The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1905-10-08

According to the Century Dictionary,
advertising Is "the act or practice 55 or
bringing anything, as ones wants or ones
business, into public notice, as by paid
announcements in periodicals., or by hand
4 bills, placardS, etc. II -.
Xiii THAT definition Is unsatisfactory-chleil
liz that Ii puts advertising on a plane with
4 An authority on the subject says adyer-
tlsng rs influencing the minds OF people.
1t means utilizing all those forces which
produce Impressions and crystalline Sopln-
ions. It Is the creating OF prestl se.thahe
quality which causes others to accept.
statement without question 49,, a5
THAT is better. Advertising, In Its es-
sentialsI is not an ''act or practice'-it2 ls
a force, a power. a vital something
in tho world. Without 'lrreverence, It may
be sadd-and truly-thnt advertising has
greater potency than religion, while 1t ma
steriallyA aids religion. 5ta,, Ell
has reached It's highest deyelopment
among civilized peoples. AS religion causes
and promotes civilizations, away IRON
would have no place, tho two are correla-
tive
To further Illustrate their interdepend-
ence, i can be said that both religion and
advertising are based on what may be
termed enlightened faith a superstition
sthmt would reject the one would reject
the other, And an intelligence that ac-
cepts one will accept both.
# Advertising. then, cannot be a. light
thing. 1t Is a matter Of the mind-of mind
to mind And 1t Is absurd to class 1t
M h9G e y sfs Of ey brns
Ing" OF lts"lnto public notice"-is con-
cornell %s
And yet referring to the physical part
nj In ha ,,nn nj doing nnllnh adj
EYertlsing IL rendered imperative, or SO
nearly SO that.lt had better not have been
done.
+ tluencng the minds of people, It is max
Ing others think as you DESIRE" What
ever does not accomplish this Is not
ADVERTISING though 1t may wear its guise.
AS the term is commonly, applied the
province OF advertising is In the realm
Of trade--n EIibcrninnism. PERHAPS, con.
sidering the preceding paragraphs, but
easily understood,
For advertising, as popularity compre,,
hended, Is meant to Influence trade ana
attract money toward Il business enter
prise OF some kind, And everybody knows
that advertising In that form costs money.
ing, most of II is to be found In the news
columns OF the papers, no charge being
made for It, The notice Of dinner adj
Ing abilities, house and it's facilities. own
ershp of jewels, silver, cut class, horses.
automobiles. conservatories, wines. quail
ty of servants. social standing OF ac-
nlaintances, and so on,
That some one has gone to certain
seaside hotel. known 70 charge high rates
because OF superior service, adyertlses an
ability to appreciate the service and pay
the rates. ~,
occ,lpv some particular pulpit on sons
particular Sabbath is ADVERTISING. pure
and simple ,,s,,,,4 49, 40.
. formed By physician who Is named. IS
advertising. ,,, !,
speclalist in practice because Of the adj
yertisng received through winning 9 per-
Men Rave found their credit strengthen
ed o. after hsi names ~ s wspe
hhnmi, ~. fairly strong corporate institution.
M Of the canfs IS a aaverssas
naa mi,eh of II Is business advertising,
Tho telling about an exceptionally rlsns-
isx experience AT one store the superior