COMPARISON OF USA AND URSS EXHIBITS AT THE BRUSSELS UNIVERSAL AND INTERNATIONAL EXHIBITION 1958

• Document Type: CREST
• Collection: General CIA Records
• Document Number (FOIA) /ESDN (CREST): CIA-RDP78B05702A000100020099-9
• Release Decision: RIPPUB
• Original Classification: U
• Document Page Count: 3
• Document Creation Date: December 27, 2016
• Document Release Date: November 1, 2012
• Sequence Number: 99
• Publication Date: July 3, 1958
• Content Type: MEMO

Declassified in Part - Sanitized Copy Approved for Release 2012/11/01 : CIA-RDP78BO5702A000100020099-9
3 Jul r 1953
?M0RI1Dt.4 Fes: 14r. Robert Amory, Jr.
SUBJECT:
Comparison of i3A and URSS Exhibits at the
Brussels Universal and International
Exhibition 1958
ENCLOSURE: USSR Brochure "From Wooden Plough to Sputnik"
1. Returning to London from the ARC Meetings at 3'iesbeden on
20 Jane, I had the opportunity to spend some 6 hours at the Brussels
Universal and International Exhibition. Half of the time was spent
in making a reconnoiter of the Exhibition Grounds and the other half
-as spent in reviewing the USA and. URSS Exhibits. Although I have no
responsibilities or particular talents for Trade Fair reporting and
had only a few hours in Belgium, I would like to offer a few personal
observations of the LISA and UIRSS exhibits.
2. From the outside the U.S. Exhibition Building looks brillian :.
It is situated near the URSS exhibit bur: it is located on higher ground,
is well shaped a set off by reflecting pools, fountains, flags, etc.
Some sort of gold anodizing has been applied to the steel and aluminuri
structural members and the flash of gold and glass in the sunshine is
exceedingly attractive and makes a more to favorable contrast to the
URSS structure which is some t larger but more conventional in design.
The people were streaming in droves toward each exhibit.
3. It is when one starts comparing interior organization and
displays that the full realization comes as to ho= badly the U.S. show
stacks up against the Soviet masterpiece. The Russians haven't over-
looked a trick. Their displays are brilliant. Msssive photo murals of
high quality, well annotated and full of impact tell, the big story.
Growth: P ere they were in 1940, in 1957 and expect to be in 1960 Nms
told with big bold line graphs which nobody could miss or ignore. The
main floor sizes heavy industry -- milling machines, power looms,
fare equipment, lithographic plants, automobiles, Sputnik, etc. Big,
beautiful models tell the story of power development., urban reconstruc-
tion, educational growth, jet transport leadership, etc. Brochures in
at least 4 languages (English, German, French, and Russian) give Lore
details in a well played propaganda pitch which ei,rphasizes the "hard
sell" intent of -their show. Up the moving escalators one is lead
Declassified in Part - Sanitized Copy Approved for Release 2012/11/01: CIA-RDP78BO5702A000100020099-9
 Declassified in Part - Sanitized Copy Approved for Release 2012/11/01: CIA-RDP78BO5702A000100020099-9
W - - -_ _ - -
SUBJECT: Comparison of LOA and URSS Exhibits at the Brussels Universal
and International Exhibition 1953
through a well laid out course which shows off their scientific emphasis
and discovery accomplishments, their leadership claims in the arts, music,
ballet, tapestries, furs, ceramics, glass, food industries, fashions,
sub,ays, modern housing developments for student to -,.:orker, recreational
therapy and resorts, household appliances, etc, Well informed and skillful
attendants stand ready to explain without appearing aggressive. Selling
goes on everywhere -- Hooks, records, art reproduction, handicrafts, etc.
Excellent Russian music fills the hail at a well modulated level. Clusters
of chairs and tables are set up in wide cross passage areas around sell
signs which note "French Speaking Group", "German Speaking Group", etc.,
so that rest and conversational opportties are provided for tired
strangers. The loNer levels of the ng concentrate on nucleonics in
medicine and industry, commtnications, optics, electronics, etc. Excellent
models, such as that of the nuclear powered icebreaker, seem to be every-
where. Zany pages more could scarcely cover the scope, depth and
excellence with which they have blended models, photos, text, graphics,
lights, color, design, music, etc. to tell their story with telling iipact.
Of course, as we well know, another story could be told about the Soviets
which could have equal impact on world opinion in the negative sense, but
this was scarcely feasible in the euphoria of good :gill at an international
fair.
4. Iside the U.S. exhibition the contrast is somewhat startling.
You are reminded of a rambling Los Angeles antique store or run a sale.
Ho:,ev+er, the latter would probably be better orb zed -- at least to the
extent of having adequate tags and labels on the items displayed. Many
random pieces de art stand around in unrelated fashion and some large
photos without labels rest on light tables or inside open cylinders and
these really puzzle the foreigners. The girl fashion models are charming;
and colorful bu-. they can't save the day entirely by themselves.
Brass Rail and an American drug store offer a bodge podge ranging from
sun glasses to hot dogs and the foreigners seem to enjoy this even ;without,
a message. 1 U.S. Exhibition internally is not a "soft sell". In opinion it is a "no sell". If this is what ~;as intended it has been
achieved. Ho ever, I could not help feeling disappoin.ed. Architect
Stone did a wonderful Job on the U.S. building and we were one up here.
The inside effort certainly has cone no where near shat Fortune, Ed Muurro :. ,
3%dison Ave., the New York Times and Hollyvood could have collectively
achieved.
5. Sosze others x .y> feel as disappointed as I did. one industrialis
was using space in the area next to to STAT
write a big blast at the U.S. Exhibition and to list certain things that
could be done yet to save the situation. He spent 7 t eeks in Brussels
L Declassified in Part - Sanitized Copy Approved for Release 2012/11/01 : CIA-RDP78BO5702A000100020099-9
 Declassified in Part - Sanitized Copy Approved for Release 2012/11/01: CIA-RDP78BO5702A000100020099-9
SUBJECT: Comparison of USA and URSS Exhibits at the Brussels Universal
and International Exhibition 1958
gathering data for his story and .Bas invited by the Chief of MIS to set
down his observations and recomaendations. I was surprised how closely my
limited sa?npling agreed with his findings. 14%ybe something can still be
done to help our case. Maybe most of the foreigners will only pass the
facades of the buildings and draw comparisons favorable to our side.
:4aybe people on holiday will concentrate on random
pleasure and forger.
the "hard sell" or treat it as propaganda. I hope that all these possi-
bilities will lean as hard as possible toward favoring our case and that
the final tally of opinion will not be ttoo unfavorable to,=ard the U.S.
Respectfully submitted,
ARTHUR C, LUNDAHL
Declassified in Part - Sanitized Copy Approved for Release 2012/11/01: CIA-RDP78BO5702A000100020099-9