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In that same issue, I read a three-page spread about a Du Pont employee dedicating his free time to unpaid social work. Fine, that was his personal, free choice. The article even contained a photograph showing this employee teaching a group of migrant laborers to recognize a sign to the bathroom. That article was inserted between an article reviewing the outstanding technological achievements of the Film Department and an article describing the industrial use of television. Why the mixing of outstanding human achievement with the commonplace? In search for an answer, one might ask if a magazine needs to include the ordinary or prosaic aspects of life to be realistic and credible.
That question was eloquently answered by the Du Pont Magazine (issued bimonthly by Du Pont's Advertising Department). Like a searchlight slicing through the darkness, that magazine provided a dazzling flow of Du Pont's greatest products and achievements. That happy magazine was totally void of the commonplace and confirmed the vast potential that existed within Du Pont. That magazine also demonstrated that men existed within Du Pont who held greatness above the ordinary and insignificant. That magazine concretized the reason to fight for the great values of Du Pont.
The difference between Better Living and the Du Pont Magazine reflected much more than the editorial differences expected between a magazine issued by the Public Relations Department and a magazine issued by the Advertising Department. A comparison of article headings in the following table illustrates the profound philosophical and view-of-life gulf that existed between those two magazines.
| Du Pont Magazine | Better Living Magazine |
|---|---|
| Cover Photo: A chic, intelligent-looking woman projecting self-esteem and confidence of self-earned values. | Cover Photo: A grinning, ungroomed girl celebrating the forceful occupation of private property (Columbia University) by a mob whose members chose to usurp and destroy values produced by others. |
| A Slick Assist for Snow Shovelers ("Teflon") | Youth: A New Society |
| Goodyear's Gas-Filled Fleet ("Hypalon") | What's it all About |
| A Cover that Keeps Rolling Along ("Teflon") | The Quarrel with the Establishment |
| A Fabric of Freedom ("Dacron") | Does Business Really Care |
| Beautifully Blended for Fashion ("Orlon") | The New Left |
| Enhancing the Character of Quality ("Minute Bleach") | The Church -- Will it Survive |
| Helping Industry to Keep its Cool ("Teflon") | Youth Reject Racism |
| Speeding up Chemical Separations (APC Tablet) | Youth at the University of Michigan |
| What's New ("Birox", "MonSoon", Polysilicates, "Cronor" gravure Film, "Tri-Seal") | |
The two magazines were philosophical opposites. The Du Pont Magazine reflected a cheerful, guilt-free admiration of the values and products that had arisen from Du Pont. Better Living reported on Du Pont's values in an apologetic, resentful manner while saluting the standards of altruism and egalitarianism, which demand the looting and destruction of Du Pont and competitive capitalism. All doubts about the philosophical nature of Better Living were eliminated with subsequent issues that began with the destructive mixing of great achievements with the mundane. Those subsequent articles represented the inevitable disintegration of rational values by the altruistic philosophy.
[ 16 ] Better Living is a bimonthly magazine published by Du Pont's Public Relations Department.
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