SATURDAY. FEBRUARY 25. 1961 Dean Criticizes Benton Article The College of Business Ad ministration at the University is not one of those that William Benton was referring to . in his recent artice in "The Saturday Evening Post," according to Ossian McKenzie, dean of the college. In his - article entitled "The Failure of the Business Schools," Benton condemned. the narrow specialization of undergraduate business courses. A successful businessman who helped found one of the nation's largest adver tising firms, Benton called for more emphasis on the liberal arts as a training for a career in busi- 1 ness. When asked to comment on the article. McKenzie que s- Rudd W Services At The Reverend P. Barrett Rudd, associate director of the University Christian Association, will speak on "To Whom It May Concern" for the Protestant service of worship at 9 a.m. tomorrow in the . Eisenhower Chapel. Morning seminars will be held at 9:30 a.m. tomorrow at the Presbyterian University Center with worship services ati • • 9:15 and 10:45 a.m. in the Presby- Ober l in Dean terian Church.' The sermon topic will be "The Gillts•of Love." • The Lutheran Student Associa- W i Present lion will hold Bible study at 9:15 • a.m. tomorrow, Worship services* * unday Sermon will be at 8:30 and 10:45 a.m. in l a Grace Lutheran 'Church. The sec ond in a series of lectures on "Sci- Dean Roger Hazelton, of the ence and Religion" for the eve- Graduate School of Theology ning program will begin at 6:30. at Oberlin College, will speak on Holy Communion will be ob- "How To Grow Tall By Stooping" served at 6:30 Wednesday morn- for the service at 10:55 a.m. to ing with breakfast following i morrow in Schwab Auditorium. the center. Thursday evening Hazelton was a Fulbright re vespers will beheld at 6:30 in the search professor at the Univer- Eisenhower Chapel. Isity of Paris in 1951 and partici- The Wesley Foimdation will be- pated in international church con ginf discussion seminars at 9:4serences in Holland, Germany and a.m. tomorrow.- Fireside Forum Switzerland. In 1957 he was a will meet at 6:30 p.m. for a dis- member of the commission to pre cussion of "Existentialist Positive- pare a statement of faith of the Philosophical." Congregational Christian "The Gospel According to Churches of the United States. Mark" will be the lesson for the Hazelton is the author of six books on the philosophy of re- Baptist Student class beginning ligion, ethics and theology. ning program will begin with at 9:30 a.m. tomorrow. The eve- The 'University Chapel Chair, directed by Willa Taylor, will supper at 5:30 followed by a pro sing "De Profundis" by Virgil gram on "Thy Kingdom Come Thomson. On Campus." Dr. Hazelton will speak on The second in a series of lee- "Theology As Conversation" at tures on "Pacifism in an Atomic the University Christian Associa Age" will be given by Dr. Elton, tion forum at 8 tonight in the Atwater, head of 'the Departmentl Eisenhower Chapel Lounge of Political Science, at 7:45 p.m. tomorrow at St. Andrew's Epis copal Parish House. The B'nai B'rith Hillel Founda tion will hold a class at 8 p.m. Tuesday on "The Dynamics of History in the Modern Era" taught by Rabbi Norman T. Gold berg. The annual Purim carnival will be held thiS week. A Communion breakfast spon (Continued on page eight) 0000+soo Grilled or Broiled to your choice and served with Fresh Garden Salad, Golden French Fries, Our Own Baked Bread, Creamery putter and Apple Butter. , Our New Hours to Serve 'iou Better Will Be 7:00 a.m. to 11:30 p.m. Daily. • -DuTell puny FAMILY RESTAURANTS 230 E. College Ave. State College, Pa. , o - eooooTlsi7o.* tioned Benton's knowledge of the programs of most under graduate business schools to day. The dean wondered if Benton was referring to his own college days as a finance major at Yale 40 years ago, instead of the business schools of 1981. McKenzie added that he thought Benton had picked some of the worst examples of business schools. The dean defended his school by stating that it gives the student specialized training, plus a broad education for mov ing up the economic ladder. McKenzie said that the college is a member of the American Association of Collegiate Schools of Business. A school is eligible to join the association only if 40 per cent of the credits required for a degree are in academic sub jects. Only 98 of the nation's 587 Lead Chapel Fellowship 'Deadline_Set For Doctoral Candidates The deadline for both the IBM fellowship and the Graduate School fellowships for doctoral candidates is Wednesday. All materials must be turned in to the graduate school office, 106 Willard. The awards will be announced shortly after April 1. TUESDAY IS STEAK DAY SIRLOIN STEAK $ 1 .29 ThE DAILY COLLEGIAN.