AMERICA RE-VISITED.

Hokitika Guardian, 21 February 1917, Page 4

AMERICA RE-VISITED.

Mr Stewart Dawson’s Impressions

Advertising a Fine Art

Mr David Stewart DawsoD, head and for-nd-r of tbe famous London firm of jeweller* mid watchmakers is at pre/ent in WeliingtOD, having come from London via America and Honolulu. Being a keehly observant man, with a very complete knowledge of the world and its ways, Mr Dawson’s impressions on the land of Uncle Sam will be fonnd of particnlar 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 expeoted to see great things, and I kept my eyes wide open, so that all the thrill of manly business, progress, purpose; and achievement might find its goal within me, Let me say at once, I expeoted 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 I regret to say I have been disappointed. However, there is evidence in many places of‘getting along,’ and I was told ‘ many localities were enjoying huge prosperity,’ but there are two kinds of prosperity: One kind that is thrust on a people, and the kind that bisiness people make for themselves. 1 found the former predominated. ABSENCE OF ORIGINALITY ‘‘Why did 1 not see great industrial ideals aud gieat 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 getting together and using the pick of all the valuable unprotected ideas of the world (industrial and otherwise), and why not ? Whether suoh a practice represents lack of brain-service, or an admission of humiliating weakness (or part of both), mnst be passed as an open question. I see no crime in nsing up wholesale the valuable ideas of others, bnt 1 do see that in following this course great and almost irreparable loss will ensue in tbe 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 be working on a copy—eternal copy—always copy, bnt sometimes with slight deviations. The prevailing American formula everywhere is ‘Supply the article,’ aud let tomorrow provide for itself.

OVER-RATED PERSONAL ABILITY,

“ The American usually shows a bright, cheerful and obliging fellowship, hut he persistently over-rates and proclaims his personal ability. In this respect the Americans are blind to tbe aid conferred on them through excessive protectionthey are blind to the responsive character of the natural resources of their country ; they are blind to the ever-increasing population, demanding increased supplies; and they are blind to the fact that theyare usiDg, free of charge, most of the 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 in the United States which further the object of ability, but whiob, for his own glorification, the average-minded American assigns the total as solely the product of his own ability.” ARCHITECTURE AND THE SKYSCRAPER. “But what of architecture, the buildings, hotels, department stores, shops, etc? Most thinking people will agree that the character and quality of meu’s minds are portrayed in their work. There are, no donbt, great minds engaged in tbe sphere of architecture iu such a great country as America, where there exists what every architect looks for, bat where an architect is redaoed to a kind of slavedom, regardless of his ability, his

art, or heroio 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 the skyscraper. The prospective property builder simply states the numher of storeys he desires, and up goes tho ‘ soraper ! They are all praotically alike —this also applies to the division of the floors. These skysorapers in a sense proclaim the stereotyped spirit of the country, but they probably carry out their dividend-earning mission satisfactorily. That consideration to the American is of first importance. HOTELS AND RESTAURANT. “The hotels are but a separate edition of the skyscrapers. Everything in and about them bsspeakes the word ‘standardisation.’ The food, however (a la carte), in many is all that could be desired. The restaurant decorations, even in some of the newest of them, form spectacles of dismay. Anyone who has visited our ‘Sarlton,’ London, oan picture its appearance by changing its ivory white and gold Adam’s decoration into chooolate brown, and plaoing overhead extremely heavy copper-colored electroliers, which, to add to the tragedy, are only faintly lighted during dinner. I remarked one evening to my dining friend, ‘Here is a thoroughly efficient recipe to dispel all our youth and baauty from our restaurants in London, so that with war economy the order of the day, we might paint all our restaurants inside chooolate brown. After a slight pause my friend remarked, ‘Not only yonth and beauty dine.’ Being a Scotsman, it took me a little time to see bis joke.

“The department stores are in fnll evidence throughout America, and enter into the family life largely, although the American department stores follow the one of the Bon Marohe 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 Amerioa, built some 50 years ago, was preceded 30 years by Compton House, Liverpool, a department store built by Messrs Jeffreys. The department store in Amerioa, taking its best points, offers attractive merchandise aod service, but there is nothing novel or wonderful in its environment. Stress, competition, and ciroumstances are sterotyping and Calling a halt on its early prosperous career. - ADVERTISING IN AMERICA.

“ Advertising in Amerioa has advanced to an attainment of fine art display and effective profitable service, for buyers, for advertisers, and for newspaper owners alike. The 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 oreate 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 throngh publicity; The result to-day, in Amerioa, is that the public believe in, aod chase after, advertised goods, and bay them preferably. Herein has been created, by a unity of purpose, a publio belief aud seuse of seourity 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,”