sepoctpreview1972

21

Mrs.Alfred Wells,friend , Nanny,6 children, and St.Bernard have found a smarter way to go!

intheltest I)asso,~.·

nl-.ditio •• %

~~This

is the first station wagon that really makes sense"

Tenpeople,includingJacktheSt.Bernard(whoisreallymoreof ~ a person than II dog, insists Mrs. Wells) ride easily in the Yolks· wagen Station Wagon . And there is still a sizable ilmount of space for beach chairs, picnic baskets, II striped umbrella , et cetera . (Most people are astonished to discover that the VW

Sta t ion Wagon is a

lood four teet shorter than conventionll wagons, yet holds more tt\an the ,lareest station wagon. It also costs hundreds of dollars less and saves lots of money on gas and oil too.) A sheer delight to drive, as.1I tar buffs know. The Well s' model has a sliding sun roof-makes it marvelously cool.

In the year that Lois was with Doy le Dane Bernbach, his work collected three of the twelve gold meda ls in the New York Art Directors Club show. Two were for design, the two-page ad for Volkswagen and the poster for A. Goodman & Sons (the once-rejected poster that George sold to the client by hanging on a window ledge-"You make the matzoh , I'll make the ads.") The ad for Chemstrand, photograph by Carl Fischer, won a medal for advertising art.

35

Edward Sorel

W. F. Vinson

Ro land Young

Marty Evans

Jack Fields

Mike Salisbury

Ron Mesaros

Terry Redknapp

Charles E. White III

••

.,

--.

1IOII'T SWAn WE'IE TOOl RODS'

43

1'he need to know· by General Moshe Dayan, Minister of Defense, Israel The need I.Okno'A' Iscntltally Important for a thinking being Yet In our age of rapid progress, Increase in human powe~ has lead to new and great dangers It has led to the acceplanCt" of Hl!e(UrllY" mea~ure!';. ru le!i. uf s«recydesagnedtoiamltthe!';preadofdangrruuslnfurmallUn When 1M SKond World War ended In I~ HI. a commillet uf "'I:len ll't ~ gne careful consideration Lv the qUbtlon flf huw to transform wartlml' 3ecrecy mlO peacetime security Aconsiderable amount of Informlillun, contained In the famous Sm)the Report., ¥rill> made known tu tht· puhlM. Thb technICal kno'A\edge had a trtmendous Impact on our 'AI) tlf lift' MUfh addlllOnallnrormatlOfl wa..'1 ~epl se crel, 'Allhthereromrnendaoonth.lthlli knowl edgemlum houldbepubhshed when and If redisc:o\'ery~hould render secrety meanlngleN> ltas secretybeensucct'S.'\ful ' h has led 10 hmltationof(reedlM."u~'lUn at home_ It has slo'A'ed dU'A-n progre:.s and In lerfere-d with thedemocrallc prerogatlvt·tu cntKlzeOUr o'Angovernmenl, It haSert1:1t't1 barnen.bet'Aeenourwl\'esandourall~ But It has noc.pre\ented RU~laorCh lna fromal' qUlnng lhermonudear 'A'eapomi.

nece~~ r)

pnvac) til n('J!UIIOillun" and thl' nl't"tll~I""" lk' furddellM' mea.,url".

Hut knowlwlCt! 'Ahlch relalns It I' \ahdlly fvr mur('lhan a Yl'oIr,huuhf Ix- frl't' Wl'hllvt'anl~tHknu'A'andanRhllukno'A

We have bttn hard at 'A'urk l,,\Io'a rt!

llisarmolml'nt In

l~rn"

IIrd{'(rl'~ten:'lUnl'<lIrlRrrl'aM.'tlreaJSl,(uflt).therel'uIL,ha\'ebt."l'ndl~

l'UUrdj{lRi( We may hilte a much bt'uerrhanrl' Ifthl' IlfIf'K·lpll'uflll'K'nllt.....'

In tuocrelt' It't:hno lu~(lcal knuwk-dge 'Aoold Ik e!';whh:.hl"d throuj{hullt thl' v.llrkf Then \Io ~ cuuld \enfy an) actual aKr~mt.'nt un lh .... rmaml·1It un t!llht!r,ideuflht' lrun('urtam It I:. too mUI·h tu hUlk' that the ku "",lan t~lI\t'rnment \Iouuld abandon M'Crt't."y in the nil nll'dlal~ future. Hut lumany ku :~.M UnM.'tt'ntl'I!';. frl't.'tlumufl'c'Il'nl ihl' lRrllrmutloll\louultlu IJI)t'.11 In lhll'< rl'lt[ll't:t we cuulll t,,'l'n t.akl' ullilatl'ral adilln hy rl'nlluntlllK all technoioJ!lcal:-.t.'trl't·,

Ne,erthe~muchofthe5t('r«ypt'rtam

Ing to :-.ohd technological knowledge IS till

malntalned. ISlhlsduetothefearor relt'asInK m(ormallOn'A'hlchonct relea.-.ed.cannt'vt'rht' recalled! Is It due to inertia ofadmlnl:,!rUII\I' measures which once establi.!>hed.cannot ht· easily modified!

