New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1911-11-03
MAYOR ON ADVERTISING
AS Guest of Honor Tells League
What He Thinks of 1t.
HE FINDS RELIEF IN ADS
Thinks Shakespeare's "Oh, What
a Goodly Outside Falsehood
Hath" Applies to Some

Send for Murphy-he knows was the
homely, common sense headline that
struck home and brought business to his
correspondence school, said S. Roland Hall
last night to the Advertising Mems
League. and as he turned and unconscious
~ bowed toward Mayor Gaynor his words
appealed 20 the imagination OF all present.
and there was a roar Of laughter, in which
the Mayor Joined with hearty amusement.
Mayor Gaynor was the leagues guest OF
honor at its fifteenth annual dinner. and
the CHEEKY crowd OF advertising men that
filled the large dining room of the Aldine
Club gave him a warm reception when he
arose TO speak on What l Think OF the
Advertising 1 See"
The business men Of the country make
the country, the Mayor said, and he added
that he did not know any one who should
nave more to say about public affairs ana
about government than the business men
Of this country. The same Legislature that
passes laws to enable one corporation TO
own stock OF any number of corporations.
and thus become a trust, will pass some
flaming antitrust law to forbid combina-
lions and trusts altogether. And then, after
busy and bring suits to break the whole
thing I'D. Some may think that this was
new 10 this generation. Mr.. Gaynor said,
but, in his opinion, that was the history
Of past generations for thousand years.
Turning toward his assigned theme. the
Mayor said he did not think he ought TO
tell what he thought about the advertising
he saw. He was told. he went on. that the
policy of advertising was 10 tell the truth.
and that to get the men who could do II
convincingly advertising agencies PAID as
high as $4,000 year.
"NIv conscience" Mayor Gaynor eX'
claimed, 'if we cannot he convinced OF the
truth except by a mah that IS paid So'V'V
a year we had better all get out and nave
done with IT, But Il man who can write
as convincingly as that, at such ms"
salary as that, might convince US ina.
something was true which was not true
possibly. Now, since you have asked me-
7 sIppose 1 ought 10 speak freely. VIVA:
is il Shakespeare says about IT? on
what a Goodly outside falsehood hath !
| think very likely that that is motto that
YOU people repeat in your own minds very
! often, especially when you are composing
! your advertisements
But. after all. the Mayor said that there
was no need in the commercial world 70
/ resort much to fasehood, either in al
vertisng or IN daily business transac'
| tons. There was a great deal OF truthful
ness in the business world he added, and
| that quality did not belonS 10 lawyers and
! judges alone.
| Now. | want to pay you one very grea
| compliment" Mayor Gaynor continued
ito those OF you who write advertisements
. / do think you have a very great literary
style. When / pick UNI hate to mention
any Of them and therefore suppose | men
lion The Outlook'-when | pick up The
| outlook. for instance. and read some
Of DR. Abbotts learned writings they
seem 20 me so turgid that | turn
over TO the advertisements IN the back ant
begin to read them. and I find relief i'm
med'ately. There is something crisp and
something To be understood. not that
want by that latter remark TO intimate
| that DR.. Abbott is wholly non-understand
( able. | would not do that for IA moment
! "Or II | pick w. say-to go from one ex
treme TO another-a copy OF Life and read
over the jokes, which turn out TO be "A:
turgid as DR.. Abbott's logic. / have moth
| ing TO do in that case except to turn over
few pages 10 the advertisements anC
find complete relief right away"
William II. lngersoll. president OF tho
| league was the POSTMASTER, and beside:
| the Mayor speeches were made by r.. ID
| Gibbs of Philadelphia former president
Of the Association OF Advertising Clubs OF
| America: s. Roland Hall. OF the Interna
! tional Correspondence Schools. Scranton
! Penn. and Professor Tough, OF New
! York University