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Show THE Thursday, October 26, 1939 TIMES-NEW- NEl'lll. S. (TTAH PAGE THREE Bruckart's Washington Digest - MAKERSThreat of Soviet Expansion Rushes Preparedness Ads Invariably Public Sentiment Grows Insistent 'Contact' Part To Keep Out of European Muddle Of Community Unmistakable Change Is Going on Throughout the Country ; People Make Known Their Feelings and Their Thought Is Reflected in Congress. By GEORGE T. EAGER HE owner of a fine florist a. shon in a midwestern citv was recently discussing adwith a business vertising friend. The friend owns a thriving food store that does an annual volume of $300,000. A complete stock of choice foods, excellent service and judicious use of newspaper advertising had built the business. "Don't talk to me about advertising," said the florist. "There is so much of it everywhere that it just can't pay. By WILLIAM BRUCKART WNU Service, National Press Bldg., Washington, While the Roose- - WASHC-GTO- velt administration continues to subordinate everything to the general subject of the European war, there has been an unmistakable change in sentiment going on throughout the country and in the capital city. It is inescapable to the merest tyro of an observer. It represents a crystallization of that foggy thing called public sentiment. The senate has debated the Issue of repeal of the arms embargo to the fullest, but the debate has fallen short of telling the whole truth. There was an entire lack of any truly great speeches. Much additional light has been thrown on the whole question of a neutrality policy, yes; but I believe the senate failed to do the job in a way that history will measure as statesmanlike. The amazing fact is, therefore, that public sentiment should have solidiOed so definitely in such a short time, with a verdict that says: "We will stay out of that European mess; it is not ours, and we will not play their game." It is always difficult to describe what takes place in the matter of public sentiment, powerful as it is in the United States. But it is easy to describe the condition, the status, of national thought as represented by an overwhelming majority of the citizens. In the current case, it can be told in two sentences. A few weeks ago, the big shots of government were saying: "possibly" we can keep out of war; the present statement is that "probably" we can keep out of the war. It is a vital difference. The reason for this is obvious. People have made known their feelings. They have made clear that whatever else they may differ about, they are determined and united on the one proposition, namely, that we must not get tangled up with Europe's power politics. Further, existence of this sentiment has been thoroughly reflected in congress and those who would willingly toss our armies into the flame have begun to get scared about their own hides. D. C. er that is true or not, it is a fact that the President has done nothing row. at all to settle the senate to back the debate, Getting attention ought to be turned momentarily to the defeat of the motion to separate the arms embargo question from that involved in the "cash and carry" sections of the bill. Senator Tobey, New Hampshire Republican, proposed that the bill be split up, because there was virtually an unanimous vote in prospect for a law that would let American business sell ordinary supplies to both sides of the European struggle, provided the buyers came here in their own ships, paid cash for their purchases and hauled them away in their own vessels. Short shrift was made of that motion. It was licked by more than two to one. The reason: if the "cash and carry" section were disposed of, there would be so much less interest in the arms embargo repeal that its eventual defeat would be entirely possible. g Old Party Whip Is Used To Keep Followers in Line Which brings us back to the subof politics. It will be remem- ject at this newspaper here. So chockful of ads that mine would never be seen or noticed." The two men happened to be walking through the busiest section of the city. "You DVlTltlN I are one of a number of men in Fear of direct aggression on the part of Soviet Russia has led three nations Turkey, Finland and Rumania to speed up military preparations to an all-tivHIa mis city who high. Bottom picture shows a battery of Turkish artil- JH Lfjg' I j'jyVVji would be making lery entering the zone of the Dardanelles, only water passage from the Mediterranean to the Black sea and the back door to Rumania. Upper left: Rumanian troops on the march, ready to defend their border against any possible Russian threat. Upper right: Ready lor action is this machine gun crew of Finland's eirjiEL&IA you understood how advertising small but efficient army. Finland's position is most precarious because of Russia's westward movements works," said the and reported demands for Finnish islands. owner of the food store. "Advertising is just like Non-Europea- n the traffic in this city. Traffic looks tangled up and confused, there's too much of it and you might think that any single automobile or truck would be lost in the shuffle. But just remember that this gray car that is passing us and that red delivery wagon that Just turned the corner, are very important to a certain number of people in this city." It s the same way with adver tisements. There seem to be so many of them that they are confusing. But each advertisement is important to somebody. Today's papers carry an advertisement of my store featuring a special purchase of oranges and grapefruit, a lot of new cheeses and a special offer on ginger ale. To a lot of people that advertisement is lost in the traffic. But experience has taught me that this same advertisement will seek out for me enough people to whom the merchandise is highly important