PAGE THREE
'Incredible Journey’ Proves Mediocre Epic
University of Southern California
PAGE FOUR
Seventeen USC Seniors May Finish Careers
Vol. LV	LOS ANGELES, CALIFORNIA, THURSDAY, NOVEMBER 21,1963	NC. 43
Topping Gives Policy Summary
Help Clear Speakers Issue
RAPS PACKARD
CASE FOR SALESMANSHIP
Visiting Specialist Defends High Consumer Spending
By <iKE(. HILL
What's wrong with spending ?
Xot as much as Yance Packard. America's literary guardian of economic morals, claims there is. a visiting marketing professor told the Faculty Center Association 5 sterdi y at its noon luncheon.
Dr. Steuart Henderson Britt ot Northwestern University took Packard, the author of such socio-econo-
'"The Wastemakers." “The Status Seekers" and ‘‘The Hidden Persuaders." to task for his attack upon the nation's consumers and producers.
“Packard seems to think there's something immoral ' about having two of anything." he said, refuting the writer’s charge that the nation was overspending.
An expert in marketing and advertising. Dr. Britt labeled Packard's works as
micaJlv oriented critiques as “fun books." In particular.
Professor Evaluates Advertising Influence
Dr. Steuart Henderson Britt. ; rotcssor of marketing and r search at Northwestern University, told the Southern California chapter of the Ami ri< an Marketing Association last night that the genuine importance of advertising is greatly underestimated by most people in business.
Dv Britt, visiting professor or the Graduate School of Business Administration, said no single research method exist.-- as vet which by itself vill provide a comprehensive c ilration of an advertisement
“Advertising is just one of the factors which lead to a purchase or repurchase and ther- is no guarantee that more money will be made if a certain ad is run." Dr. Britt pointed out.
In a slide-picture presentation, Dr. Britt discussed research techniques of the Leo F imett agency in Chicago, which is organized to solve specific problems and carefully integrate research into the process of creating advertisements.
Professor Britt feels that a great deal of advertising is
not designed to make sales, but rather to predispose people to buy.
“The main purpose of Burnett's Creative Research Workshop." Britt said, “is to assist the ad-makers during the early stages of development."
There are more than 11.000 people a year going through the various testing procedures.
Dr. Britt also discussed research done by Dr. John C. Maloney, research psychologist of the Burnett agency, on the problem of advertising “believability.” The research results tend to shatter the general theory that the consumer must believe advertising statements or claims if advertisements are to be effective. he said.
There is a wealth of evidence trom the Burnett agency to show that a great many people who don't believe in certain claims may become so interested that they seek out additional information about the product just to settle the issue or “to see for themselves.” according to Dr. Britt.
he thought "The Wastmak-ers“ a "gas of a book."
The marketing professor said that Packard and fel-i low critics John Galbraith! and Arthur Schlesinger Jr.1 form a troika which find a sinister motive behind all ventures undertaken by American business.
Not Seriously
"Packard shouldn't be taken so seriously,” Dr. Britt maintained. He said Packard and writers like him advocate la return to "cracker barrel days" when big business and advertising were not all powerful.
Dr. Britt also charged that commercials and other forms of advertising do not hypnotize the American consumer and determine when and what he buys.
He described the consumer as “wary and hard-eyed."' a buyer who isn't bamboozled into purchasing what advertising constantly heralds.
The advertising expert said he considered many commercials a “belly - laugh." more to be appreciated for their farcical nature than for their economic importance.
Poor Taste
Although he admitted that !commercials were often in poor taste. Dr. Britt repeated that “advertising doesn't force us to buy."
Dr. Britt equated the freedom to spend with such inherent rights as the freedom to speak and the freedom of the press. Such a freedom, he said, was not corrupted by "wastemakers" nor dictated :by "status seekers” and “hidden persuaders" nearly to the I extent which Packard implies i in his books.
Senate Seeks New Committee
By DAN SMITH Daily Trojan Editor
An ail-clearing breeze was blown across the clouded campus speakers issue at the Faculty Senate meeting: yesterday in the form of a statement by President Topping and a resolution requesting appointment of an ad hoc committee to “effect the clarification, interpretation and	‘
Enzyme Cops Direct Lives, Webb Notes
satisfactory implementation" of university policy on speakers brought to campus by student groups.
Dr. Topping presented his clarifying statements b y reading a summary of points brought out at a meeting he had last week with the representatives of the Faculty Sen- Enzymes are like traffic ate and the USC chapter of coPs’ m the human body in the American Association of they direct hundreds of University Professors, different chemical changes, a (AAUPi	USC pharmacologist said yes-
terday.
