The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1905-12-31
Il on the face OF 1t bad dvertisin g Il
that which is not good. III
& But before going into The mat q I ter !, 9
Quality, there Is an import ant point 70 q .

XII On the face OF IA it bad advertising is
that which Ia not good. .S;s; 81.
b But before going into the matter OF
quality, there is on ant pony D. 3
Whose judgement Is 70 % aceepted n \,
regard to adyertising to "A y neither u -
is good or bad Us, 81 4,
surely not that OF other people y y tn ne.
same business 4 9, !. J.
or that Of rela ives or per o1al
N Nor IA as a rule, Of tho travelling salee--:
man. or anyone else who ie seeKnB IA
ness from the advertiser. u. 55i
" ,rhe worse advertising ls.s the more sure
sly do compel tors want to see It stay a
that level.
Relatives are almost always too kind
anything that kinf olks / do. 50 long as 8 7
Is not dlsreputable Is admirable. And
Sfriends are usual ~ of raid OF hurtin 9.
And the salesman " wants Il orders, and q
Is &half the sale. .&;. s8
5 The Judgment Of the public IS the judg-s
5ment to accept in regard to advert tsln g.
It Is absolutely unblase ed ;5it is unhesita-
Stingy given; II zig u1lerrng; IT - h ll
The public $d,sapp roves OF bad I'D vertis--::
Ing Just as surely as n q provess OF good
advertising .
With these ia ct In mind /. It Isl easy to;
decide on what makes adye rtising bad
blunt lying Is not to be compared with
gentle situation or slave inference.
The man who $ houtingly, but without
comment t. places the value OF q br OXEN
at $1,000 Is not nearly so likely to cheat
anybody as he who quietly, but In smooth,
convincing tones. tells first OF the animals
wonderful ped gree, his intelli gence train
ling, and SO on, and then, b. ming the
error OF fate that #consl gned II to a. place
tAa al fta ha Few.
weeks of rest and bandaging VIII erect
8 complete restoration and at $500 the.
horse is cheaG ---very3 cheap.
~ Now, 1t may be sal thai. the inte tons
That is true-and yet there Is & q frer:-
Sence In favor OF him whose lying ts IN;
sitss3yery essence unbe lievabl e. 4
II the horse should be bought at the
shouter's valuation the buyer would not
be as likely to blanc him rs untruthful
as to reproach himself for lack Of Wis
dom. S3.
But il the sperious. plausible fellow
should persuade q pure haser5 at one-tlrt 9
for bitter denunciation and lasting
7' Because he had persuaded, because iei
had raised false hopes; because to attain
his end he had used deceit lul Slns!nuat1oA
rs IS sure, neither buyen 3would, ever
again z;i take chances on repeating his ex-
The first man would 90 for the future
to somabody who had = reputation for OF
;il other would hold truthfulness-at
least in horse dealing st o be e he supreme
virtue would want = Pc very sure
Perhaps both the untruthfu dealers
would Pc able to delpae anough Y p Pc
\ But theirs could hardly be called
"healthy's business. 3 e. 5.
"A heal thy business Is one with q long
list Of Customers who come back again 'g o.
and again. 3
owes Its existence to--untruthfullne si can n
be healthy. Ss8 5 ST. v.
] The foundation may sink At any U mo- rD.
ment; the superstructure Is IN constant
Imminent danger OF collapse.
Bad advertising lying; a divert sn.a
much less Is .m ercantie supremacy.
And st costs the advertiser his self SCI,
respect; destroys his usefulness q! as q clu---