Page 4 Advertisements Column 2

Hauraki Plains Gazette, Volume XXXVIII, Issue 5171, 29 August 1927, Page 4

ADVERTISING. “ POPULAR FORM OF EDUCATION.” RIGHT AND WRONG SORTSThe Duke of York remarked during a visit to the Advertising Exhibition at the Olympia that advertising was really “a popular, form of education.” That is perhaps a statement of an ideal rather than of fact, since advertising—though this, may seem paradoxical—is still in its infancy It is profuse- enough, but it is too often misplaced and vuglar and directed towards wrong ends. “If the case for advertising rested mainly on what could be said for competitive drumbanging about things of daily consumption,” wrote Mr Norman Angell in a “Spectator” article, “organised industry would one day rise and sweep most of it away by common consent. But advertising is- gradually coming to mean something very different from this —and one day will be worthy of .Mr Angell’s bold definition: the science of conveying information which really adds to the- value of the exchange from seller to buyer. This is the principle that underlies the campaign for voluntary preference for Empire goods. Successful advertising here gives more than an economic value to the purchase. The real object of advertising, too often forgotten —and again we may conveniently us® Mr Angell’s words —is “to perfect the adjustment of production to consumption.” This means simply that advertising should enable us* to buy exactly what we want, and not an approximation to it, and that it should, show us the latest and best that modern industry has produced, for "us. It was the- right kind of advertising that called the Duke of York’s attention to a machine by which potatoes could be peeled more efficiently than by hand. It Is the wrong sort that shrieks at us from multi-coloured posters by the roadsides to- use certain brands of soap or cigarettes whether we need them or do not.—Christchurch .Press.

They were swapping "mean man” stories in a smoker of the Welling-ton-Auckland expresis. The man in tlie corner took tbie btln. Said he knew a chap who im jver bought tobacco if he could “bon 'ow” it. This party carrier! two pipes. C hie held a thimblefull, the other abo nt a Quarter of an ounce. When he : isked for a AU he showed you the little pipe. But directly he got hold ‘of your pouch he pulled out the big pipe and crammed it with your “weod.” 'When follows tumbled to him they cut: him. JHe’s particularly partial, it appears, to New Zealand tobacco. ItJ’s certainly good, with a fragrance ansi' aroma of its own. Most of the imporited brand's reek with nicotine. That’s why their constant use is bad- The N.iZ. tobaccos are so pure and. so comparatively free from nicotine that you e;m puff them all day without feat of consequences. You can’t beat then i fP r flavour. Try Riverhead Gold, a fi ue aromatic ; Toasted Navy Cut (1 h' 11 " dog), medium ; or Cut Plug No. If* (BuHshead) fulL strength*