to make it pay." Youthful Cannon Fodder Naval Disaster ld No Grapes of Wrath Are These Van-denbe- IN . mm fix U.I Cigarette 'Tax' Insures Front Line View wrrla'' Its Urive Mrr lc n J policy-makin- jjS. g 18-fo-ot Giirr.er-Harrl-so- TF YOU a large size, then x 1835 is take a Dattern vou'll thor oughly enjoy, and make up time and aeain. Excellent for work, with darted, unconfining waistline and deep armholes, it is so neatly tailored and smart looking that you can receive your supper guests in it, too, and wear it for shopping and runabout. For home wear, make it of gingham or percale. For street wear. choose thin wool or flat crepe, and omit the pockets. Pleats Are Smart. If VOU SDend most of vnur Vinnra in an office or at colleee. then a dress like 1814 is a joyful neces- - Variety eight-year-o- d Fashions Easy-to-D- o Look bered that President Roosevelt called for an "adjournment of politics," during the dangerous period. No one made the open charge in debate, but there were plenty of senators who felt that the President exerted pressure to keep his own followers in line. The administration's leaders were quite well aware that a titanic struggle confronted them to obtain repeal of the arms embargo if it were cut loose from the "cash and carry" section. So the old party whip was brought into play. But all of the changes that have taken place in the country's thought have had one reaction In Washington that is not obvious to those living outside of the capital city. I have reported to you before how the little clique that surrounds the President extreme radicals and men with dreams who know how they will disappear if Democrats instead Clark Takes Wallop at of New Dealers are in control saw in the possibility of war an assurAssistant Secretary of War I must qualify that statement that ance of President Roosevelt's elecall of the big shots have toned down tion to a third term. They were The cannon goes boom! and Anthony Antonetti, Roxbury, Mass., boy, hurtles 35 feet from their remarks. Several continue rubbing their hands and licking their the cannon's mouth into a net. His cannonball exhibition was made during a national recreation congress to shout in an inflammatory way. chops because they saw themprogram at Boston. Photo at left shows Anthony waving from the cannon's mouth before the stunt. The best known of these is Louis selves certain to continue in their The jobs, great power. exercising Johnson, assistant secretary of war. It is unnecessary for me to discuss lack of enthusiasm for their plans has left them with nothing to do but Johnson's unwise statements. I can and Their sulk. mope strategy has for a Senator real quote authority, Bennett Clark, the Missouri Demo- been blown up under their own '':':':;:Vi;t;V noses. They do not know what to crat, dealt quite fully with the assistant secretary's utterances espe- do about it. The question that now confronts cially that in which Mr. Johnson said that "if the United States were the country, from a political standnot fully prepared for war, it would point, is whether the European war iU A I be overrun like Poland." Of that re- will run six months or a year or answer six to The the quesyears. mark. Senator Clark had this to say, during the arms embargo debate in tion is vital to the politicians. the senate : It is especially important to those "In my judgment, no more idiotic, who would "draft" Mr. Roosevelt moronic or unpatriotic remark ever to run for a third term, and I think has been made by a man in high it is being studied with great care by such men as Postmaster General public office , j "This is the same Louis Johnson Farley and Vice President Garner. is studied It with care being equal who has been flying around the counTaft of Ohio, and try in an army airplane for the last by Senators of each of whom Michigan, several years, preaching the inevitaflock of Presidential a has whole of war and the bility certainty of our being drawn in and drawing hor- bees swarming inside of his Republican bonnet. rific pictures with grisly prophecies of our shores being invaded and Farley Has Party Control our own land being laid waste." Locked Up in His Own Safe But after Senator Clark had has been noted, repeatedly, how streamlined the assistant secretary theIt arms embargo debate has found of war, he proceeded to fall off into of the the deepest water of demagoguery many Democrats aligned with the Presiby attacking President Roosevelt's favoring repeal. Most of the selection of members of the war dent, senators whom President Roosevelt earesources board. To make that to "purge" from the Demogle scream in its shrillest notes. sought European war failed to dampen the ardor of the 50,000 Italians who party believe with the Chief Senator Clark described it as a cratic celebrated this year's bumper grape crop in Rome, the eternal city. to Executive the that embargo ought "Morgan-duPont This gay tableau on one of the floats depicts Bacchus undergoing tempboard," which, to be Some few of the artation. anyone who knows the facts, is a dentrepealed. standRoosevelt are supporters rather silly statement. ing against repeal. The interesting With respect to the attack on Mr. fact is that the lntra-pertrow, Johnson, I only wish that Senator among the Democrats, has had no Clark had gone ahead with disclo- effect upon the stand taken by the sures so that the row party members in the embargo conin the war department could have troversy. And, thus, there has been had an airing. considerable speculation whether there is to be a healing of the con Johnson Reported Seeking v.sifeurs ceVraii!wounds. I think there will not be. Job of Secretary of War The differences seem too deeply It is no longer a secret in Wash- seated. Mtv-VK-Dssos o dllemanae ington that Mr. Johnson has been t However, that may be. It