“Did Fuchs Cross Antarctic To Test Underwear?”

Press, Volume XCVII, Issue 28536, 15 March 1958, Page 13

“Did Fuchs Cross Antarctic To Test Underwear?”

(Rec. 7 p.m.) LONDON, March 14. A letter from a housewife published by a British national newspaper confessing complete ignorance of why Dr. Fuchs crossed the Antarctic continent in the International Geophysical Year, and inquiring Whether the expedition was carried out to test a particular brand of underwear, cigarettes, petrol, films or a bedtime drink, is commented on by "World’s Press News.’’ It says that its first reaction was that the housewife must have written with her tongue in her cheek, but there were similar queries by a number of other persons. This was because the newspapers carried a spate of advertisements tying up with Dr, Fuch’s achievement.

These advertisements of products used by the expedition fell into two categories: first, those of vital importance to its success; second, those of no real importance to its success.

- It is probably the second category which provoked some sarcastic comments. < While the public had no doubt of the purpose of the Everest expedition to climb the world's highest mountain it might have paid the advertisers to explain the Fuchs expedition’s objective. It was given as an example of lack of definition that one newspaper had a headline: "Sir Bunny Celebrates,” and on the next page there was an advertisement for cigarettes headed: "Three cheers for Dr. Fuchs and his team.” This provided people with ammunition to ask whether the expedition would have failed if its members had not smoked this particular brand of cigarettes. A number of other examples were given, and "World’s Press News” suggested that the next time there was an expedite. advertisers should make quite sure whether or not the public was clear about its purpose.