Woukt It not bebeller if uurrule. uf sec rec) 'Aouldberestrictedandlheneedto kno'A'empha ized!Couldv.·eadoplthe pro cedureloprotet:tmformation for not mort' than a few months! ThiS would g.ve the

1'heneed toknow. ~Toatltmpttoll\eVollh hmlledkno'A·ledgeinourt.meis toinviledisaster The McGra\lo' II ill Book Company is committed to the need to know IR three vital areas.J..eammg InronnallOn.EnltrtamnlenL Whal a:. ·the need to know'r To us. It u;,a handbook on h)drnulk

IJroj{rt~ In

Thl'~ullant,r.J11I4Idcvelopn\l'nlIRUUrll\lo1i

,'uulllr) and Ihl' ImprUH'ment UrCOO!)l'r.ltlUn \Iolthutht'rnatlUn ~lnt he Free World ma)'\Io l'1I UUI \lol'llChan)' atided knowledgl'il\allabletu uurcnl'mH.'l<o. ~Id.!> Kohr,ilj{realolnd 'A1M' :.t:Il'lItbt.hal> .... 141 that thl'Culd War the natur.l \Iol'apun of ulilltator:.hlpl!>lhe'Aeaponofsecrcc):lhe natur"I \Ioeuponofufrt>t wcll'tY b the\lo'eaIMm ijfu l)t'nnt.~.

The UM~.!> uf kn uwll'dlCl' can nut lie furl' ·'l·l'lI. nobody can tell \Io'hal fruit.:-. knowledge \10111 bt·ar. Thl' unly thlnl{ that may Ik 'A'Un.(' lhdnhurnlngbooklOL... ne\"ertownlethemand nt'\t'ftom"kelhem a\ailaMelOall \Iohu'Aanl to knu'A' This ili why the need to knov.· ran not bt- retonciled v.ith long term hmitalKms Impo:.ed hY:;e('re(y Dr. F.dwardTeller

engm~rll1gthath(bthel.IU\\l·r14Iturnapatch

ordesertm l ~rae lllltoanonallJ!l'Kro\'e It IS a novel4'he Munleren.. Among L1S'!'Arlltl'hh) a Hltmal1Cathulic:lhuulaJt'wat ' ,\U!oO(· h\lolt :t lh:lI\\llIl1Ia~l.!wuhK hl.

McGraw-Hili Book Company

e\enkilltop".....nl.!)ourrreet.iom.

It j,,:lboo~call('dTheOlilSkiI1!1of Ilope Ih.u tIIa) Jr!1\e)'ousomemsight:lstowh)' your \\hitt'\\ulldis bIU\\IIIJ! U I> "'Th ... Ill'l'(IIU ~no\lo ~mealll'< m:llly thm~.

1'hclleetl l uknu\\~ mean"onethinJ.!

Tuknu\\ hlu,uniH'

Farming (by choice) and soldiering (by necessity) have been the two major activities of my Iifesinct boyhood. In both, 1 wentrighlthrough lhe ranks. On the fann, as a youngster, I spent rather more time in the cowshed and orchanls than I did in lhe schoolroom: and I have plucked applesrrom trees whkh I myself pianted. lnthearmy. l started as a fifteen -year old privale,andlhaveheldeverycommandfromcorporaltoChiefof theGeneraJ Starr. I have been responsible for both portfotios in government., first as Min ister ofAgricullure in Ben Gurion·sCabineL. and now as Minister of[)efense.

Yel if I were asked to name my principal difficulty when I came to carry out both lhese minislerial tasks. I would say:!ack ofknowk!dge. I did notknov.' enough! Paced with critical problems, I orten found that there were gaps and obscurities in thebodyofknowll-dgeavaiiabletomeonwhich decisions needed lobe based.

We in Israel are constantly aware of the need to know. I beltevethis awarene5iis par ticu larlywidespread among Jews, for it is part of the Jewish heritage. Jndeed.before Bitler could kill:;ix million Jews he had to bum six miliionOOoks.

