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ZURICH CITIZENS NEWS
THURSDAY, APRIL 24, 1975
Do you get the message?
Isn't it marvellous --this age of communication in which we
livel Just' imagine—flying from London, England to Toronto
in a little over two hours! That's what the new Concord jet can
do, and since it beats the sun be several hours, it could deliver
a letter in Toronto today that was sent from London tomorrow --
(barring a mail strike, of course). Now that's communication!
Meanwhile, satellites are flashing picture messages around the
world in seconds;. computers are spewing out a volume of infor-
mative messages that boggles the mind --and sometimes the
computer. How many telegraph wires and cables are sending
messages at this very moment? How many telephones are ringing
right now with potential messages?
The irony of it is that in this great age of communication we
find more and more evidence of lack of communication --between
husbands and wives, parents and children, minority groups and
the establishment, management and labour, and between nat-
ions. Individuals, groups and nations reach out for the help of
marriage counsellors, psychiatrists, group therapists, strike
mediators, special ambassadors and truce teams --all in an eff-
ect to communicate. Words pile on words to create a monument
to our tragic inability to communicate with each other in a
significant way.
There is an ancient story which is, in itself, useful comment-
ary on the art of communication. It tells of an old gardener
and a very close friend who shared his love of gardening.
They used to take long walks together and they drank their
evening tea together, saying hardly a word but exchanging
views and emotions by a shake of the head, a smile or a frown.
In time, the friend was sem to a distant land and after many
years, the old gardener was thrilled to receive a letter from him.
The letter was very brief but it brought a flood of memories
and joy to his heart. It said simply "Today I pruned my rose
tree." ---It took mouths for the old gardener to compose a
reply to his friend --one that would express all his affection,
his memories and loneliness. At last, the return message was
ready --an expression of the ties that bound the two old men
together-- and it reads as folios: "Today, I too, pruned my
rose trees."
Surely, his friend got the message -- loud and clear.
(contributed)
A healthy trend in advertising!
Recent years have seen increasing criticism of the advertising
business. Unquestionably, much of this public reaction has been
justified. Examples of advertising offences --bad taste, sexual
innuendos, exaggerated and misleading claims, "keep up with
the Joneses" themes and overemphasized personal image appeals
--have been too apparent in T.V., radio and print media.
Fortunately, corrective influences are at work. In today's
climate of energy crisis, recession, inflation and shortage,
advertising has had to become more realistic and informative,
putting stress on value. This helps consumers make better dec-
isions.
Other restraining influences are found in increased government
regulations and the watch -dog activities of consumer groups.
In addition, the advertising business has strengthened its own
reform efforts. The Advertising Advisory Board, disciplines off-
ending companies. These and other national advertising org-
anizations have, in turn, been influenced by the "Truth in
Advertising°' ethical studies recently conducted by the Toronto
School of Theology.
Of course, some advertising excesses are still evident. For
while false statements about a product or service can easily
be checked, vague implications often go unchallenged.
But the final verdict hies with the consumer's response, or,
lack of response, to each commercial message.
(contributed)
ZURICH Citizens NEWS
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Isternatiouul Scan
(by Raymond Cannon)
VIETNAM NOT THAT
IMPORTANT
It is very tempting to agonize
over what is going on in Viet-
nam right now but I am going
to resist the temptation.
There is, after all, enough
being written at the present
time with all sorts of ideas as
to what went wrong. or what
is to be done. I have just heart
that Phnom Penh has fallen and
I presume that the analysts will
now add Cambodia to their list
of topics that require an agon-
izing reappraisal.
I have never been to Vietnam
but I seem to have become
acquainted with the place at
an early stage. I was training
French pilots for NATO when
Dien BienPhu fell in 1954 and
I had the job of breaking the
news to them. It was the capt-
ure of this" place by the insurg-
ents that broke the back of the
French resistance and led to the
Geneva Conference later that
year.
'Two years later when the Can•
adians were participating in the
ceasefire activities in Indo
China- a lesson in frustration
if I ever saw one, all the young
single officers in External Aff-
airs were expected to spend a
year over there. I filled the
bill for the requirements but
escaped, not by getting married,
but by coming down with a bad
case of hepatitis which limited
my activities anywhere for
quite a while. Those of my
friends who did go were not
overly impressed with the place
and talked mainly about the
rampant corruption as well
as the utter frustration of trying
to enforce the ceasefire.
Somebody with the same name
as mine actually got killed
over there which caused some
confusion in the ranks in Ottawa
for a while. A few people
thought it was I who was killed
and because of this, I had sev-
eral people stare at me after-
wards as if I were a ghost.
If anybody is frustrated by
the whole venture there, it
inust be the Americans. After
all, when you spend 150 billion
dollars and lose 50, 000 of your
young men only to see it all go
down the drain, it is underst-
andable why the Americans are
so concerned. It would have
been nice to have come out of
it all, knowing that Saigon was
run by some sort of democratic
government but that is not the
case. For the most part, the
same corruption still prevails,
the same lack of concern for
the little man and the same
lack of decisiveness. Perhaps
what the Americans have to do
here is to realize that when
y9u get involved in world polit-
ics, you win some and lose
some. I know the Americans
like to win but they have to
accept that there are bigger
things to worry about right now.
One thing they have to do is
to take a greater interest in
places where democracy as we
know it has half a chance.
VACUUM,
:CLEANERS -
SAI ..8g, SERVICE
.FOR AIL MAKES
BOB. PECK
rims* oklpsidrost4ms
Europe in this respect is far
more important to Washington
than Vietnam ever was and
right now things are pretty shaky
in such places as Portugal, not
to mention the fact that both
the Greeks and Turks are not
too impressed with Washington
these days.
Then. too, there is the task
of following up Mr. Nixon's
imaginative foreign policy in
his relations with China and
Russia. I know the former
president is in utter disgrace
these days but it should be
remembered that he was resp-
onsible for breaking the log
jam between the United States
and the communist superpowers.
Now it is up to President Ford
to follow up this initial success
and so far I haven't seen much
activity in this sector.
While he is at it, Mr. Ford
should also cement relations
with Canada. I have the feeling
that the Americans are going
to need our natural resources
as much in the future as they •
have in the past and the Amer-
ican president must realize that
we are no longer inclined to
give there away for a pittance.
As a matter of fact, closer
relations between Canada and
the United States would do both
countries a great deal of good.
Since 70/o of our trade both
ways is with the U.S., it is in
our best interests to remain in
constant touch with Washington.
In Short, there is plenty to
occupy Washington's mind these
days. Vietnam may be a trau-
matic experience for many
Americans but it is a gamble
that didn't work and where the
blame lies should now be left
up to the historians.
llanghart,lte![y, 'Doig and Co.
Chartered Accountants
268 Main St., Exeter •
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Resident Partner
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