PAGE, TWO Gershenow to Head Liberals Earl Gershenow, junior in liberal arts from Ft. Monroe, Va., was elected chairman of Liberal party by the party steering committee Saturday. Gershenow, public relations chairman for the Student Gov ernment Association, a position from which he is resigning, re places Richard Snyder as party chairman. Snyder, a founder and leader of the party since its beginning this fall, resigned the post. In a letter of resignation he said he will, not be here to direct the party in the spring elections. Sny der is in Chicago on an account ing interncship. Gershenow said that ho ac Seven Coeds Interviewed For Mademoiselle Position Jfirs. Nancy Smith, assistant sibility, imagination and confi merchandising editor for “Ma- dence. demoiselle” magazine, yesterday The campus merchandising interviewed several women from plan sponsored by "Mademoiselle” whom she will select one campus provides on-the-job training for representative, undergraduate women whose ca-] The coed chosen will work in reer aim is fashion. It is in use the Mr. Charles Shop in State at many colleges and universities College and help to plan promo- throughout the country, tion and fashion shows for the Besides working in the Mr. store in coordination with Made- Charles Shop, the campus repre moiselle. senlative will submit reports to The following girls were inter- Mademoiselle telling of her prog viewed: Jerrie Markos, Marlene ress Reed, Faith Popkin, Melissa Herman, Arlene McClosky, Grot chon Huester and Phyllis Mandel baum Mrs. Smith will select the rep resentative shortly. The coed will be chosen on interest and respon- —Chester, common ending for English town names, comes from the Roman word caster meaning camp, since many were original ly Roman camp sites. - Begins TOMORROW - LAST DAY 'THE VILLAGE Of THE DAMNED" muT "CONSPIRACY OF HEARTS" I • Starts TOMORROW • “As Fine A Crime Film As You Are Likely To See!" HtfoW rr.bvo* I CeN<M*UI fe l*J» cepted the chairmanship of the party because he feels that Lib eral parly has the capability and potential to help raise the standards and effectiveness of student government here, Me pointed to the "Back-lhe Budg et” campaign which Liberal party started as an illustration, ‘‘lt is my hope that all poli tical parties will promote student welfare through responsible thought, action and criticism and not worsen the plight of_ stu dent government through inter party quarrels for the sake of character defamation,” Gershenow said in a statement. Gershenow said that the sug gestions for the reorganization of SGA which he expressed in two letters to the editor in last week’s JlaiiAa •.-Of-r'i UA'fS-? » it'jfiVAnCiHl- - :S-70 '>r.M £ ■ •• y "• ‘AD-aoos: \ SUNDAY* 1; TO 9 •" TAXI RETURN GRATIS A CONTINENTAL OISTKBUTWG, INC. RELEASE IT HAPPENED IN MM DAYLIGHT i Artfully Wrought Murder iterjr Thriller” N. V. New* THE DAILY COLLEGIAN. STATE COLLEGE. PENNSYLVANIA TlitlltCA M(N(«*JkTri rutmilifw ‘ Daily Collegian were his own beliefs, and at this time, do not express the views of the party. "Liberal parly will do every thing possible to further stu dent government," j Gershenow added. Dale Harris, leader of Liberal party’s ‘‘Help Cut the Budget Cut Committee,” was elected party vice chairman replacing Barry Flashman, who also resigned. Gershenow also announced that there will be an open party meet-, ing this Sunday at 6:30 p.m. in 121 Sparks. The meeting is being held, Gershenow said, to explain the purpose and organization of the party to interested students. Primary registration will be held the following Sunday, according to Gershenow. French Movie Scheduled The French movie, “Papa, Ma ma, the Maid and I” is scheduled for 8 p.m. tomorrow in 209 Home Economics South. Starring in the picture, which has English sub-titles, are Fer nand Ledoux, Gaby Morlay, Nicole Courcel and Robert La moureux. What is Advertising? You can become an expert on advertising if you are irritated by any one of the millions of ads open to public view. At least this seems so. Witness all the people on college campuses who make foolish statements about advertising. For example, Schlesinger, the Harvard history professor, is appalled that more money is spent on advertising than on education. As tho the two have anything to do with each other. Like so many other intellectuals he shows a complete ignorance of what advertising is. Advertising is merely an economical way of selling. If personal salesmanship had not become so expensive, adver tising would never have come into existence. Imagine the price of products if the consumer had to bear the expense of being contacted in person by a salesman. This sales expense born by advertising amounts to about three per