THINGS IN AMERICA.

New Zealand Herald, Volume LXIII, Issue 19504, 7 December 1926, Page 11

THINGS IN AMERICA.

ENGLISHMAN'S VIEWPOINT, MANY "VALUABLE LESSONS." SOME CANDID CRITICISM. [FROM OUR OWN COUPES POTENT.] SAX FRANCISCO, Nov. 17, Some, impressions of tilings American, from the Englishman's point of view, sre given in an article by Mr. T. T. E« Cadett, a sub-editor of foreign intelligence on the London Times, who has taken up temporary journalistic work on the, San Francisco Chronicle under the Walter Hines Page Memorial Scholarship plan. "American business efficiency, 'hustle, * and the retnarkabh mechanicalisation (Mr. Cadett's word) of lite, as shown in the many conveniences that this country enjoys, have doubtless augmented a prosperity that was nevertheless inevitable in view of the world situation of recent years," says Mi?. Cadett. "There is, for tho foreigner who is not too proud to learn, a wealth of valuable lessons to be gained from tho observation of American conditions to-day. Even so, archaic as many English methods and customs are, they suit us well, since wo are bred to them. And, in the last resort, the fundamental causes of success are identical tho world over. "There is no such thing as tho British film industfy," wroto Sir. Cadett. This was stated' to be because there was a Hollywood in California, though he claimed there bad been a British industry of the films in past years. Ho realised the survival of the fittest held here, as elsewhere. Climate gave Hollywood advantages, money is "tight" in England, while Hollywood's "lowest common multiple is a million dollars," although England's annual budget of £800,000,000 tended to> show there was a little money left there. "America sends us many bad films and a few that can soberly be called very good indeed,'.' said the good-natured and truthful critic, although lie admitted thero was no unfair discrimination, because Americans saw the bad films as well as the others. Ho favoured "jwdicious censorship" to overcome tho evil in picture productions. Tho Art of Advertising. British manufacturers; have taken many years to appreciate the importance of advertising, declares Mr. Cadett.' • No longer can a sound piece of work sell itself. There is no comparison between advertising as an "industry in the United States and in Great Britain, although the latter country was waking up to the need of extensive publicity. Mr. Cadett claimed tho honour of discovering modern advertising for his own country, but admitted it had been developed in America, though he assorted our best work had "remarkable quality," while our worst is ."absolutely bad." He gave deserved criticism to tho advertising syistem that decorated trees, hililsides and spoiled scenic bounty. The London Times' sub-editor found that fog is tho long suit of both Edinburgh arid San Francisco, and that they are a good deal alike in outward aspects. "San Francisco," ho says, "is ono of tho most beautiful places'of those many' that I have s,?en in a resJ-less life." He had to admit that tho responsibility for avoiding ugliness by placing appropriate buildings onMtho hills had not been taken inf.i ' consideration in many in st aces. San Francisco's Chinese, Italian and Japanese quarters interest tho foreigner far more than they do the natives or! California. Mr. Cadett » took a mild "swat" at the failure of some of the ladies to permit tha refreshing fog to play on their natural cheeks, without having to penetrate artificial beauty. Criticism and Compliment, One of iMr. Cadett's strongest .impressions, and he is not alone, "is tho constant shriek of motor-car brakes," and he then scores ono by saying that British manufacturers 6f inexpensive ears can teach tfyoir American colleagues io avoid this trouble, even if this is "the only lesson" that can come from ovor tho water to the United States automobile world. Mr. Cadett praises the softer and more pleasing "accent" of tho west, as coinpared to the east and middle west. Wealth, fine hotels and a marvellous climate stay in the memory. "But long after they arc forgotten, which is unlikely, there will remain a picture of a beautiful- city, a glorious, city, in which people live who have much kindness and hospitality in then hearts.." Is there any surprise that San Francisco took Mr. Cadett to her heart and wonders if the London Times can spare a few more subeditors 1 - —IUUJL.IWWMWI—MiII, 1.1 l I Jll