In a faithfully brilliant OpEd piece about for what purpose large numbers of college kids today no longer display any curiosity that was not long ago penned by book review editor J Peder Zane in the Raleigh of recent origins & Observer.

In a faithfully brilliant OpEd piece about for what purpose large numbers of college kids today no longer display any curiosity that was not long ago penned by book review editor J Peder Zane in the Raleigh of recent origins & Observer, the author lamented that "in this frightening novel world, students do not turn round to universities for mind expansion, if it be not that vocational training. In the parlance of journalism, they want stranges they use."

We read Zane's commentary with a growing mind of dread -- painfully aware he was forward to something that, as he present it, is "both inevitable and incurable." The unabashed cynic in us suspects Zane is correct about his prognosis too, if it be not that the struggling idealist in us nonetheless is happy to report that in a just discovered image campaign breaking this week, Loyola University in Chicago is sending public the message -- loud and clear -- that it can move students a chance to commit to memory an education that is about far more than supplying vocational skills to realize ahead in corporate America.

disentangleed by the university's new in-house marketing arm, the campaign, comprised primarily of print, outdoor and online executions, stresse the importance of values that should be part of an education at a legitimate liberal arts institution.

The campaign tag line, "Preparing tribe to lead extraordinary lives," also attends to remind parents and would-be pupils at Loyola that there is something greater in life than simply pushing to achieve the cushiest, highest-paying job after graduation. the same print ad in particular speaks to the heart of the campaign: "If the World Is Just About You, You're In the unfair Place." Another ad addresses a similar theme: "Depth of Character Is Just as Important as midst of Knowledge."

A tie of the executions do emphasize a certain quantity of of the more prosaic reasons for attending Loyola, including the same with the copy line "enjoy four years of lakefront property" a concern to the Rogers Park campus' enviable lakefront setting.

Each execution makes sole one point with its single pushing copy line, and each ad also makes note of the fact Loyola is a Jesuit university. Kelly Shannon, Loyola's marketing and communications chief, said the advertising was designed primarily to speak to the "heart and soul" of what a Loyola education is all about, and in its simple, direct way, this campaign does indeed do just that.

Lew's view: B

e-mail: llazare@suntimes.com

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