AMERICA RE-VISITED

Dominion, Volume 10, Issue 3005, 16 February 1917, Page 6

AMERICA RE-VISITED

MR; STEWART DAWSON'S IMPRESSIONS

ADVERTISING A FINE ART

Mr. David Stewart Dawson, head and founder of the famous London firm of jewellers and watchmakers, is at present in Wellington, having come from London via America and Honolulu. Being a keenly observant man, with a very complete knowledge of the world and its ways, Mr. Dawson's impressions on tho land of Undo Sam will be found of particular interest at the present time.

"Perhaps I arrived in New York with too high expectations," says Mr. Dawson. "One thing I know; I was prepared for and expected to see great things, and I kept my eyes wide open, so that all the thrill of manlv business, progress, purpose, and achievement might find its goal within me. Let me sa vat once, I expected to see in this greatly vaunted business country American commercial ideals, and business attainments, industrial and otherwise, all enshrined with the spirit of imagination and originality, all courageously visible to the casual observer, but 1 regret to say 1 havo been disappointed. However, there is evidence in many places of 'getting along,' and I was told 'many localities were enjoying huge prosperity,' hut there are two kinds of prosperity. One kind that is thrust on a people, and the kind that business people make for themselves. I found the former predominated.

Absence of Originality. "Why did I not see great industrial ideals and great improvements in America? It is perfectly apparent to me, and little doubt to many others, that the United States has been the great expert assembling emporium in gettiug together and using tho pick of all the valuable unprotected ideas of the world (industrial and otherwise), and why not? Whether such a practice represents lack of brain-service, or an admission of humiliating weakness (or part of hoth), must bo passed as an open question. I see no crimo in using up wholesale the valuable .ideas of others, but I do see that in following this course great and almost irreparahlo loss will ensuo in the non-develop-ment of the country's brain-power. Therefore to-day in America the prevailing condition throughout industry is that invariably every person appears to ho working on a copy—eternal copy —always copy, but sometimes with slight deviations. The prevailing American formula everywhere is 'Supply the article,' and lot to-morrow provide'for itself.

Over-ratsd Personal Ability, "The American usually shows a 'bright, cheerful, and obliging fellowship, but he persistently over-rates and proclaims his • personal ability. In this respect the Americans are blind to the aid conferred on them through excessive protection; .they are blind to the responsive character of the natural resources of their country; they are blind to tho ever-increusing population, demanding increased supplies; and they are blind to the fact that they are using, free of charge, most of tho world's industrial inventions, which cost hundreds of years of human effort, and millions of capital to . produce, now daily used by them without a penny cost, or the least dignity of consideration. The above are only a few of the economic conditions existing m the United States which further the of ability, but which, for his own glorification, the average-minded Am'.""can assigns the total as solely the product of bis own ability."

Architecture and the Skyscraper. "But what of architecture,- the buildings, hotels, department stores, shops, etc.? Most thinking people will agree that tho character and quality of men's minds aro portrayed in their work. There arc, no doubt, great minds engaged in the sphere of architecture in such a great country as America, whero there exists what every architect looks for, but whero an architect is reduced to a kind of slavedom, regardless of his ability, his art, or heroic intentions, etc., and only buildings that will pay dividends, although devoid of art and character, are asked for, • the soulless skyscraper is the sequel. Standardisation, which is everywhere in full evidence in America, is rampant in tho skyscraper. The prospective property-builder simply states the number of storeys he desires, and up goes the • r scraper!' They are all practically also applies to tho division of the floors. These skyscrapers in a sense proclaim tho stereotyped spirit of the country, but thoy probably carry out'their divi-dend-earning mission satisfactorily. .That consideration to the American is of first importance.

Hotels and Restaurants. "The hotel's are but a separate edition of tho skyscrapers. Everything in and about them bespeaks ,the word 'standardisation.' The. food, however (a: la cartel, in many is all that could be desired.' The restaurant decorations, even in some cf the' newest of them, form spectacles of dismay. Anyone who ! has visited our 'Carlton,' London, can picture its appearance by changing its ivory white and gold Adam's decoration into chocolate brown, and placing overhead extremely heavy coppercoloured electroliers, which, to add to the tragedy, aro only faintly lighted during dinner. 1 remarked one evening to my'diuing friend, 'Hero is a thoroughly efficient recipe to dispel all our youth and beauty from pur restaurants in London, so that with war economy | tho order of the day, wo might paint ! all our restaurants inside chocolate brown.' Alter a slight pause my friend j remarked, 'i\ot only youth and beautj I dine.' Being a Scotsman, it took mc a little time to see his joke. "The department stores are in full evidence throughout America, and they enter into the family life largely, although the American department stores follow the cue of the Bon Marehe, and Louvre in Paris, as closely as their ! less expensive or less artistic class of merchandise will permit. It is safe to say that the first department store in America, built some 50 years ago, was preceded 30 years by Compton House, Liverpool, a department store built by Messrs. Jeffreys. The department store in America, taking its best points, offers attractive merchandise and service, but there is nothing novel or wonderful in its environment. Stress, competition, and circumstances are sterotyping, and calling a halt on its early prosperous career. • Advertising in America. "Advertising in America has advanced to an attainment of fine art display and effective profitable service, for buyers, for advertisers, and for newspaper owners alike. Tlie why and wherefore to business readers of this notice may prove interesting. This rests in the reason that leading American newspapers have,, for many years past, editorially informed their readers that advertised merchandise (to create lasting patronage) must always stand for perfect buying security, and the best value. Mercantile houses have consistently backed up this editorial service with goods of like full character, offering the same through publicity. The result to-day, in America, is that tho public.believe in, and chase after, advertised goods, and buy them preferably. Herein has been created, by a unity of purpose, a public belief and sense of security in ordering and buying advertised goods that, is .probably not equalled in any other country. My personal view (emphasised by 45 years' experience) runs in. thorough agreement."