cent, on average, of the total price of a product. Why doesn't Schlesinger compare the amount spent in manu facturing a product with money spent on education? The cost of raw materials, for example. Or capital invested in plant and equipment. Or total wages. These, along with transportation, storage, retailing, return on capital, and advertising make up the price you pay for a product. Why single out advertising when the comparison with other costs of a product would offer a far more dramatic contrast? The reason Schlesinger and some other college professors belabor advertising is that it is one of the most overt facets of the free enter prise capitalistic system. By criticising advertising they can build a case for greater participation of government in the lives of people. Advertising represents freedom of choice. And according to Schlesinger & Company, this leads people to make the wrong choices. If people would give more money to the government, it would be more wisely spent. Of course there are many holes in this argument. But the most glaring is that if people are not intelligent enuf to differentiate be tween what is good and bad for them, how can they possibly be wise enuf to choose the right people to make their decisions? Incidentally, some of the advertising used by both political parties during the last election would make any ethical advertiser blush. Of course you will find some ads in poor taste. And a few un ethical advertisers. Just as you find quack doctors and unethical lawyers. The advertising profession is as embarrassed as are the medical and legal professions when they meet with unethical prac tices in their field. And they are constantly trying to clean house. However, the greatest weapon against quackery in any area is an intelligent public. Fortunately the intelligence of the American people is increasing with each generation. If people still retain their prerogative to make decisions for themselves, they cannot but help improve advertisements. All they have to do is stop buying an offending advertiser’s product. Criticism of individual ads and advertisers for overstepping the bounds of good taste is healthy. And welcomed by the advertising profession as a whole. However, some people protest that advertisements don't give the whole truth; that they are enthusiastic about the virtues of their product only. This is amusing. Especially from a married person. I rather doubt that during courtship any person makes a point of revealing his or her deficiencies. If one did there would be few marriages. And if advertisers did there would be fewer products sold—or produced. I am also amused by people who berate advertising who come to advertising professionals to get help putting over a community library or church fund. For some strange reason they don't seem to consider this activity as advertising. I suppose advertising will always be misunderstood. And there always will be advertisements which need criticism. As long as the critics differentiate between an advertisement as such, and advertising as a necessary and economical way of moving products from assem bly line to the consumer, their observations will be of value. If they don't their criticisms will only serve to confuse themselves. I have faith in people. They will recognize the spuriousness of statements by uninformed critics as quickly as they do the misrepresentations of unethical advertisers. Ml Will Offer Basic Courses This Summer The Mineral Industries College will be offering more general courses this summer than were offered during previous summer sessions. Upperclass MI courses, how ever, will not be offered during the summer term, John D. Ridge, assistant dean of mineral indus tries, said yesterday. We can only offer most of our upperclass courses once a year because of the small enrollment in the MI curricula, Ridge said. The entire enrollment in the curriculum would have to at tend the summer term before we could offer an upperclass course, he added. A freshman will be able to en ter the MI College this summer, Ridge continued, because the only MI course a first semester stu dent takes is Geology 31 and this course is being offered. The MI College will be offer ing Geology 20, 21 and 31 and a few geography courses, Ridge said. TUESDAY. MARCH 7, 1 HEc Holds Coffee Hours The Home Economics club sponsoring coffee hours from 9 to 10:30 a.m. Monday through E day in the Home Economics L ing center for the students s faculty in the college. mi Mia i>ap|nmi 'GO NAKED IN THE WORLD' Starts TOMORROW THE PRODUCERS OF fT*** ■carry WIfIPBE rmhmf i Htu mis fsooocmn | A COLUMBIA PICTURE RELEASE g ADDED ATTRACTION "A SPORT IS BORN”
Significant historical Pennsylvania newspapers