TheJev,s are a small but ancient natKHl,the nation or the Bible, which laid the moralfoun dalionso(westerncivili:r.ation . W~haveknown

glory and wehavek nownindescribable surrer inginourmorethan3,OOOyearoldhistory. Bul throughoul the ages we retained our sense or nalional pUfj)()Se and were unremitting in our pursuit or knowledge- kno'A'Jedge of the con temporary world : knowJedge o( the moral and spiritualvaluesofour forefathen,ourprophet.s and our sages: and knowledge of our dramatic history. I would say that lhis need to know. ex perienced by every generation of Jews, has been the key to our survival ando(ourregamed

1'heneedtoknuw:ToaucmpttollveVolth limited knowledge in our time i" tu invitedba.~ ter.

The McGraw lIill Hook Compo'lnY is commltte<l 10 the need 10 kJl()w in lhreeVllal areas. l.eaming. In rormatioll. EntertainnWTll, Whath,"theneedtokno\lo': Tou!>. II ~lIhandbook onh)draulit

independence. Wehavesurvj,vedbeuuseweare thePeopleof theBookin more than its narrow sense.

1 speak of knowledge in its enormous variety. It includes technical knowledge, which hall wrought the industrial and agricultural revolutions in the world, and which has had so momentous an impact on the growth of modem Israel. Israel is a country small in sbe and population, meager in natural resources, and ringed by hostile neighbora. Know~ge has helped us overeome these disadvlntages, shown us how to make the desert fruitful, enab~ us to hold our own in battle againslou r more numerous roes.

This knowledge is the key to the advancement of all under-developed counlries.But Wilhit muslgolhecapacityto absorb and utilize such knowledge, And that depends on lhecapacity to grasp lhe need to know. Soctelies wilhsuch an awareness, though poor in resources, have shot forward. Those \Ioithout it though blessed with ri<:hes. have stood still. It is not the natural wealth of a rountrythatcounts,bullhemeasureofinquiry mlhemindsofitspeopie, Wilh present high speed communication, each nation can now findconstantenrichmenl fromlhecreativevaluesorothers ir itrecog' nizeslheneedtoknow,tuningilsantennatothe worW's stock of knowledge. And one's own val uesareenriched by sharing one's own knowledge with others as Israel has done with so many of the under-developed nationsofArrica.

Asia and Latin America, and as we would like to do with our neighOOrs in the Middle EasL It is evKlent to me, from my experience in Israel. thlt for a society to develop and fora societytosurv1n,itneedstwovitalingredients: a nseof purpose, and a kee.nawarenessor the need to know. General Moshe Dayan.

engmeeringlhathasthcpowerlOlurnapatch ofdeM!l'tmisrolellllwallorangegrove. ltisa novel1'hCMUrderers Amon g us.!written bY:I Koman Catholic about a Jew aL ' Ausch \lo'iulhat will make)"oufight.

McGraw-Hili Book Company

e\'enkill to pm.erve)our rreedom.

It is a book called TheOulSkirts of II1Ipe lhatmaygiveyousomeinsighlBS lowhyyour white world is blowing up.

1'heneedtoknow·meansmanylhings.

1'heneedlOknow-meansonething.

To know is to survh·e.

55

SAM FOR ART'S SAKE

Announcement poster for an exhibition of young artists from California colleges who are working on or have recently received their Masters of Fine Arts.

Below: announcement for a performance of John Cage's music.

Facing page: announcement for an exhibition of Freimark paintings.

Announcement of an exhibition of a suite of seven lithographs by Nathan Oliveira .

2% x 4% announcement, silk screen on acrylic, for an exhibition of Harry Powers' sculpture and an example of Powers' work .

64

~ ::====:3~~~~~~~~~~~~~~~~~=~~~:EPRESENTS ~ __

__

_

-=

CONCERTHAlL,SANJOSE STATECOlLEGE.

FRIDAY, MAY 1. 1971. 8:15 P.M .

fREE ADMISSION· fIRST COME, fIRST SEATED

65

Exhibit Brochure with a dual purpose commemorates lOath anniversary of Odell Hardware Co. and describes its current facilities. History is told with narrative and montages of mementos, news clippings and cuts from catalogs. Continuity is held in current faci lities section with the same format enclosing photographic montages. Design and illustration by Michael Carrier, The Paper Prism, Charlotte, North Carolina.

Printing by Fisher-Harrison Printing Co. Right: Duane Hammond, Lexington, Mass., art directed and illustrated a brochure for the Conservation Foundation on the primary ecological functions of life, energy and matter. Hammond's title pages were done on canvas with magic markers and tempera.

Harry Mayronne Studios, New Orleans, prepared a humorous folder to publicize acceptance of their work in the CA exhibition.

~

84

In the year 1872, Ulysses Grant was president of a nation nursing the wounds of a reetnt Civil War. The 25-year-old Nexander Graham Bell was stili four years away from inventing the telephone .

Anoth~ inventor, Thomas AJva Edison, also 25, would nol perlC!C1 his incandescent lamp for seven years yet . Henry Ford was nine years old. Orville Wright w~ one year of age.