Dr. John L. Webb, the first
The summary explained that no change in university
policy regarding speakers Graduate School s nrst crea-sponsored by student groups **ve scholarship and research is being contemplated and auar^ lecturer, discussed the that the policy is the same many uses of enzyme inhibi-as stated in Scampus.	^ors during a lecture for grad-
es ,	,	e uate students in Founders
Speakers in defiance of
United States laws and the	, . , ,
Constitution are prohibited . ^ ^plained that enzyme t	, - , , . , inhibitors control rapid, ir-
from speaking before stud- , , . * , ,
,. .	regular beating of the heart,
ent groups, according to the	„ . ^ _
Prevents Danger
summary.	.
,T . .	.	This prevents a big danger
fimersity Notice	when the body is cooled for
It added that groups must SMcia, , of	th(,
- university recognition. speaker toId the aud,ence
uate
Hall.
He
SCHOLARSHIP WINNER - Marshall
Grossman, graduate law student, is shown accepting a $1,000 check from Law School Dean Crrin B. Evans as
Daily Tro.jan Photo
Gordon Dunn, representative cf Collier's Publishing Co., looks on. Collier's gave Grossman the scholarship for participation in their Summer Sales Program.
have
which is granted if “its proposed field of activity clear-lv relates to some academic
Business Expert Stresses Sophisticated Leadership
He also said one of the
newest ways of studying the
. , , , work of enzymes is simply to or professional area included	,
\	. stop the enzymes from work-
in the total program of the jn|tr
j university."
Procedures for obtaining recognition as outlined by the |summary require an applica tion countersigned by a faculty sponsor be filed with the dean of students.
The enzyme inhibitors. Dr. Webb explained, prevent acute chest pains associated with certain types of heart disease.
“Presumably, the enzyme inhibitor allows the heart to The summary explained that loperate more efficiently." the to gain approval to bring an pharmacologist added, off-campus speaker before an	Disease Production
WINNING MISSES
Grid Rally To Be Held
The Trojan Marching Band, along with USC's yell leaders, will stir up enthusiasm for the Trojan - Bruin tussle Saturday during a rally tomorrow at 4:45 p.m. on Bovard Field, rally chairman Ed Shuey said yesterday.
Shuey said it was especially important that Trojans |turn out in large number, be-ta u se a videotape of the ‘event will be telecast Sunday afternoon over KABC - TV. ■ The rally will be part of a jsports program showing USC - UCLA homecomings, 'rallies and games.
“It is important for students to support their team j before the coming game with UCLA.” the rally chairman explained.
Business expert Dr. John R. Van de Water stressed the need for more sophisticated industrial relations yesterday as he addressed the bi-annual meeting of the senior chapter of the Society for the Advancement of Management (SAM).
The lawyer-professor told h o w enlightened business leaders are beginning to promote a campaign of mutual understanding among their employes, thereby averting costly and harmful labor misunderstandings.
Now Trained
Executives ot more than 350 business firms are now being trained in the art of informing employes of the benefits the company is offering them. This type of informative intercourse has proved to be an effective means for convincing employes who are are considering union representation to change their views, he said.
Dr. Van de Water said that
top union officials have admitted to him that unions generally do not offer higher wages, but that prospective members are led to believe such to be the case because their employers do not counteract union persuasion.
Kaiser Plan
He cited the Kaiser Plan as being successful and valuable in the search for improvement in union-management relations. The work being accomplished by the steel company management shows that improvement in industrial relations is possible, he added.
When management does nothing to keep its employes from joining a union and carrying out a strike, it appears to observers that it isn’t interested in cooperating with labor, the business analyst explained.
“Labor leaders are business people and have to be dealt with as such,” Dr. Van de Water said. “Management is often soft and has to devel-
,,	officiallv recognized group an
op a program to win the ap-	, , , ,
application signed by the faculty sponsor must be filed with the dean of students. Appeal, in case of rejection.
Complete text of the policy summary read to the Faculty Senate by President Topping appears
on Page 2.
proval of its employes.”
On the subject of automation. the expert said that!' there is no statistical proof that automation has reduced the total number of jobs in this country. He added that it will take more than 300 years to completely automate the United States.
The speaker also. touched must be made to MuI on the impending evil of com-Whke vice president for pulsory arbitration. He said student and alumnj affajrg or the trend is for big indus- President Topping, tries to become big sticks.	students Onlv
with the power to set prices „The M concerning for the whole industry, and speakers not associated with for government to step in the university applies to stu_ when there is labor difficultyjdent or„anization? on|y,” the
read bv Dr.
to mediate, in effect taking ;control of business.
.Management Responsible
He said that railroad man-
sters.
