October 2, 1970
The N.C. Essay
IT'S TH€ ft€flLTHinG
- tacked in 1941, Woodruff declared
war too. No GI, anywhere, he promised
would ever go thiristy for a Coke - at
five cents a bottle. General Eisenhower
cooperated magnificeatly. One of the
first concerns after securing beach
heads in North Arrica and Normandy was
the construction of Coca-Cola bottling
plants- American soldiers - Ike included”
dowed ten billion bottles of Coke during
the second World War.
"When a soldier in Vietnam has
Coke," a vice-president reflected re
cently," it satisfies his need to
identify with the American tradition
and way of life. It reminds him of
what he is fighting for,"
The Coca-Cola advertising budget,
unofficially estimated at nearly $100
million, is a companyseeret. But of
ficers admit that Coke is the most
heavily advertisled productin the
Thus, Coke illustrates the trend
of American business: less effort is
on increasingly frenzied publicity
about it. Since the ingredients of
Coke never vary, and the manufacturing
process has remained essentially un
changed for 75 years, the remark of
one vice-president is understandable;
"Communication comes first, even before
the product itself. How to put it
across is what counts."
The newly-completed control booth
in the drama theater was designed to
serve immediate needs and also to pave
the way for experimentation in tele
The booth, which cost approximately
$750, was designed by Richard Spock, an
instructor in the School of Design and
Production, and constructed by students
attending the summer session.
Ward Reeser, also an instructor in
the design and technical program, ex
plained the use of the booth. He said
that it is divided into three sections.
Sound and light controls will be on
the side section, with follow spot
lights in the center.
In addition, some new equipment
will be installed in the booth. A
SONY stereo tape system and new follow
spots will be added as well as the
black and white television equipment
donated by station WRAL in Raleigh.
Also, the lighting dimmer controls
are being repaired for the new booth.
Construction of the new booth did
not affect the seating of the theater,
although the changes in aisles will
There are nine million Coke
billboards on the surface of the
earth. A company brochure informs
new employees: "When you don't see
a Coca-Cola sign, you have passed
the borders of civilization."
Recently, the vice-president
for New Products and New Packaging
talked about his job. "The rewards
of a soft drink are more psycholog
ical than physical," he explained.
"It’s the mystique that counts
most in sales: what a drink gives
to soul rather than the body.
We're working on this psych-satis
fying element most of all, trying
to find out why people really want
a soft drink-which they often don't
consciously know themselves."
Psychiatrists are employed by
this department as well as mechan
ical devices like hidden-eye cameras
to test subjects' reactions-to find
out "what makes people tick."
Asked about the future, one of
the company's Vice-presidents respon
ded fervently: "We will sell more.
There's no such thing as a satura
"Drink a Coke and theoretically
you're ready for the next one in
thirty minutes. In some districts,
people drink a thousand a year-yet
the national average is only about
a hundred a year, and the world aver
age is far smaller. So we're only
started in this business; the growth
potential is unlimited. Up and down
the highways and byways of this brave
new world men everywhere will never
postpone their long need for refresh
ment. It's inevitable. Everything's
in our favor."
Students lounge around the drink
ing fountain, idly tuning their in
struments or studying a score, wait
ing for the "taken" signs to come
down. There are just not enough prac
tice rooms per student this year.
The music department has grown
by thirty students this fall, which
increases the acuteness of the sit
uation over last year.
The problems affect not only
the majors in piano, but also the
minors, which include some of the
other instrumental and voice majors.
The 17 studios and 22 practice
rooms are left open for student use
during the weekday evenings on a
first-come, first-serve, sign-in,
Teachers do not have the con
gestion problem because all the
permanent faculty are alloted studio
space and the seven floating teachers
obtain rooms as they become vacant
during the week.
A six hour limit: three hours
on Saturday and three hours on Sunday,
is the projected plan to help solve
this problem on weekends. This went
into effect last weekend.
As Janice Boyer, secretary to Dr.
Mennini says, "the only thing that
will solve the problem is more rooms."
On Thursday, Sept. 10, the
new $1,094,290 Commons Building
was officially turned over to the
school by the inspectors from Ra
leigh. All construction for the
building was completed by August
17, except for the kitchen which
opened this week.
The building was originally
scheduled to be completed by Feb
ruary, 1970, but was delayed by
strikes and the poor condition
of the soil (the same factors
•which delayed the new dorms).
The construction of a com
mons building has been planned
since the school opened in 1965.
And it fills obvious needs.
Dining facilities in the main
building were designed to operate
a one-meal-a-day, five-days-a-
week program. Ihe commons build
ing is designed to alleviate
dining problems with an efficient
new cafeteria operation.
A building such as the com
mons was also needed to provide
an area for group recreation and
general gathering. Yet, it was
not until 1967 that state legis
lators could authorize construc
tion and appropriate part of the
necessary funds for the building.
Of the overall final cost, the
NCSA Foundation has contributed
The building has been de
signed with external emphasis on
simplicity despite the necessar
ily massive size. And it blends
in well with the rest of the
school's buildings. The interior
of the building is modern yet not
"institutional" looking, with
wood trimming and colorful fur
nishings to shake the coldness
and sterility often found in
Be Advised: The Artful Dod
ger , NCSA's literary magazine, is
now accepting contributions in an
ticipation of a fall issue. Poetry,
prose, photographs, sketches, es
says, anything printable will be
chosen according to artistic merit
and relevancy of content.
Manuscripts, etc. can be left
at the N.C. Essay office in the
Commons Bldg. or in Box #263. The
spring 1970 edition of the Artful
Dodger is now on sale in the col