Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1910-11-02
THE ART OF.
ADVERTISING
By Ebert HuBBARD'

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pressed. ~ ~ Z. T. - 49,
o. All literature is advertising, and all
written advertising that grips atten-
ton is literature =
The world accepts a man or an In
stitution at the estimate 1t places on
itself. To let the rogues and fools
expound and explain you to the multi
tude. and you yourself make no sign,
is to allow the falsehood to pass as
current coin.
And soon it becomes legal tender
According to the common law of Eng
land path across your property once
used by the people is theirs for all
time.
In America millions of dollars are
now being expended by certain sue
cessful firms and corporations to cor
rect wrong impression that has been
allowed to get foothold in the public
mind concerning them.
You must advertise, wisely and dis
creetly, 30 as to create a public opin-
Ion that is favorable to you.
To stand still is to retreat.
To worship the god Terminus is to
have the Goths and Vandals, that skirt
the borders OF every successful ven.
ture, pick up your Termini and carry
them inland, long miles, between the
setting of the sun and his rising.
To hold the old customers, you must
get out after the new.
When you think you are big enough
there Is lime in the bones of the boss,
and noise like buccaneer is heard
in the ofing.
The reputation that endures, or the
institution that lasts, is the one that
is properly advertised.
The only names in Greek history
that we know are those which Her
odotus and Thucydides grayed with
deathless styli
The men of Rome who lived and
tread the boardwalk are those Ph1t-
arch took up and writ their names
large on human hearts. r|
All that Plutarch knew Of Greek
heroes was what he read in Herodo-
tuS.
All that Shakespeare knew of cIas
sic Greece and Rome, and the heroes
OF that far-off time, is what he dug
out or Plutarch's lives. And about all
mat most people now know of Greece
and Rome they got from Shakespeare.
Plutarch doomed his Roman friends
and matched each favorite with some
Greek, written of by Herodotus Pin.
tarch wrote of the men he liked some
or whom we know put up good ma
yuma to cover expenses.
Horatius still stands at the bridge.
because a poet placed him there.
Paul Revere rides adown the night
giving his warning cry, because Long
leiioW set the meters in a gallon.
Across the waste of waters the enc
my calls upon Paul Jones TO surrender
and the voice of Paul Jones echoes
back, Damn your souls, we have not
YET begun TO fght!" And the sound
OF the fearless voice has given courage
TO countless thousands to snatch vic.
tory from the jaws of defeat.
In Brussels there Is yet to be heard
a sound of revelry by night only be-
cause Byron told of it.
Commodore Perry, that rash and i'm
pulsive youth of 26, never sent that
message, I'VE have met the enemy
and they are ours" but a good report
er did, and the reporters words live.
while Perrys died on the empty air.
Lord Douglas never said:
The hand of Douglas is his own.
And never shall in friendship grasp,
The hand OF such a Marmion CLASH
Sir Walter Scott made that remark
on white paper with an eagles quill
and schoolboys' hearts will beat high
as they scorn the proffered hand on
Friday afternoons, for centuries to
come.
Virgnius lives in heroic mold. not
Tor what he said or did, but for the
words put into his mouth by a man
VINO pushed what you call virile pen
and wrote such an ad for Virginius as
ne could never have written for him
self.
Andrew ]. Rowan carried the mes
sage to Garcia all right, but the deed
would have been lost in the dust bin
OF time, and quickly, too. were 1t not
for George II. Daniels, who etched the
act into the memory Of the race and
fixed the deed in history, sending II
down the corridors of time with the
rumble Of the Empire State Express
so that today It is part of the cur.
rent coin of the mental realm. a legal
tender wherever English is spoken.
All literature is Advertising
And all genuine advertisements are
literature. ,I I.
The author advertises men. times.
places, deeds. events and things. His
appeal is to the universal human soul
If he does not know the heart-throbs
Of men and women, their hopes. Joys
ambitions tastes, needs and desires.
bis work will interest no one but him
self and his admiring friend.
Advertising is fast becoming a fine
art It's theme is Human Wants and
where, when and how they may be
gratiHed
It interests, inspires. educates-