Loyola University - Wolf Yearbook (New Orleans, LA)

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HOLY NAME

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The productions of modern advertising may involve anything from three dimensions to trigonometry. Some products are gag-lines coming from the brain-children of the draw- ing desk and the palette. Yet the ones which stand the scorching test of time are usually associated with the spheres of psychology and have a much more profound basis than the twist of a phrase, the dab of a brush or the angle of a camera . . . One of the most basic of advertising devices, which is almost religiously employed on radio and TV commercials is repetition. From experience, executives have learned that constant rehashing of the same phrase or slogan leaves an indelible imprint on the public mind. This is a fundamental concept, but it isn ' t new. It was utilized successfully in the sixteenth century. Technicians, to your places, please. Lights. Action. Camera. The scene is the University of Paris. Along one of the hallowed paths under the Gothic arches and pointed porticos, two students are taking a stroll. The first is gaudily dressed, seemingly gay, yet listening with bored respect. The other has the typical profes- sorial air. He is emphasizing a point. On closer observation, it is obvious that the latter, in spite of his mien, is not a professor. His mien and the familiarity between the two betray the fact that they are both students at the University of Paris. Ignatius, why do you constantly aggravate me with that same ancient quotation? says the first. It is really unnecessary to relate the rest of the story which has been told so many times. Of course, Ignatius of Loyola won his argument with the playboy, Xavier. He success- fully sold the gay Francis his product, and in so doing, increased the capital of the Divine Corporation here on earth immeasurably. Worldwide pilgrims honor body of St. Francis Xavier in Goa, India, in commemcation of fhe 450th anniver- sary of the death of the great missionary.

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