Institute Schedules lalks
FUUR WINNERS
freshman weme Batten, secretary president; and
— Newly ele n's auixiliary ; Janet Kier, Sue Deane,
cted officers of Trojanes, tc AMS, are (l-r) Jonell historian; Diane Jewell, vice president-treasurer.
The 40th annual meeting of the Institute of World Affairs j sponsored by USC will be held at the Huntington-Sher-aton Hotel in Pasadena Dec. 1 through 4. Dr. James T. Watkins IV. professor of political science at Stanford and director of this year’s institute. announced recently.
The institute will focus on patterns of world politics that seem to be evolving in today's quest for peacc. world order and human welfare, Dr. Watkins said.
There will be eight guest, fcpral.c-rs each speaking on some aspect of the institute’s theme—“The Grand Design.
Among the scheduled speakers are Gen. Lauris Norstad. former Supreme Commander of NATO and now president i
of Owens-Corning Fiberglass International in New York; Jose Figueres, former president of Costa Rica and visiting lecturer at Harvard University; and Dr. Francis O. Wilcox, dean of the School of Advanced International Studies at Johns Hopkins University.
Other speakers will be the Very Rev. Leonidas C. Con-tos. dean of St. Sophia Greek Orthodox Cathedral in Los Angeles; Harland Cleveland, assistant secretary of state for international organization: and Edgar S Furniss Jr., director of the Mershonj Social Science Program in National Security at Ohio State Univeristy.
Sir Richard Allen, former:
British ambassador to Burma and now visiting professor at the Institute of Russian and Far Eastern Studies at the University of Washington, and Richard E. Kelfa-Caulk-er. Sierra Leone ambassador to the United Nations, will also speak.
Institute director Dr. Watkins is an authority on the Far East and on international organization. He has three degrees from Stanford and has also studied at the; League of Nations Library in Switzerland
Dr. Watkins taught in Japan, China ind at Ohio State and served in the navy during-World War II, becoming a political affairs officer at military government headquarters in Japan.	i
summary, as
Topping, said.	.
"Faculty members may invite into classrooms individ-jagement is more responsible ua,s whose appearance before
for the current stalemate in student groups wouId not be labor relations than is labor. jn accordance with unjVersity Management permitted the policvjt continued. -Class-featherbedding clauses tc be roQm appearances would be placed in contract years ago related to the academic pur. and nou labels them mon- pose 0f the courses and would
be a matter for discussion by the appropriate departments and deans."
The final statement in the summary read by Dr. Topping said the president has requested n e w procedures (Continued on Page 2)
LAS Forum Will Meet
A Letters, Arts and Sciences torum will be held today at 3 at the YWCA. Humanities President Deanne Koziol announced yesterday.
"Does USC Prepare Students for Graduate School?" will be discussed during the forum.
Panel members representing the faculty will include Graduate School Associate Dean Donald Queller, LAS Dean Neil Warren and Associate Dean of Humanities J. .Wesiey Robb.
After joining the Stanford faculty in 1046. he was a visiting professor at Tokyo University in the summer of 1950. He is the author of "A Settlement with Japan.” and co-author of “General International Organization" a n d “Control of Foreign Relations in Modern Nations."
Various topics under consideration at the institute will include "Will Success Spoil the U.N. ?" "Mans Disorder a n d God’s Design,” "De Gaulle’s Concept of Europe,” •N aTO — A Review,” "Latin America Today Britain's Aftermath of Colonialism in Southeast Asia.” "The Role of the African States in the U.N." and “The U.S. in the U.N.”
The enzyme inhibitor can produce “disease-like states.” he said. He cited, as an example. irregular heart rhythms or arrhthymias.
“When scientists can produce diseases experimentally." the speaker noted, “they can study them.”
Dr. Webb was given the $1,000 USC Associates 1063 award for creative scholarship and research as a result of his work on Enzymes and Metabolic Inhibitors.
The speaker won an associates award of $1,000 in 1060 for excellence in teaching.
He has been doing research on enzyme inhibitors for 15
vears.
U.S. Judge To Address Law Group
Hon. James R. Browning, judge of the U.S. Court of Appeals for the Ninth Circuit, will address members of Legion Lex. Law School support group, at their 7th annual dinner tonight in the grand ballroom of the Beverly Hilton.
Three hundred members of the support group are expected to attend. Guests wil! be President Topping and Vice Presidents Thomas P. Nickell Jr.. Carl M. Franklin, Mulvey White and Tracy E. Strevey.
Board of Trustee members Harold Morton. J. R. Fluor. G. Everett Miller and John Abel are also expected to attend.
Judge Browning graduated in June 1911. from Montana State University Law School, where he was editor-in-chief of the Lav.’ Review. In three years of service with the Army during World War II. he rose from private to first lieutenant.