Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1912-05-24
ADVERTISING MEN
ADJOURNED MEETING
HEREAFTER DIRECTORS WILL
SELECT CONVENTION CITY
Baltimore Chosen as Next Conven-
tion City-Delegates Start on Tour
Of Texas-Address by Harry En-
erson of New oYrk.
Associated Press.

( shSsOSAdiCu lCsS.
Dallas, Texas. May 23-The AS
sociated Advertising Clubs of Amer
lea concluded their annual conven
tion today with the selection of Bal
timore as the next meeting place OF
the convention.
| George W. Coleman, of Boston
Mass, was chosen president; P. f
Floria. of Indianapolis. Ind. as Sec
retary, and c. ID. Mekeel of Mime
apolis, Mimi, as treasurer of the
club. Fred f. Johnson of Dallas was
elected vice president.
constitutional amendment, en-
lpowering the direc. ors to hereafter
select convention cities was adopted.
Harry Emerson of New York was
one of the speakers today. The dele
gates start on circle tour of Texas
tomorrow
The following is an abstract of an
address delivered to the convention
yesterday by Harry Emerson of New
York on the Soul of Advertising. ("
Consider three of the most attrac-
tive and beautiful things that live
flowers, fruit and women 1t is from
them that we shall learn about the
soul of advertising.
"The flower wants the bee and the
butterfly to help it. If it is not
helped it will not ripen into fruit,
it will fade, wither and die. 1t must
advertise. So its decks itself out
with all imaginable beauty of form
and color, it pours out perfume that
is carried miles afar Those who
scent the perfume, those whose eyes
are charmed by the color and form.
hasten to where the flower is.
'In the flowers and in the fruits
you can find the soul Of advertising,
and also concrete, definite examples
of successful advertising practice.
"The soul of advertising. as of
other psychological control of hu-
manity. consists in first liking the
one you are claiming you serve so
that he will in turn like you. There
is a gulf between getting up as good
watch as can be made for the
money and asking a dollar for ii
and taking a mans dollar and Civ
ing him as little as possible in re-
turn There is a tremenouds diff
ference between running the safest
steamers in the world, incidentally
also the fastest and most luxurious
Cunarders, and charging high prices
for the tickets and giving speed and
luxury and neglecting every under
lying moral principle of efficiency.
Therefore, the soul of advertis-
ing further consists in making the
client, the buyer serve commercial
ends by first giving him what he
most needs, in such agreeable form
that he is willing and eager to pur-
chase A dinner prepared by a
French chef is more healty, more
digestible than one prepared by the
unskilled cook and incidentally
it tastes so good that we are willing
to pay three times as much for it.
The whole aim of the good cook is to
put what is good, not what is bad,
in palatable form. Therefore, the
fact is recognized that the more solid
benefits are etherialized, are spirit
ualized, are made romantic not by
direct appeal to the grosser instincts
of self-preservation. race preserva-
tion and parasitism, three major in
stincts, but by appeals of color, OF
perfume and of taste. The flower
never advertised that it had proteids
and hydrocarbons, very useful to bees
and butterflies a. food and building
ma erials. 1T advertised color and
beauty and sweetness and took pains
| to put something Of transcendent
value back of them. The fruit never
advertised starch and cellulose, it ad-
lvertised color and beauty, and aroma
land lusciousness and it gave with
these qualities transcendent food
value. Woman does not advertise
her usefulness, she advertises her at.
ltractiveness, and the woman who
makes good gives also the real es
lsentials, a whole life of self-effacins
devotion.
] ITO what extent have advertiser
CRASHED the soul of advertising?"