The Guardian And Evening Star, with which is incorporated the West Coast Times. FRIDAY, SEPTEMBER 12th, 1924. IMPORTANCE OF ADVERTISING.

Hokitika Guardian, 12 September 1924, Page 2

The Guardian And Evening Star, with which is incorporated the West Coast Times. FRIDAY, SEPTEMBER 12th, 1924. IMPORTANCE OF ADVERTISING.

No greater testimony could he given to the power of publicity in the business world of today than that provided by the International Advertising Convention, which was held at the British Empire Exhibition opened by H.R.H. the Prime of Wales. Business men and women experts in what is now both a .science and an art assembled to the number of about A.OOO, and have not only debated in general session the importance of advertising in promoting commerce. hut at maiv sectional meetings have examined ami discussed the problems of the specialized branches of the advo: Using piofession. The general trend of publicity to-day towards art and beauty was commended warmly, hut in harmony with the emblem of the Convention which here the single word “Truth”, I.ord T.eveihulme gave as his experience that it was the quiet advertisement which did not claim too much that was the most effective. A very practical note was struck by Ilis lloval Highness and other speakers, including Mr J. H. Thomas (Colonial Secretary)

in that by helping to provide throughout the world a more free exchange of commodities by a lower cost of distribution, Ideal advertising would bring a reduction of prices, greater trade, nnd jess nneitiplfiyincut, (Old y v ou|;l thus

go far towards wiliine some ol the great social mid economic problems with which the world is 10-day eouI ronts-il. The importam e of novel"tisiii)4 ;is m iaci'ir in j.nmiot iiiji iuti*rnational good v. ill was also emphasised oil iiiiis 1 than -me o .casino, and, ns pointed out by Mr .lames I). Mooney |’ie id •::! of toe Dene! a I Mot:\ s IvspolT Coinl-aiiy. I.S.Aits imjnrtame a.s a distributing agency was show n to i omit for milch in I eeonst met ion and iehahilitatii.il. 1.-ud Btnidiam cxprc«sed a truism when lie- said that the advertising agent was the real interpreter of the fell and unfelt wants of humanity. and that advertising '.as the lubricating hn:< oi the industrial machine. In a pajer mi the luture ol advertising, Sir (hallos llighain said that advertising had so cheapened tin' cn>t of production that one-lime luxuries had hen.me every day nei essilies. with the result that a thousand refining illlllleiues were let loose upon anelcly at large. No other met lied of advertising was as valuable as lb" modern lirw'.j a] or or periodi. al. It cost le-s i,I ri!i people elfeeli\*-l% through iis t .diimiis ill.in any otlie. inelhod. < Inc sphere of .service in which lie.* good iu!llienee of advertising is not always realised is that ol • renting | obli i-dnml-;ir.*s ill bnsiiiess, and ill tin- t-inne--limi Mr l-raneis 11. Sis-on (Niic-l’ie-sidcnl of tbe Diiaranly Trust I‘nmpaiiy. New Verio emit.-ode I that the standards li.xed bv llie merchant nr nianiifa -- tnrer in public stntemmit and printed wind must become tbe .slumlords e (list ribut inn and product ion. or tbe inevitable 10-s of public iiinliih'iue and gnu, 1 will s] idled bankruptev, moral as well as financial. At tin- concluding session, amid a moving scene, tbe delegates passed a resolution condemning war as the enemy of human progress. and calling open the leaders ol Ihe nations I lumpily to lake -mil step

wi,old guarantee tin- 11fit ,\ id tie people against the ret tin: of the iisi of aggressive force.