DUMMY TESTIMONIALS

Radio Record, Volume VII, Issue 46, 24 May 1935, Page 58

DUMMY TESTIMONIALS

ol "Beauty Blurbs" Ignored by Women Who Want Facts AN it be that the advertising copy writers who have been urging women to be glamorous, irresistible and what not by using this lotion or that toothbrush, have missed their mark? asks the "Christian Science Monitor." Mrs. Anna Steese Richardson, in touch with great numbers of .women magazine readerg through her position as director of the good citizenship bureau of the Women’s Home Companicn, of U.S.A., told advertising men and women recently that she thought this type of advertising was no longer effective. Women are tired of it, she said. They prefer facts. They. don’t care, either, for advertising that discusses in detail human ailments and how to relieve them. Extravagant medical advertising bores them, said Mrs. Richardson. They like. pictures. They like colour and beauty in advertising. And they want specific statements, said the magazine specialist. = Testimonials, she thought, haa been overdone. .. She told of her experience in a group of rural women in Kentucky. After talking about advertising she asked if there were any questions, "Up rose @ woman, gaunt and tall, from the hill country," Mrs, Richard-

son recalled. "Her skin was the colour and texture of sole leather. I-d6n’t doubt- she had walked tc the nearest bus, probably she had ridden a mule. "She said, ‘Lady, what do- them motion picture stars and society women get. for recommending beds and cold cream??? © The intelligent advertising agency has already begun to purge its copy of those features which offend the intelligent’ reading public, this magazine writer declared- But she thought definite educational work would have to. be done in behalf* of: good advertising if women’s faith in it wag to be restored.