Lexington gazette. [volume] (Lexington, Va.) 1871-1962, 1912-12-11
BRITISH ATTITUDE
TOWARD PUBLICITY
Engllshman Suspicious of Adver-
tised Article, and Harder to
Convince Than American.
BY Il. WENTWORTH JAMES.

BY II. WENTWORTH JAMES.
Generally speaking. the Britisher's
attitude to advertising is one OF deep |
suspicion. contrasted with the Amer
leans trust and confidence. One fire.
Quently meets the type of Briton who
positively SHES at a well-advertised
article, because he feels there must
be some catch in It. In no country
in the world does personal recon-
mendation count for so much as In
Britain. The fact that Jones has tried
somebody's backache pills and had
relief from them is worth much more
from our countrymen's point OF view
than full pages.
The average Briton has no appre-
citation for smart or humorous adver-
Using. Smartness and humor are poor
games here. Some portion OF the
populace may be tickled. but they will
not buy. II analysed their feeling
would be that the smart advertiser
is probably going to be too smart for
them I once heard a friend OF mine
"a typical Briton) remark that so and
SOS advertisements are wonderfully
smart asked him whether he had
bought the articles advertised. but he
had not, although he was the very
prospect the advertising was search
ing for
Every advertising critic will give
you instances proving the contrary re-
garding smartness in advertising, but
the truth is that many advertisers
have succeeded In spite OF this fact.
not because of II. When the condi-
tons are examined, we discover that
the general truth OF this axiom IL
maintained.
An Advertisement Dodqer.
The Briton is, OF course. susceptible
to advertising. as is every member Of
the human race. His outer skin, how
ever. is much thicker than the Amer
leans. He is racially not an advertise
ment reader (as are many Americans).
but an advertisement dodger. II
had to describe the processes or the
stages of the average Briton's mind
with regard to the successfully ad-
vertised article. would put them as
follows:
1. Oblivious;
2 Irritation;
3. Grudging notice;
L. Skepticism;
s. Drawing feeling that there must
be something in It;
6. Personal inquiries;
z. Purchase
Naturally advertising take longer to
soak in. The results are slower. but
they are more lasting. Once captured
the Briton is as often as not lifelong
customer. Moreover. once convinced.
he is a stanch friend and an advertis-
ing force in himself.
There are makers OF certain articles
In England to whom advertising. In
the ordinary sense would spell ruin.
The well-dressed Englishman of the
upper middle and the upper classes
would sooner wear his hair over his
collar (almost) than wear boots. hats,
ties, or sartorial necessities that had
been widely advertised. There is one
halter at least in London who adver.
tises largely and we'll and the name OF
his hats is a standing jibe among our
middle class Beau Brummels. Not be
CAUSE the hats are bad hats, because
they are not, but simply because they
are branded with the plebeian stain Of
publicity.
The well-born Englishman Is the
most difficult fish for the advertiser
to land. and the fisherman must b.
skillful with his lure. The lower
classes are much more susceptible
and form an entirely different PROPOSE
! ton. They are not free from the Gus
tomary characteristics have named
but, on the other hand. 20 years o
nationalized education. which ha
given them the power to read, ha
still left them with remnants of tn
touching belief that thing which 4
u 'in print" must be true.
: KlpIIna Voices His Sentiment.
The sentiment of the ordinary well
TODD Englishman, It might almost b
said (were it not so dangerous to dos
;. matize), are crystallized by our poe
Kipling, who gave Lord Roberts, tn
, famous British general. the followin
testimonial In verse:
Hes little. but he's wise:
He's terror for his size.
And he does not advertise"
Remember, however, that, with tn
sole exception Of America, Great Bri
NJ ain is the most remarkable country o
lc earth. France is France and &c
many is Germany through the age
but the Britain OF today historical
speaking) is not the Britain OF tomo
e row. with the blood Of a score of n
Is 4 lions In our veins we can shed o,
skins and our presumed national cha
=. acteristics in fashion which thong
= by no means speedy, Is yet remar
able.