POWERFUL MEDIUM

Sun (Auckland), Volume III, Issue 807, 30 October 1929, Page 6

POWERFUL MEDIUM

ADVERTISING USED BY CHURCHES ~~ STANDARD RISING “Even the Churches recognise the power of advertising to quicken interest in spiritual matters, both through the medium of the printed word and by means of radio broadcast.” So said Mr. G. C. Codlin. president of the Auckland Advertising Club, at the Advertising Convention opened in the Chamber of Commerce Hall last evening, during the course of an address on ‘‘The Trend of Advertising— Its Modern Developments.” There was a crowded attendance of business men. and visitors from various parts of the Dominion. The convention is the first of its kind to be held in New Zealand. “I was somewhat appalled at the development of the subject and its amazing number of ramifications.” said Mr. Codlin. who outlined the many branches of human endeavour that were called in to play in the production of successful advertising. The questions of type, magazines and newspapers, the advent of posters, signs and the radio, and the production of colour advertising were only some of the many phases of the subject. ‘‘Technical processes have been raised :o a high level, and advertising is now a highly specialised science,” said the speaker. •‘From the lonely, matrimoniallyminded elderly lady to the religious crank, there is a recognition of the power of advertising.” The development of international trade was calling for the finished skill of many American advertising houses, which had to develop sales campaigns' suitable for new markets and new races. Americans stressed the necessity of giving to new products names suitable to the trade prospects all over the world. Effective production was now no longer an acute and pressing problem, because the ingenuity of man had been applied, and intensive production was being adopted. Standards of living had been raised everywhere because of intensive production, but could not be maintained unless efficient sales efforts created new markets. Today the interests of wholesale and retailer were one, the former creating a market for the goods he sold to the latter, by means of national advertising campaigns. In conclusion, Mr. Codlin pointed out the higher ethical standards adopted by modern advertisers. There was none of the exaggeration or misdescription so common a few years ago. At the conclusion of Mr. Codlin's address a discussion took place as to the relative merits of British and American advertising, Mr. W. H. V. Taine asserting that British advertising was much superior to that of America. Other speakers said the British temperament did not call for such forces as was required in the Mr. M. McDougall contended that America was much more enterprising t and effective in advertising fields than Britain, and quoted the great sales of certain American goods in New Zealand. The convention will be continued tomorrow evening, when Professor R. M. Algie will speak on ‘‘Traps and Snares, or Legal Aspects of Advertising,” and 1 : * - Petterd on “Typography and Display.” Further evening. sessions will be held on Monday and Thursday of next week, while on IVerlnesday there will be a luncheon at which Mr. H. H. Sterling, general manager of railways, will speak on Advertising by the Largest Trading Concern in New Zealand ”