MOTOR NOTES

Poverty Bay Herald, Volume LXI, Issue 18587, 22 December 1934, Page 9

MOTOR NOTES

Amazing Exhibits At The United States’ Motor Show

,'J’HE .exhibits at the Motor Show at Olympia were not as startling as those organised by .America's motor firms at this year’s World’s Fair at; Chicago. “The outstanding distinction, from an exhibit, point of view, between last year’s Fair and the 1924 edition is the greatly increased use of dramatised entertainment. Exhibitors have recognised that one of the strongest;, most elemental and consistent cravings of the human being is for entertainment. And they have learned the importance of properly dramatising it,’’ wrote J. Parker van Gandt and L. Kobe Walter in the Review of Reviews, of New York.

“The Chrysler exhibit is typical. Last, year/until towards the close of the Fair, their outdoor quarter-mile track was merely an adjunct to their main exhibit building —an afterthought for free demonstration rides. Then someone saw its dramatic possibilities. Every hour, now, a ‘show’ is staged on the miniature race-track. Stock ears race around hairpin turns while tyres smoke and brakes squeal. “Within the race-track oval ‘hellpit’ of loose sand and deep ditches other cars are subjected to more abuse ip five minutes than most cars receive in years. Not infrequently ears completely overturn, but always without crumpling the all-steel bodies, breaking safety-glass, or injuring flic drivers.

“The crowd's gasp at the daring manoeuvres of Barney Oldfield and his crack drivers and roar their approval. Thjs year it has been necessary to add a big grandstand to accommodate the throng that packs every seat at every show. The Chrysler Company did not originally plan the show—they found themselves with a show on their hands. And. it is a show that sells deeper and more effectively than any number of exhibits. This year their building is an adjunct to their track. “Be dramatic 1 Whatever the story—dramatise it. Standard Oil learned to their sorrow last year that beautiful symbolism is not enough. No matter how costly or artistic, symbolism usually mis-fires as a merchandising medium. Lions and Live Power.

“So Standard Oil changed their tactics this summer. In place of a symbolical film on the contributions of oil to industry, they have substituted a thrilling free wild animal act with Allen King and his den of ferocious tigers and lions. Hourly it crowds to overflowing in the big stands and sends the throngs away with an indelible impression of the meaning behind the merchandising slogan, ‘Live Power.’ “By an unusual setting in the shape of a huge automobile, Studebaker has dramatised what otherwise might have proved just another salesillm. Fourteen times daily their theatre is jammed to capacity by visitors who invariably stay through the shpw to see the convincing finale of the Btudebaker catapulted into a rock quarry. “Tho competition among free movies is heavy. At least sixty are being shown. Hupmobile’s film is outstaiJfling, not. so much for the picture, but for its ingenious staging and tho uso of the all-important, principle of letting the public participate. Through a large glass window shaped like a tear-drop, the curioua crowd sees a stock Hupmobilo car within, its wheels resting ,on an endless track. “One of their number is invited to participate in a ‘safe-driving test’ and takes the steering wheel, while other visitors fill-the remaining seats in tlio ear. Tho participant in tho ‘test’ starts the ear and, as lie does so, a film flashes on the screen before him, equally visible to tho watchers outside the window. Instructions direct the driver to shift gears, uso his brakes and manoeuvre tho car just as required by the sudden, emergency situations confronting the speeding car in tho film before him.

P'The car's wheel turn, tl|p driver dutches the steering wheel, participants and 1 onlookers glue their eyes on the film before them and follow it through to the linppy ending as absorbcdly as if the steering mechanism of the demonstration car were actually connected! At the conclusion the driver is given a ‘ Certificate of Driving Skill' with ratings carefully filled in an 'reaction to emergencies,’

‘.cautious operation, ’ ole! Simple anti obvious enough, to be sure, but the crowds love it. Throwing Bricks.

“An outstanding success in the application of this principle of selfparticipation, this year as it was at the '33 Fair, is the Safety Glass demonstration. Here the public takes part with a vengeance. Everyone who wishes can satisfy a long-suppressed desire to throw a brick-bat at a window.

“Men and' boys—girls too —stand in line for a. chance to "exhibit their skill. Every participant, those who miss as well as those who score, leave the baseball pit with a ‘Safety Glass .Sharpshooter’ pin. Several hundred ‘actors’ play before thousands of visitors every day, while the merchandising aspects of safety glass are convincingly and lastingly driven home. Safety Glass Ims V novel way of starting their chow. Behind the scenes, an attendant drops a basketful .of broken glass. The sound of splintering glass draws passers by to the scene of the supposed accident. The barker d'oes the rest! ’’