STRIKING DISPLAY

New Zealand Herald, Volume LXX, Issue 21577, 23 August 1933, Page 6

STRIKING DISPLAY

ADVERTISING EXHIBITION ; EFFORT TO ASSIST TRADE POPULAR APPEAL IN LONDON frEOM OUB OWN corkespondent] LONDON. July 21 It is only natural that advertisers and newspapers should ho able to concentrate the attention of the public on their own exhibition. If they had -not been able to do this they would have failed to justify themselves. Nevertheless, they had no easy task, for people must ask: "Advertising. How can you get an exhibition out ;of advertising?" . They had to prove that there was something in advertising which appeals to the layman as well as to the specialist, and they had to ajrange Olympia in a way which in itself had an appeal. The promoters of the Advertising and Marketing Exhibition have been eur- ' prised that the general public, who rarely advertise, but who are influenced daily by the process, have an interest in the technique of advertising which was not suspected; Certain it is that the hall was well filled throughout the week, and prominent people, including Royalty, have taken a very live interest in this latest effort to " sell British" to the world. Visit by King and Queen The King and Queen, the Prince of Wales and the Duke of Gloucester have been visitors to the exhibition this , - week. Accompanied by Major Asto'r and several officials of the exhibition the , Prince, who attended on the second day, made a careful inspection of the stands, and had many earnest talks., with advertising and marketing experts. His knowledge of the Dominions and of foreign countries has given the Prince a particular insight into the efforts which are being made to bring trade to Britain, and as he walked 1 round the stands he wa3 able to discuss the situation with the experts on their own ground. Just before leaving the Prince, taking a backward glance over the whole space, remarked with a., nod of satisfaction: " I am glad to seo , that Great Britain and her Empire are being so efficiently advertised to the " whole world." The managers of the exhibition invited the High Commissioner to be at the New Zealand Government Court when the King and Queen, with the Duke of Gloucester, paid their visits on the day after the Prince of Wales had been there. The King and Queen toured the stands separately, and each was interested in the New Zealand Government publicity. Referring to the diorama and scenic photographs the King remarked, after viewing the New Zealand stand: "They never gave me time to see all these beautiful places or to catch any of these rainbow trout when I was in New Zealand." The Advertisers' House Before arriving at the New Zealand Government stand, the King and Queen visited the section occupied by the New. Zealand Associated Press. An exhibit on the stand that caught Her Majesty's eve and commanded her interest was the artistic model in colour, showing Great Britain pouring British goods into New Zealand, the products thus sent being • displayed on a constantly moving band. The Queen spent some time in the Advertisers' House, as also did the King, displaying keen interest in up-;~ to-date ideas. The house ' has been 1 furnished only with goods advertised in newspapers. An interesting sidelight on the King's tastes was given when the Duke of Gloucester drew his attentionto a new book-rest and reading-lamp combined. " I have not read in bed for 40 vears," said tfhe King. The Prime Minister, Mr. Ramsay ■ ; Mac Donald, was another visitor to the exhibition who took an interest in the New Zealand stands. "It's a pity New Zealand is so far away," he remarked regretfully to the official at the stand of the New Zealand Associated Press. Mr. and Mrs. Forbes and Mr. and Mrs. Masters, who had some freedom on Tuesday night, paid an informal visit to Olympia at a time when most of the officials had left the building. Mr. Forbes seemed to be pleased with the representation which the Dominion has, and his remarks were very compliment* ary. Instructive Columns In arranging its exhibit the New Zealand Government has been faced with the problem of how to design an exhibition stand without loading the benches with samples of New Zealand produce, and yet to make it instructive and interesting to the general public. If the stand is studied intelligently some very useful information will be gained. In addition, the excellent models of monster trout and the scenic photographs provide something spectacular. The main feature of the stand is a graphic representation of the quantity, of produce which comes to this country. Aluminium columns of varying; sizes represent the comparative volumes or the produce. Thus, on the left, one may look on the largest silver column and a cheese, and read that 60 per cent of imported cheese is from New Zealand. The butter column, not so large, denotes that New Zealand js the second largest supplier to this country, and —taken from the Board of Trade figures—it is learned that in 1932 the butter exported from New Zealand to Great Britain totalled 2,190,000cwt.| valued at £11,151,000. A still smaUer column represents the apples—l,slo,ooo cases, valued nt £755,000. Hgney and kauri gum, with samples, take a modest place along the line of silver columns. On the right, lamb and mutton are represented by the largest column. In 1932 there was a total of 11,250,000 carcases sent to this country, valued at £9,260,000. The column is surmounted by a carcase of lamb —in wax, but the public need not know that it is not fresh from the refrigerator. For wool the figures are 201,159,0001b., valued at £7,310,000. In ordinary years wool, or course, takes a prior place in value to lamb. Sheepskins, illustrated bv fancy leather made from the produce, takes a not inconsiderable place with its 66,640,000cwt., valued at £4,800,000. Of tallow New Zealand is the greatesji supplier to this country with lo,ow tons, valued at £334,200. Hemp takes a very modest position for the present. New Jlealand Trade A printed notice accentuates certain features of trade J "In the past five years," it is stated, '£s T ew Zefjand bought from Britain £31,000,000 more than Denmark, £50,000,000 more than Russia, £42,000,000 more than Japan, £26,000,000 more than China.'/ These appear to be facts well worth impressing on the British public. The Government exhibit is flanked by two stands representing the two JSeW Zealand groups of newspapers. There is also a staff of men ; whoso duty it is to persuade the British producers that New Zealand provides a good market for their produce and that they should make their appeal througn the Dominion press. _ , Advertising agents, advertisers wno have goods to sell to all parts of tne Empire, and the general public, are attending the exhibition this week, ana : it is necessary to give them information regarding the prospects of placing their goods in New Zealand and of the facilities for advertising those goods, in® > New Zealand Associated Press stand, ,■<■; like so many of the others, is an attractive information bureau, with i ust '. § few things to catch the eye. An illumiD' ated globe tells a story. England ana New Zealand are connected witn , a moving band. On this band are pic* torial cards illustrating and4iaming, ti» ' products from Britain that find * | market in the Dominion*