WHAT IS ADVERTISING

Hokitika Guardian, 29 August 1930, Page 8

WHAT IS ADVERTISING

, s .,‘ ,• L, M. Jones, Ghairmaii of Board of Jones. Stqre. Co., Kansas City, D.S.A. in a talk at the Kansas City Advertising Club recently “ gave tlie following as his definition of advertising:—• “Advertising is the lifeblood of commerce; the dynamic force in civilisar tion, the greatest constructive force and doubtless the strongest moral force in the world to-dfiy., “It is the magic lamp for fortune, the creator of wealthy the spirit breathed into the body of commerce which makes of it a living soul. “It promotes honesty, establishes integrity by causing its user to be square with the public. “It throws a sacred guarantee around every transaction, placing the capital of the concern back of every purchase, thus Bringing about correctness of statement and honesty of product. “It stimulates and increases production and distribution, lowers prices, and places', articles of j beauty and vu iility in the reach of a multitude of people. It serves an important part in assisting- mankind on ward to: the universal goal of human happiness. 1 “It stimulates ambitious . rivalry to furnish the best for the least, and thus contributes-' happines of mankind. , It promotes the social contact of men arid raises the standards of business conduct between men, communi* ties, and nations. The advertiser, oy co-operating with the daily newspaper has produced this dynamic power than moves civilisation. “It presents one of the greatest paradoxes in human experience, in that actually it costs the advertiser and customer absolutely nothing.”