schools today have
no program, no objective, and they
do their best to cover up this in-
sufficiency, he asserted.
Psychologist of Little Aid
In devising a plan of education
the psychologist, who should be
constructive in its organization, is
of little assistance inasmuch as he
is constantly changing his mind as
to what the process of learning is,
and moreover, he continued, whatj
he has told us of learning is wrong
or at most worthless.
Comparing the American and
foreign views of American euca-
tion, Dr. Bode pointed out that
James T. Adams criticizes that in-
stitution for teaching no philos-
ophy, while Count Hermann Key-
serling, admits that there is a phil-
osophy, but that it is wrong-it is
the philosophy of behaviorism; we
admire above all, technical efficien-
cy. Adams, he showed, declares
that America is obsessed by utilitar-.
ianism which is the foe of advance-
ment. He also states that the Am-
erican youth learns nothing, and

that what he does learn is wrong.
Dr. Bode believes that Europe
might stop "heaving bricks at Am-
erican education," and diagnose
the situation and tell us what is

TEN, FLYING COURSES
Students Will Take Eight Months
Course at Nava! Air Station,
Pensacola, Florida
INCLUDE SCOUTING, RADIO
Ten courses in naval aviation
will be offered in the College of
Engineering during. the fall semes-
ter. These courses will be under
the in'struction of professors of
that college and Naval Reserve of-
ficers of the VN Squadron 9, RD9,
Detroit.
There will be classes meeting two
nights a week and giving two hours
credit in the following subjects:
structure and rigging, theory of
flight, aerology, aviation history,
aviation engines, air navigation,
sea navigation, scouting, United
States Navy regulations, and radio.-
The nine months training period
inculdes one month of preliminary
training at the Naval Reserve Avia-
tion base, Great Lakes, Ill., and I
eight months advanced training at
the naval air station, Pensacola,
Fla. By the end of this time the
student will have done more than'
200 hours of solo flying, and will
be eligible for a transport license.E
Seniors and graduates will be given .
preference in selection.

John W. Davis
Secretary of Labor, will lecture
here later in the month. Tenta-
tive arrangements have been made
by the local chapter of the Loyal
Order of Moose.
UNIVERSITY TO OFFER

I

Has 24 Cylinders
It was sent from the Philadelphia
navy yard to Annapolis today and
at that time general details of its
construction were revealed here.
The tiny blue racer is a middle
blue wing monoplane of 26/ feet
wings. It is powered with a 24
cylinder engine which develops in
excess of 1,100 horse power.
The twin floats of the seaplane
have been utilized as radiators to
cool the engine which develops an
excess while it is taxiing on the
water. It is the first time such a
cooling method has ben empowered
on an American seaplane. Finished
planes have used it in modified
form, but on William's plane about
80 percent of the surface area of
the float has been utilized.
Utilizes 48 Spark Plugs
The hot water from the engine
passed between the double walls of
metal floats is cooled by the sea-
water upon which the plane taxis.
Taxiing is one of the most danger-
ous undertakings for high speed
racing seaplanes because the wing
radiators furnish insufficient cool-
ing area at low speed.
The Packard "X" engine has
undergone, radical changes to re-
duce the funnel area and make it
more efficient. Its four carburators
and intake manifold have been
placed in the V's between the upper
and lower bunk of cylinders. The
propellor has been geared down
and the compression ratio of the
engine raised to about 7 to 1. There
are 48 spark plugs and 4 distribu-
tors.

Mie. Frantz And Son Conclude Concert
Series In Brilliant Piano, Voice Recita

an interview with Valentine
Vindt yesterday afternoon re-
ing the production of the three
nal plays, "The Joiners," by
ur Hinkley, "The Rockers," by
R. B. Buchanan, and "They
by R. L. Askren which it was
>unced would be presented in
a Mendelssohn theater next
day by the classes in the Play
uction department, it was de-
ely stated that the plays would
be produced.
was, in the opinion of Mr.
it, "that the students had
ed too hard all summer to be
d to put on another produc-
that it is too close to the ex-
ation period to ask them for
a work, and that it would be

in this area for the purpose of giv-
ing selected young men throughout
the states of Illinois, Michigan and
Wisconsin an opportunity to re-
ceive a course of military instruc-
tion and training, as well as to pre-
pare them for greater civic re-
sponsibilities. Frank criticism byj
civic reWsentatives, clergymen,
educators, and others is invited in
order that these camps may be
made Qf the greatest possible value
not only to the country but to they
individual attending.
Camp Custer, at Battle Creek,
will hold visitors' day on August 14;
Fort Brady, at Sault Ste. Marie,l


By C. Alexander Askren
Last night's concert in Hill audi-
torium closed the summer session
series of Faculty concerts with a
recital by Dalies Frantz, pianist,
and his mother,- Mme. Amelia
Frantz, soprano.
The first part of the program
was given over to an "opener," a
very dainty and delicately toned
Scarlatti number, Pastorale and
Capriccio, which showed clearly
the influence of the early period
of the piano. In its delicacy and
insignificance of tonal and sub-
ject matter it proved itself to be
written for the harpsichord, and
Frantz's interpretation of it ag was
sympathetic and restrained. The
more important number of the re-
cital was the Brahms arrangement
of the Variations and Fugue on a
theme by Handel. In itself the Va-
riations was rather a bad number;
it was a trifle boring and not quite
as coherent as it might be. Of
course a certain amount of inco-
herency is to be expected in such
a number from its very concep-
tion, but there was lacking the tra-
ditional treatment by connecting
adjacent episodes. The fault for
this does not lie so much in Frantz's
interpretation as with the compo-
sition itself, although the recital-
ist's attack of the subject served
to heighten the effect. Frantz at-

variations too much so that the
essential content, the continuity,
suffered because of his too dyna-
mic and bold interpretation. There
was power in the pianist's concep-
tion of how the composition should
be played and this he showed by
his blunt and well struck notes in
the bass and the left hand
throughout. Indeed this was the
distinguishing feature of Frantz's
technique during the whole pro-
gram. It makes for power but at
the same time it becomes a bit
wearirome and monotonous.
The vocal numbers by Mme.
Amelie Frantz justified thoroughly
her wide reputation in the East;
in fact, she was the "hit" of the
concert being recalled to give three
encores. The choice of selections
were admirably suited to Mme.
Frantz's high soprano voice, es-
pecially so the first number that
she sang, the "Care Selve" from
Atlanta by Handel. She is possess-
ed of a register that is much high-
er than is usual on the concert
stage and which becomes purer and
more beautiful the higher she goes.
Her deeper songs were just a trifle
strained but were possessed of a
sincerity for tones that make the
strain forgivable. Next to the "Care
Selve" the Strauss selection, Aller-
seelen, was the best of her songs,


August 17; Fort Sheridan, Ill.,
August 12; and Camp McCoy, at