GREAT BRITAIN TROLLOPE, HOT TIDE BETTER EDUCATION . NEW INDUSTRIES . BETTER 
TRANSPORT . THAT PROMISE, IN FIVE COLUMNS OF TYPE ACROSS NEWSPAPER 
PAGES, WAS MADE LAST WEEK BY THE CONSERVATIVE PARTY, LAUNCHING ITS 
FIRST ADVERTISING CAMPAIGN SINCE ITS YOU-NEVER-HAD-IT-SOGOOD SERIES IN 1959 . THE 
TORIES' NEW THEME : " BRITAIN IS MODERNIZING NOW AND ONLY 
THE CONSERVATIVES HAVE GOT WHAT IT TAKES TO SEE THE JOB 
THROUGH . " THOUGH THE GOVERNMENT HAS YET TO SET A 
DATE FOR THE ELECTION, THE COSTLY MANIFESTO SUGGESTED THAT PRIME MINISTER 
MACMILLAN INTENDS TO GO TO THE PEOPLE SOONER RATHER THAN LATER 
PERHAPS IN THE FALL . NEXT DAY THE OPPOSITION BURST INTO 
PRINT WITH ITS OWN LONG-PLANNED AD CAMPAIGN FEATURING A NEW SYMBOL, 
A WELL-KNUCKLED THUMBS UP THE TOILER'S EQUIVALENT OF THE TORY V-FOR-VICTORY 
GESTURE AND THE SLOGAN : LET'S GO WITH LABOR . THE 
LABORITES DEVOTED HALF OF THEIR FIRST BOLD SPREAD TO A PICTURE 
OF PARTY LEADER HAROLD WILSON FOR ONCE WITHOUT A PIPE AND 
USED THE REST OF THE SPACE TO EXPLAIN THE " CHANGES 
THE NEW LABOR GOVERNMENT INTENDS TO MAKE . " THEY RANGED 
FROM A SHAKE-UP IN INDUSTRY ( " TOO MANY DIRECTORS SITTING 
IN BOARD ROOMS BECAUSE OF THEIR FAMILY BACKGROUND " ) TO 
AN EXPANDED SCIENTIFIC PROGRAM TO " PREVENT OUR BEST BRAINS FROM 
TAKING JOBS ABROAD . " IF THERE WAS NOTHING STARTLINGLY NEW 
IN LABOR'S PROMISES OR, FOR THAT MATTER, IN THE TORIES' COPY 
MANY BRITONS WERE ASTONISHED THAT THE SOCIALISTS HAD TAKEN ANY ADVERTISING 
AT ALL . AFTER THE 1959 ELECTION CAMPAIGN, LABORITES THUNDERED THAT 
THE TORIES' AD AGENCY HAD USED " MADISON AVENUE METHODS " 
TO " SELL MACMILLAN LIKE A DETERGENT . " WHEN HE 
PROJECTS HIS OWN IMAGE, HAROLD MACMILLAN SOUNDS MORE LIKE TROLLOPE THAN 
TIDE . IN AN INTERVIEW WITH PUBLISHER JOCELYN STEVENS IN LAST 
WEEK'S ISSUE OF QUEEN MAGAZINE, THE PRIME MINISTER INDULGED IN SOME 
MELLOW RUMINATIONS THAT COULD NEVER HAVE BEEN CUED BY AN ADMAN 
: ON POWER . I NEVER HAD ANY FEELING ABOUT BECOMING 
PRIME MINISTER . I TOOK THINGS AS THEY CAME AND STILL 
DO . POWER IS LIKE A DEAD SEA FRUIT . WHEN 
YOU ACHIEVE IT, THERE'S NOTHING THERE . THE ART OF GOVERNMENT 
IS MIXING THE THINKERS AND DOERS . ON HIMSELF . YES 
I AM SENSITIVE TO CRITICISM . ONE HAS TO BE . 
THERE ARE MOMENTS WHEN I LOATHE EVERYBODY, AND THEN I RETIRE 
AND READ GIBBON FOR A FEW HOURS . . . I 
AM A HIGHLANDER . THAT'S WHY I'M SO PALE . IT'S 
TRUE I GET A BIT TIRED, BUT I SOON POP UP 
AGAIN . ON HIS WARDROBE . MY CLOTHES EDWARDIAN ? I 
THOUGHT THAT CARDIGANS WERE RATHER SMART AT THE MOMENT . I 
ALWAYS WEAR THE SAME SUIT . WHEN IT WEARS OUT, I 
TELL MY TAILORS TO SEND ME ANOTHER AROUND . ON LIKES 
& DISLIKES . WHAT DO I DISLIKE ? QUESTIONS IN THE 
HOUSE OF COMMONS ; I CAN'T BEAR THEM . WHAT ELSE 
? THINGS THAT HAVE NO PURPOSE FORMALITIES LIKE THE FUNCTION I'M 
GOING TO THIS EVENING . WHAT I REALLY LIKE TO DO 
IS GO OFF WITH DOROTHY IN THE CAR, ALONE, TO SCOTLAND 
. WHERE THE HEDGES CEASE, THERE IS REAL FREEDOM . . 
. NO, I DON'T GET ENOUGH EXERCISE, THOUGH YESTERDAY I HAD 
A FOUR-HOUR WALK THROUGH THE WOODS . I WENT TO SEE 
MY GAMEKEEPER :. HE WASN'T TOO HOPEFUL ABOUT NEXT SEASON'S PROSPECTS 
. 