TV commercial offers upbeat image of PSU by Cynthia D. Stowell "See that? You're looking at the most exciting university campus in Oregon!" The enthusiastic voice of PSU student Mary Kaddedy rises above the roar of a helicopter motor as the Willamette River and the city of Portland stretch out below. A few seconds later, the helicopter touches down in front of Millar Library and Kadderly steps out. her book bag over her shoulder. "Portland State University is my school," she says. "And the city is my campus!" It is Portland State at its jauntiest, and it's part of a new campaign to raise the University's profile in the community. The 30·second television commercial, which aired on (our Portland stations 160 times during March, April and May, was PSU's first venture into the world of paid advertising. But it was not a first for Oregon's public universities-both the University of Oregon and Oregon State have used recruitment spots for the last couple of years. The upbeat image of a PSU student commuting to campus by helicopter and having the heart of the city at her feet was designed to appeal to 18- to 24-year-olds trying to decide where to continue their education. The message is a familiar one for PSU, which has always featured its urban location and the many conveniences and opportunities that represents. But it has never been packaged quite this way for "prime time" audiences. Letters Enjoyed articles I want to thank you for that excellent article on the Raj Quartet in the last issue. I have been watching this on Channel 9, University of Washington PBS TV. I really enjoyed the background that your article provided. Since I was just finishing my first (and only) year at Vanport Extension Center when the flood wiped out all the records, I also enjoyed the article mentioning this. Thank you for sending this publication to me. John A. Sutherland, Jr. (VanlXlrt) Kent, WA An outside view Thank you for the time and care you took with the Scott-Reece-Raj article for the Winter '85 PSU 2 And, while its effect on applications and enrollment will be difficult to measure, the commercial has drawn some very iX'sitive reactions from viewers- including state legislators and civic leaders. Surprisingly, for such broad exposure, not a grumble has been heard. Still, one of the most heartening aspects of the project was the volunteer and professional involvement of PSU alumni. The University's director of News and Information Services Clarence Hein ('65) sought out another grad, Cap Hedges ('64), to produce the spot. Cap Hedges & Associates is the second largest buyer of broadcast media time in the metropolitan area. One of the two helicopters used in production was loaned by C. Norm Winningstad ('73 MBA), president of the Beaverton-based high tech firm Floating Point Systems. Winningstad also put in a good-natured appearance as Kadderly's "chauffeur" in the commercial. The helicopter used for camera work was loaned by KATU-TV, thanks to another graduate, Tom Oberg ('70), sales manager at Channel 2. Cap Hedges will continue to work with the UniverSity to develop a year-long marketing plan, which could include another commercial as well as special events and community relations efforts. Such a cohesive, University-wide plan is expected 10 encourage even more people, from every age group, to choose the city for their campus. Perspective. You gave me a chance to read an outside view of what I think about Scott, something that hasn't come clear to me until now, even through conversations with colleagues. The article is utterly clear and accurate, a profeSSional job in the best possible sense of the word; J feel immeasurably complimented by your work. Shelley C. Reece Professor o( English Thanks from Sapporo Thank you very much for sending me PSU Perspective. It is nice to have it because it reminds me of my Portland student life (which is) full with many and various memories. Megumi Kuwahara ('83) Sapporo, Japan Your Turn Colleges and universities across the country have been doing a little more soul-searching than usual after recent assaults on the virtues of the baccalaureate degree. Take, for instance, the report released by the Association of American Colleges in February. It said college curriculum had been watered down and was pandering to marketplace demands. "As for what passes as a college curriculum, almost anything goes," said the Me report. " Fads and fashions...enter where wisdom and experience should prevail." The report blamed relaxed college entrance requirements and the more recent sag in enrollments for a "survival ethic" and "diminished vision" on college campuses. The academic community was still reeling when the nation's new secretary of education issued his own challenges and criticisms. Said William 1. Bennett just a few days after taking office in early February, "Most colleges promise to make you better culturally and morally, but it is not evident that they do. They are not delivering on their promises." Bennett went on to debunk the myth that college graduates are a "priestly class" to whom "wonderful things must come to pass." But the words that resounded most in the minds of degree-holders, parents, and college officials were these: "If my own son...came to me and said, 'You promised to pay (or my tuition at Harvard, how about giving me $50,000 instead to start a little business?' I might think that was a good idea." The secretary's blunt remarks resulted in one college withdrawing its plans to award Bennett an honorary degree; some people, on the other hand, have quietly praised his frankness. What do you think? mrr ~rspective PSU P~npfd:iw is publiW!ed quarterly during the year by NeYIs and Information SeNices for alumni,facultyandmffandfriendsofPortland SIal(' University. EditO!' Cynthia O. SWwell Contribut0t5 Clarence Hein '65 Cliff Johnson ~Edil"'PaIScott aw.se of MdreH: Send both new ;md old add~loPSUf'espective,P.O.Bo1l751, Portland State University, Pooland. Oregon, '17207. PMfttts: Ift/'ll5 issue is addreued lOyoorson or tbough\ef wf>o 00 Ionser mainUins a pemwnent address OIl your home, p!eaile noIify the PSU Alumni Office (SOJ-22<j.4948) of the I1t'W mailing """"". PSUsupPOrts~ledvalionalopportunity without regard 10 §ex. race, handiap, age, national origin, marital stalUs, orteligion. Would you rather pay for your son or daughter's college education or hand over the money for a business venture?" Give it some thought and send your answer (and your name, please) to: PSU Perspective, News and Information Services, Portland State University, P.O. Box 751, Portland, OR 97207. If it's more convenient, call us with your answer, at (503) 229-3711. And you don't have to have a child to have an opinion! Quarters or semestersJ last issue's "Your Turn" question stirred up a few opinions. As you might remember, we asked whether PSU should convert to a 15-week semester system. Alumni who contacted us favored converting; the only person who felt we should retain the quarter system wouldn't give her name! Here's what alumni had to say: J think we should convert to the 15-week semester system. In the quarter system, there's too much emphasis on exams and papers and !oo little. lime for reflection and going Into subjects as deeply as University students should. Ans Van Gent ('84 MPA) I would most definitely like a IS-week semester system. This would allow time for growth in a more relaxed system of learning. Now, we hardly register and it is time for midterms, catch our breath, and it is finals. Anyone interested in learning for learning's sake - in the content of courses, not in grades - in getting the most oul of an education, not the least - will benefit from more time, more exposure. Lavilla M. Spooner ('84 as-lang. Arts) Currently a graduate student at PSU I don't think they should change. You can gel more courses in if the terms are shorter. And you don't have to study during your breaks. Name withheld '79 BS-Business Having been a student and a teacher in universities on both coasts, my opinion is that a semester system does in fact allow a more in-depth coverage of class material. From my perspective now as a faculty member and coordinator at the University of Miami I do, however, empathize with teachers' not wanting the added burden of revamping courses with a change in the system. Sandra Kent Maurice ('80 MAl University of Miami
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