Author: HIGHAM, Charles Frederick.
Title: Looking Forward. Mass education through publicity.
Description: London, Nisbet 1920. Octavo; [10],183pp. Some browning or spotting towards each end. A fetching copy in a luxurious Zaehnsdorf binding of green straight grain calf, spine elaborately gilt with red labels and small red onlays in each panel. ¶ Higham's own copy, specially bound for him. I wasn't certain of this until recently when I came across another of his books in an identical binding. A pioneering bit of brave new world stuff; frightening for the enthusiasm with which governments have embraced Higham's messages of advertising for political purpose - the common good. The possibilities Higham outlines for the cinema are now more fully realised with television and some of his proposals now seem naive (as do the possibly disingenuous declarations of trustworthy government) but the embryo of current thought is well formed here and was being developed speedily - passages from this book are in the papers of General Ffoulkes, copied while he was Director of Irish Propaganda during the Anglo-Irish war of 1921.

Keywords: social sciences advertising government c20th propaganda graphic