Page 8 Advertisements Column 6

Dominion, Volume 10, Issue 2940, 28 November 1916, Page 8

1 TRUTH IN : J ADVERTISING. . T A Timely Wo?d of Wa?amg. 'j! DT has I>een well said that no business of any size can exist without Publicity as a means of getting into touch i with people's minds, and needs, and j purses. < Advertising, however, like every other great force, may be misused by the unscrupulous—and, unfortunately,. the ex- ' ploitation of Publicity to the hurt of the • Buying-Public is not unknown in New ■ Zealand. That this evil should be eliminated is the desire of .every reputable firm. But the remedy to a large extent lies with Purchasers themselves. Let them submit every advertisement / ' to the Acid-test of Common Sense. . Gold, for example, cannot be 6old for less than it costs. : ' A so-called "J3lO Diamond Ring" cannot be priced at ,£5 .unless actually worth under- £o, because no merchant can continue in business without making a fair profit. Common Sense, then, is the Buyer's Protector. It will lead him to ignore all announcements containing equivocal statements and palpalile falsehoods! It will direct him to deal only with a house of established repute. ' In the Jewellery business, the firm of ■ Stewart Dawson and Co., Ltd., is noted for fair-dealing. * Its Publicity always eschews exaggerations and untruths. ■ Its statements are never actually or inferentially misleading. , If it says an article is an "Attractive Value" the reader may be sure this is a very conservative way of putting it. The Value is always there—in the goods. / During the next few weeks there will appear in this corner of "The Dominion" many announcements of special interest to Christmas Gift Buyers. Every message will be simple and straightforward, and every article will be exactly as it is represented to be. In this connection, we may aptly quote . the words penned by D. Stewart Dawson . to .the Managers of the Australasian branches of this house: — • - "The . very essence of attaining any success in advertising depends on your merchandise, being absolutely advantageous in quality, make, and style, correct in adaptability to .fill ;public demand, arid test- in i ' price value." • "As Advertised," then, will be the policy of our Publicity this Christmas, as in years past. All announcements will live up to the best traditions of this house. All goods offered will be of the Sound Quality-and' Value that have built up j our Empire-wide business. For remem- ' ,ber, that in buying from Stewart Dawson and Co., Ltd., one enjoys all the advantages of the enormous purchasing-power " ■ of Ten Large Jewellery Establishments, of our direct Cash-dealings with Manufacturers and Gem-cutters, and of the saving of all intermediate profits. Besides, one buys from a firm directed by experts. And in no business are ripe knowledge and wide experience so essen- ' . tial to the giving of complete satisfaction to every patron as in that of the 11 . Jeweller and Silversmith. . \ Every man and woman can, therefore, buy at Stewart Dawson's with absolute confidence of receiving a full twenty shil- I lings' worth for every pound spent. . . I STEWART DAWSON?' and Co,, Ltd., Jewellers, Silversmiths and Watchmakers, WELLINGTON. V ■ in===~-^-?—;—-==={)i ' i Great Reductions ia Furniture! RADFORD & CO. ARE NOW SELLING Sideboards, Wardrobes, puohess Pairs, Hallstands, Fadestal Cupboards, Roll Top Desks, Bureau and Office Desks, overmantels, Wood Iron and Brass Bedsteads, Spring and Wire Mattresses,' Kapoo, Flock, and Fibre Beds, Chesterfield Suites, Dressers, Mangles, Wringers, etc., at lowest cash prices. Also, Blankets, Linoleum, Carpet Squares and Runners, Matting Squares and Runners, Down Quilts, Sofa Rugs, Hearth Rugs, Door Mats, all reduced to clear at .RADFORD- .&■ GO'S Most Complete Furnishing; Warehouse, 43, 45, 47 .MANNERS STREET, / CASH OR TERMS. INSPECTION INVITED. : : ~ ECZEiIX ' Driller and c.0., tvadio lotion and ointment.- , 1 Holland St., Wellington. A Guaranteed Cure for all kinds of Specialise 'in Country Work for- - Ec | ema and s | in Diseases. Hundreds of SHOWCASES, -SHOP FRONTS, SHOP, Thed&fo/ irrit^ta OFFICE. BANK, & BAR FITTINGS, relieved on FIRST APPLICATION. Lotion and Ointment, ss. (id., postage od. Write for further advice. extra. MADAME AMIE, 23 Smeeton's Buildings, Queen Street, Auckland. j . • "THE'SPORTING SPIRIT" | LYSAGHTS : t Galvanised Iron EVERY SHEET PERFECT. FIRST MANUFACTURED IN 1537. THE STANDARD OF EXCELLENCE TODAV,