Compiled by San Diego Jewish World staff
As the Psychologist Sees You
Southwestern Jewish Press, November 30, 1956, Page 11
By Irving R. Stone, Psychological Consultant
Living with Advertising
It may seem far-fetched for Psychology to be interested in big business, even though it takes psychological factors to make a business big. However, when we consider that advertising involves the sum of over 3 billion dollars annually we are talking of business that is as big as any of the largest, it is important that we study the reasons why this amount is invested. The fact that advertising is believed to pay makes us even more interested in why this is so and what are the psychological factors that affect each of us.
Because we are forced to feel the impact of this media of communication we should consider what is happening to us while “living with advertising.” The psychologist is interested because advertising is basically a problem affecting human behavior and attitudes. Its aim is to change our behavior and attitudes so that we become receptive to the particular article that is being advertised.
Wherever we go, whatever we do, whatever we need we are constantly dinned by the effects of some form of advertising. As soon as we read our daily newspaper, turn on our radio or television, drive in our cars along the highways, open the pages of our favorite magazine, or even open our mail, we are faced with some of the ways that 3 billions of dollars are spent. In each case the aim is to modify our behavior, to create a need on our part, to promote some form of action. Advertising has as its purpose the development of immediate sales, to build morale, to secure prospects, to reduce sales resistance, to build good will, and to keep the brand before the public.
Living with advertising is not always easy. We become unhappy as election time approaches after receiving volumes of advertising matter, we lose the significance of many of our holidays because of the commercial aspects which they have adopted, and we become confused when the same television station presents the merits of different and competing brands of cigarettes in rapid succession. Our interest wanes when an interesting movie is constantly being interrupted because the advertiser needs to impress upon us that his product alone is the one for us and we cannot live without it.
Advertising has some good points, too. Much of our entertainment would be very mediocre and uninteresting if advertising did not pay for the entertainers. Products would be foreign to us if we did not know about them and many of the inventions would not have been developed if ready markets were not made available. Direct cost of many of our conveniences would be much higher without the vast demand created by advertising. However, we must not lose sight of the fact that they also might have been cheaper if the 3 billions of dollars did not have to be spent to create this demand.
Whether to praise or to damn advertising is not an easy decision to make. Certainly, advertising is increasing and not decreasing and much will depend upon the direction of the appeal it takes. Even countries which banned advertising on radio and television now make use of it. We can only hope that advertisers find some way of making their methods a little more convincing without, at the same time, making us a lot more unhappy.
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Additional $5000 To Go To U.J.A. From Fund Reserves To Meet Overseas Crisis
Southwestern Jewish Press, November 30, 1956, Page 12
Recognizing the crisis in the Middle East and Israel’s needs, as well as the aid for immigration of Jews from Hungary, Poland and North Africa, the Directors of the United Jewish Fund voted to take $5,000 from the reserve fund for the United Jewish Fund voted to take $5,000 from the reserve fund for the United Jewish Appeal as a special contribution to assist in the growing needs and the crisis in Israel, at its November Board meeting according to Morris W. Douglas, president.
This was done as Milton Y Roberts, general campaign chairman, and Women’s Division Chairman Evelyn Roberts announced the raising of the largest total sum since 1948 in the central Jewish Community campaign. Including the regular campaign, the Goldberg Estate and the Special Survival Fund, over $215,000 has been secured for local, national, overseas and Israel agencies. In 1948, $273,000 was raised.
Seventy-one percent of the amount pledged has been paid to date and an intensive collection program has been started under the direction of Dave Stotsky, chairman. Payments now are necessary so that commitments made to beneficiary agencies may be used before December 31,” Stotsky reminded. “Uncle Sam will help you pay your contribution in the form of a tax deduction.”
Workers in the campaign will be honored at the 23rd Annual Meeting of the United Jewish Fund with a Victory Dance and Dinner on Saturday, December 8th, at 6:30 p.m. AT the same time organization for the 1957 campaign which will need to meet greater needs than even in 1948 is now underway according to Mr. Douglas.
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Rabbi Morton J. Cohn Honored at Services
Southwestern Jewish Press, November 30, 1956, Page 12
Special Sabbath services will be held on Friday, Nov. 30, to honor the tenth anniversary of Rabbi Morton J. Cohn as spiritual leader of the Congregation of Temple Beth Israel. The congegation president, Dr. Robt. M. Stone, and co-chairmen Murray D. Goodrich and Nathan Schiller, assisted by their wives are in charge of all arrangements. A beautiful reception will follow the services.
Among the distinguished guests invited are Mayor Charles A. Dail, Mr. Lou Chase, President of the So. Calif. Assembly of the Union of American Hebrew Congregations, Navy Chaplain Harris Howe, representing Admiral Charles Hartman, Mr. Geo. A. Scott, and Mr. David Thompson, President of the Lions Club of San Diego.
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JWB Appoints Wm. Schwartz To Board
Southwestern Jewish Press, November 30, 1956, Page 12
At the recent Western States Section of the National Jewish Welfare Board’s conference just concluded in San Francisco, Mr. Wm. B. Schwartz, president of the San Diego Jewish Community Center, was elected to the executive committee. He will represent the western section at policy making meetings on the national level.
San Diegans elected to the board of directors of the Western Section at this conference were Mr. Wm. B. Schwartz, Mr. Maury Novak and Mr. Irving Mortin.
Mr. Wm B. Schwartz of San Diego presented a paper on “How to Rock n’ Roll with our Teen Agers” which demonstrated how to successfully program with our youth.
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Adventures in San Diego Jewish History” is sponsored by Inland Industries Group LP in memory of long-time San Diego Jewish community leader Marie (Mrs. Gabriel) Berg. Our “Adventures in San Diego Jewish History” series will be a regular feature until we run out of history. To find stories on specific individuals or organizations, type their names in our search box, located just above the masthead on the right hand side of the screen.