Americus times-recorder. [volume] (Americus, Ga.) 1891-current, 1911-08-08
HONESTY THE ONLY POLICY IN
ADVERTISING.

Honesty is not only the best policy,
but is the only policy that should be
considered for a moment in advertis-
ing. That was the consensus of the
opinions expressed by the ad men
meeting in convention in Boston the
past week.
At the convention were the repre-
sentative ad writer's of the entire
country. They talked of advertising
from every standpoint, from that 81
the merchant or manufacturer, from
that of the consumer or customer,
from that of the general public. Every
phase of the advertising question was
given due consideration. But while
there may have been divisions as TO
the best methods TO pursue in public
fty work, as to the most effective way
for drawing and holding the public's
attention. there was not dissenting
voice from the clear cut proposition
that only the honest advertiser can
expect continued success, that the ad-
yertising fakir has very brief day Of
prosperity, and that there is no more
effective way to kill a business, TO
put it on the blink" until the sheriff
comes. than by persistent misrepre-
sensations in advertisements.
One expert went so far as to say
that the advertiser who misrepresent-
ed was little short of a highwayman,
occupied a place somewhere between
that gentleman and three card
monte sharp. From no one present
came a word of Commendation for the
advertiser who brings advertising in
to disrepute and injuries Legitimate
advertisers by his wild claims and
distortions of the truth. Fortunately,
it was reported, this class is rapidly
passing away. The good sense Of the
public in itself is the strongest pro-
lection against their achieving the
ends aimed at, and never before in
the history of the country has adver-
Using generally been more carefully
prepared, been more accurate in it's
statements, or more calculated to in
spire confidence among readers.
In this connection one of the lead
ing speakers made the following re-
marks. that were received with APP
plause:
IF a store processes to do things
that any thoughtful person can know
are impossibilities-by reason of the
merchants standing and capital and
output; if every advertising utterance
is a scream, of coure it follows that
no dependence can be placed on that
store, and that it's conduct partakes
of the methods of three-card monte
men and that it's operation to a de-
gree is a safe variant of the tendency
of the stage coach hold up man.
IF a store claims that everything
it has is offered under real value any
person can be assured that the claim
Is an eXaggeration or a shorter and
uglier word Bargains come as the
accidents of trade, and if stores had
nothing but bargains it would prove
that chaos reigned in commerce and
all business would die"
Never before has advertising been
so extensively conducted as in this
country to-day, never before has there
been a closer utilization of the inter-
ests of the advertisers and those
whom they would reach. 1t is crafty.
ing, indeed, to learn from the leaders
in the advertising world that not only
is honesty the best policy but thai
honesty rules and is driving the Other
class of advertising into a well de-
! served oblivion.