A time of hope
“HOW TO KNOW WHAT TO THINK,” shouted the headline.
“Thinking for one’s self is a right and privilege . . . but in a world of confusion, worse confounded by conflicting propaganda, how to know what to think is a serious problem.”
Yes, dear reader, it certainly is. But read on . . .
“Thousands of intelligent people solve this problem by reading the Geelong Advertiser regularly . . . news that is complete and accurate, and free from the distortion of bias or sensationalism.” Phew, that’s a relief . . . !
“It is only with such news that one can intelligently exercise the right to think for one’s self.” Yes, we are all individuals (I can hear a chorus of “I’m not”, channelling Monty Python!)
With such riveting advertising copy, one cannot help but be compelled to subscribe to this esteemed publication or “Listen-in to 3GL,
The Geelong Advertiser Station”. But lest you think we’ve entered into some post-Orwellian world and start selling the family jewellery, don’t worry. The year was 1938 and this quaint ad was front and centre in the “Souvenir Programme for Geelong’s Centenary Celebrations”.
I recently came across this classic publication when clearing through some historic company records and was immediately transported back to another era.
As a time-capsule of life in Geelong in 1938, this is an absolute gem. The community had not long since come through World War I — losing a large part of a generation of young men — and then endured the devastating economic depression of the late 1920s and early 1930s.
But by 1938, from the overall tone of this booklet — boldly titled A Century of Progress — things were very much looking up with inherent civic vitality and energy. The introduction by the then mayor of the City of Geelong, alderman Charles Brown, was rich with hope and vibrancy:
“Great as this progress has been during the last century, I feel the future will be even more amazing,” he wrote. “All over this continent great strides have been made, but nowhere has development been more impressive than in these parts.”
The booklet listed all members and senior officers of the then eight councils in the Geelong district. Names listed read like a Melways of our region, as many civic leaders have since been honoured with road names.
Geelong’s two dominant department stores book-ended the souvenir publication.
Brights promoted itself as “Geelong’s Oldest Biggest Business” and “The Store of Happy Shopping”, offering facials and manicures and a Ladies Public Lounge where you could “meet your friends and have a talk”. You could also have “X-Ray Foot Vision” to ensure you’re wearing correct footwear. It was indeed a wonderful store, later to have Geelong’s first escalator, I understand.
Solomons Pty Ltd declared itself “Geelong’s Busiest Drapers”, and celebrated its own 25th anniversary in 1938.
Solomons’ buoyant ad recognised the “keen business initiative of our late founder Mr Julius Solomon”. It then went on to express “every confidence in Geelong and Australia”.
The booklet is also peppered with iconic Geelong business names — indeed, their advertisements no doubt paid for most of the publication. Business names such as Balfours Motors, Griffiths Bookstore, Vogue Shoes, Donaghy Sons Rope, Heath’s Motors, Alex Munro Funerals, Chas. Cole Co., Cheetham Salt, Albion Woollen Mills, Hawkes Bros., JT Kerley and, yes, Fagg Bros.
Skimming through the pages, what came to mind was the initiat- ive, perseverance and drive of our forebears.
We in 2017 are only a small part of something much larger, a historic continuum that expects us to contribute then hand on our lovely city the best way we can to those who follow.
We are, at best, merely temporary custodians. So, let’s not sweat the small stuff so much, but look to the big picture and commit to building a good, clever and creative future.
In 1938, while the geopolitical world may have been becoming unstable, any thought of another world war would have been far from people’s minds.
Hold that image for a moment and hear the confident parting words of alderman Charles Brown, as relevant today as then.
“We citizens can take great pride in what has been achieved in the past . . . and look forward with great confidence to the future”.