TALK ON ADVERTISING.

Hawera Star, Volume XLVIII, 8 September 1924, Page 7

TALK ON ADVERTISING.

BY FRENCH PRIME MINISTER

M. Herriot, the French Prime Minister. attended the dinner given at the Piccadilly Hotel, London, by the Foreign Committee in honour of the French-speaking delegates to the International Advertising Convention, and made his first public speech in England.

Responding to the toast of “La Belle France” (proposed by Lieut. Colonel Eric Field, president of the Foreign Committee, who occupied the chair). M. Herriot said that he had come to England to accomplish a very difficult task—a diplomatic task —which was the exact opposite of publicity, and he would not divulge any secrets. If he were allowed at the end of that banquet to sweeten the conversation by some pleasantry he would tell them that he also had some personal ideas as a publicity man. In a life which was rich in experience he found that the best form of publicity was to assume secrecy. (Laughter.) That, in his opinion, was the best form of dealing with matters in the most discreet way. If advertising agents had as an axiom. “Request people not to tell anybody that so and so’s product is the best of all products,” that would go a long was to secure its success. (Laughter.) He did not know what that advice was worth, but lie was certain that in politcs it would have an excellent effect, and while he did not despair of seeing the idea put into general practice some day, they need not fear that he would claim any copyright or royalty. (Laughter.) He understood perfectly well that publicity would become a science, and not remain empirical. He had been Mayor of Lyons for 20 years, and had good reason to think that he would not last quite as long as that as Prim© Minister. Therefore he rather spoke as Mayor of a very big town who had always wanted to see in its commercial school some branch especially devoted to the teaching of publicity. He was glad to hear that the object of their efforts was the welfare of the community. They had all that night shared in the hospitality of Great Britain, and' he ventured to express the reelings of all of them when, representing France as he did, lie raised his glass to Great Britain—that great country which they greeted as the historic protector, which she would con r to be, of all those who were working for truth, justice, and liberty. (Cheers.) , 17

M. Etienne Damour, president of the trench Society of Advertising Agents, Paris, proposed the toast of “The Associated Advertising Clubs of the World, which was supported by M. Maillard president of the Federation of French Publicity, and responded to by M. Fernand A. Marteau. hon. secre^. r y of the Foreign Committee. Mr. John Hart proposed the health of the Continental guests. t S T?^? r -r» Du P«y, 4 director of ue Petit Pansien and .chairman of the French Reception Committee of the American delegates in Paris, replying, welcomed M. Herriot, who, he said, knew, as much about publicity as any man m France. '