BUY BRITISH.

Waikato Times, Volume 109, Issue 18342, 30 May 1931, Page 5

BUY BRITISH.

EXCHANGE OF GOODS. ADVANTAGE TO DOMINION. “If New Zealand citizens of all classes were to make up the’ir minds doggedly and patriotically to purchase for their current needs preferably goods made in New Zealand, so far as these are available and suitable, and, failing these, goods made in Great Britain, or in default of both, gqods produced in other parts of the British Empire, they would enhance enormously their own and their country’s prosperity and shorten by •at least a year the present period of industrial depression and unemployment,” remarked His Excellency the GovernorGeneral, Lord Bledisloe, in an address recently. . , An illustration of Lord Bledisloe s contention was recently received by a Hamilton resident who had purchased a British motor car. The letter, from the representatives of the Motor Manufacturer of Great Britain reads as follows: “Congratulations on your sound judgment in the purchase of an English motor vehicle- —Engtland needs your patronage and appreciates it. Do you know that every English motor vehicle purchased keeps a British workman and his family in wages for a year?—thus enabling them to purchase New Zealand’s primary products, such as butter and cheese, meat, honey, apples, wool, etc-—you have reason, therefore, to feel proud of the fact that you are one of the increasing number of Empire-builders, —your car will denote your pride of race. - . "During the first few months’ life of your vehicle you can either make or mar its future performance. There is an old saying that prevention is better than cure, therefore, in your own interests, I cannot urge you too strongly to make a point of arranging with your nearest authorised service agent for regular periodical inspection and adjustments. If Hhis is done, say monthly, you will have every reason to be thoroughly satisfied and you will be rewarded with thousands of miles of economical and pleasurable motoring. “Your friends will undoubtedly admire your purchase and the spirit that prompted you to Buy British in preference to foreign. I predict thal most of them will soon realise the wisdom of following your good example and they, too, will Buy British. The products are right—the prices are right—the principle is right—there is no sound argument, against it- “ Your personal assistance in spreading the Gospel of Buy British is earnestly desired and is essential to our National interests.” The communication shows what a profound change has at last taken place in British marketing methods in the realisation that something more aggressive than a mere campaign of slogans is needed if lost trade is to be recaptured. A strong point naturally is the fact that only by buying British goods can we sell in return.