can be trying for months to get the job of said now that "Big Jim" Farley, secretary of war. He and Mr. Wood-rin- g who Is chairman of the New York do not get along, and have not State Democratic committee in for much of the time the assistant addition to being chairman of the e$ Sac, on the job. The National Democratic committee, has secretary has been c result has been continual friction, a control of the party locked up in his une vtvser " r"' handicapping of department policies own safe. If he chooses to align and a general fear among army of- himself with the Garner-Harrisoficers. They are afraid they will group, Mr. Roosevelt and his fol(ate get tangled up in departmental poli- lowers are through, washed up. If tics and every officer know if be he decides to support Mr. Roose4.. - .V; V. J5fj4-T- ji guesses wrong, the chances of get-tw- g velt again, the Demotop flight assignments are niL crats will be tossed about lita a Near victim of the sea was Guy As can readily be seen, such a sitstraw in a whirlwind. It appears to C. (inset) lone navigator a tn uation agency of this observer as of this time that tlie who Avery, a solo cruise from attempted government certainly does the na- swing of public sentiment definite- Tampa, Fla., to Europe in his tion no good. It is said that Presily against anything In the nature of Visitors to France' front line meet a new and delightfully different yawl. Avery left Tampa a year dent Roosevelt sees Assistant Sec- American participation in the Euroago, and when picked up by an "Instrument of war." They find they can p into the line upon payretary Johnson more frequently pean war probably will mean a Italian freighter was lost 550 miles ment of a tax of one cigarette, rayment gives the right to view Germ) to the than he confers with Mr. Woodring, Farley swing west of Gibraltar. lines by looking over the sand bags. the head of the department. Wheth side of the line. y New and hnnortant nf A GOOD AD HAS 'VOICE9 ONE of the successful men in the ad vertising business was recently telling of the valuable lessons he had received during his period of training. "I received my most valu able lesson when I first learned that an advertisement is not something pretty to be looked at but should sity. It's blithe, tailored, becoming and youthful, with skirt and button-frobodice, finished with a crisp little collar to keep it always fresh and Make it up in plaid wool or d in jersey or in both. It's too good a design to make up only once! The Patterns. No. 1835 is designed for sizes 36, 38, 40, 42, 44, 46, 48, 50 and 52. Size 38 requires iVs yards of material; yard of contrast; 2 Ms yards bias fold or braid. No. 1814 is designed for sizes 12, 14, 16, 18 and 20. Size 14 remaquires 33i yards of terial; Vz yard contrast. New Fall Pattern Book. Send today for your new Fall Pattern Book with a stunning selection of a hundred perfect patterns for all shapes and sizes. Save money and know the keen satisfaction of personally planned, prefectly fitted garments by making your own frocks with these smart, carefully cut designs. You can't go wrong every pattern includes a sew chart to guide beginners. Price of Pattern Book, 15 cents. Send your order to The Sewing Circle Pattern Dept., 149 New Montgomery Ave., San Francisco, Calif. Patterns 15 cents (in coins) each. box-pleat- nt new-lookin- g. bright-colore- 39-in- 54-in- greatest advertis- ing men the coun-tr- y has ever known. When a series of adve- rtisements Alms Done by Acts Alms may be done not only by money, but also by acts. For example, one may kindly stand by a. person to succor and defend him, one may reach to him a helping hand; the service rendered by act has often done more good even than money. St. Chrys-osto- was submitted for his he approval would run through them quickly and when he came to one he didn't like he would put his hand to bis ear and say 'I can't hear this one.' "Hir 'udgment was unerring and I begii to realize that advertise' ments for luxury articles such as perfumes, foreign cars, diamond necklaces should give forth a quiet sound like that of a conversation between cultured people. But other advertisements addressed to people who are in a hurry and have only a second or two to give to you have got to have more of the 'Hey youl' appeal. By their very appear ance, illustrations and headlines. they have got to make enough noise to stop the reader. One of the most interesting and profitable studies in advertising is to study the sound producing power of different arrangements of pic tures and type on the page of a newspaper. (Bell Syndicate WNU Service. (Bell Syndicate appear to actually give out sounds. I first got this idea while working for one of the ep step-by-st- Dr. Pierce's Pleasant Pellets made of May Apple are effective in removing accumulated body waste. Adv. Incurring Censure Those who raise envy will easily incur censure. Churchill. JUST A DASH IN Ff ATHKS. H;TIJ.-IM.g.i:H:M-JW-l x fcJ Salt Lake's NEWEST HOTEL WNU Servlrc.l 'Policeman of Paris Called Back to Duty The magnificently PARIS. bearded and mustached "policeman of Paris." Rene le Clerc, was brought out of retirement recently by the exigencies of war. The picturesque character, who used to direct traffic near the Porte Saint Denis, returned to active duly at Uie request of his former superiors. He bad retired a few months ago to devote his time to painting. "The most photographed policeman in the world," as he was known, took up a post In front of the town hall of the fifteenth Arrondissement in the Rue Blom-e- t near Porte Versailles, where traffic is lighter than at his old boulevard location. k t- I ( - 81 .4fcW- - Jul Hotel TEMPLE SQUARE OppenlU Muiwn TmwpU Wf.HLT KECO MM ENDED Rjfei $1.50 to $3.00 It'l DMrk of dittinctiofl to step af thif beautiful hottclry C HOHHITKK. Mrr. |