• STATE COLLEGE PENNSYLVANIA business schools have qualified for the association. Benton struck viciously at the math and English courses spe• daily designed for, students in ' business administration schools. McKenzie agreed with him on this point, but said that for the most part this is not true on this campus. Benton mentioned in his ar ticle recent reports from the Ford Foundation and the Carnegie Corporation which also were very critical of some of the practices of business schools. McKenzie said that they were timely and might govern future changes in many business schools. In faCt, McKenzie added, his office had sent a questionnaire to all the graduates of the College of Business Administration to see how their college education had helped them on their jobs. 'I L Choral Groups Combine For Concert in Schwab The Men's Glee Club and the Women's Chorus will join in the presentation of a concert at 3 p:m. tomorrow in Schwab Auditorium. The program will include num bers by each group and the com bined groups as well as by the Varsity Quartet. Poor Image of Advertising "Hucksters . . . Hidden Persuaders . . . Mad Avenue boys." These and other derogatory terms have so tarnished the image of advertising in the public mind that- leaders in the industry consider this deteriorating goodwill as the most serious problem facing advertising today. What has contributed to this poor reputation? According to Joseph Lorin, vice president of the Grey Adver tising agency, the lack of understanding of advertising in .our American society is the major cause. This lack of understanding is reflected in the following actions: • 1. Politicos used advertising as a whipping boy in the lasi campaign. The speech by Senator Frank Church at the Democratic Convention last Fall is a prime example. 2. Advertising is attacked by those who like to make a fast dollar by slinging half truths at advertising in books and articles. There are dozens in this crew. 3. The attacks by those who prefer a managed society as against our system of free choice and individual enterprise. Arthur Schlesinger, Jr., advocated a tax.on advertising in his paper on "Private Indulgence or National Power?" He has since regreted that he ever brought it up "but still feels that the government should use the tax power to "steer" private initiative, according to Advertising Age. 4. Some persons spotlight the misdeeds of a few in adver tising and use this to smear the many who sincerely and honestly try to use advertising as the power plant of a dynamic economy. This is. only natural. The transgressions of the few sinners are much more interesting than the good behavior of the multitude. For example, five coeds getting kicked out of the dormitory for boisterous behavior is more titilatinq than the fact that five thou sand studied hard that night. The . \ news media emphasize the unusual, the different, the illegal, and the bizarre. In advertising, the public has heard all the intimate details of the television quiz scandals, the attempts to knock the Liver out of Carter's Little Liver Pills, and the Colgate invisible shield. But how much comment do they read about the fine and informative advertising by Armstrong Cork or H. J. Heinz? This problem of adverse publicity was summed up in a talk by Walter Guild, head of a West Coast advertising agency and national president of Alpha Delta Sigma. "Doctors bury their mis takes," he said, "and Ministers consign theirs to Hell but adver tisers put all their mistakes on television for everyone to see." Obviously, explanations alone will not improve the image of advertising—it requires action.. The advertising industry is attack ing on two 'fronts: better controls over false advertising and better education on the objectives of advertising. Better Business Bureaus, which have been trying to keep advertising honest at the retail level for almost fifty years, are increasing their efforts. At the national level, a special board of review has been established by the Association of National Adver tisers, and the American Association of Advertising Agencies. There are 21 different Federal administrative bodies that have some control over advertising. In addition, there are more than 4,000 state laws affecting advertising. The media associations are preparing advertisements for use in the mass media that will help create a better understanding of the place of advertising in our economy. This is unusual for the advertising industry has seldom used its own skills to sell its usefullness to the general public. With more efficient controls within the industry and an en lightened public lawcaeness of the benefits of advertising, the advertising industry hopes to establish a better public image. Since business operates on faith, a good image is a prerequisite to effec tive advertising.. LSA FORUM SUNDAY, FEB. 26, 6:30 P.M. SCIENCE AND RELIGION Second In A Series of Three SPEAKER: DR. HAROLD SCHILLING Dean of Graduate School Lutheran Student Center--412 W. College —ALL WELCOME— Sponsored by Daily Collegian Alpha Delta Sigma Grant Aids Experiments With Plant Fungicides A fungicide that shows prom ise in controlling various diseases in turf grass, ornamental shrubs, roses, white pine and wheat is being tested by plant pathologists at the University. The tests are supported by a one-year grant of $750 from the Upjohn Company. PAGE, FIVE
Significant historical Pennsylvania newspapers