A NATIONAL AIM

Evening Post, Volume CXII, Issue 86, 8 October 1931, Page 12

A NATIONAL AIM

AND NATIONALLY LED

"PREFER YOUR OWN"

A national advertising scheme is in progress as part of'the public appeal to the people of New Zealand to prefer New Zealand-mad© goods. No advertising scheme could possibly have a higher endorsement, for tho leading figures in its pages are His Excellency the Governor-General (Lord Bledisloc) and the leaders of New Zealand's three political parties. In this case, "none is for the party, and all arc for the State." When His Eoyal Highness tho Prince of Wale 3 was bold enough to break with tradition to the point of inquiring into the origin of manufactured goods, and of commending to his fellow-coun-trymen their country's productions, ho made an advance which the/ modern spirit keenly approves. Royalty is non-party in the political sense, but is under no obligation to be non-national in the economic and industrial sense. It was, therefore, a national gesture to be prized and praised when the Prince of Wales became in effect an Ambassador of Trade, an advocate of the merits of British goods, and a candid critic of the British manufacturer's weak points (e.g., salesmanship)."Prince of Sales" is no reproach. It is an honour. His Excellency the Governor-General has played, in the eyes of New Zealand, a role similar to that played by the Prince of Wales in the eyes of .'the Empire^ Lord Bledisloc is skilful in the use" of words, and is happy in the art of gesture "Your prosperity and the value of your money," ho writes, "arc materially increased by giving preference to New Zealand-made goods." Charity, ho points out, must begin at home. Any criticism that this preference crusade ignores price and value is negatived by the following eminently just observation: It is true patriotism and the Jieight of prudence to support local industries by purchasing their products. -If these are not available ,of the description: and quality and at the price desired, then—and then only—is the purchase of imported goods justifiable. So far as the Dominion-wide advertising scheme has proceeded, the Gov-ernor-General's message has been the feature. Features to come are a collective message from the Prime Minister, Mr. Coates, and Mr. Holland; also, later, individual messages from these three leaders. The New Zealand citizen is asked to soe the New Zealand factory ; but he is asked to see far more. He is asked to visualise, behind the factory, the home.1 Itoneeds little imagination to connect the factory wages sheet with the kitchen table. The citizen can help to make that table bare or otherwise. According to the degree to which tho citizen wears New Zealand-made or foreign-made, he can give or refuse employment to New Zealandcrs. Ho carries on his back, or otherwise uses or consumes, something that can lower or raiso the unemployed registrations. If proference were given generally to all New Zealand-made articles that arc on an honest competitive level with oversea articles, much privation in this country, and much resulting social bitterness, would be cured.