The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1914-03-08


face is never seen-except IN the car
toon there was . row or shining teeth
her frock is blue and short and Sc
verely plain. Her. cap is Just cap
and her apron Is just an apron. Her
wooden shoes are worn over plain
white stockings, and the stick In her
hand Is just q stick.
What Is II then that has made this
old woman famous?
It L. perhaps. more than anything
else. that che stands for something
real She advertises that she chases
eiirt--and moreover she does chase
dirt. And she doesn't 10 anything
else. She has plain work to do, and
she advertises to do it, with her sleeves
rolled up and stick in her hand.
She doesn't pretend that she can do
work In party clothes. She doesn't
make believe TO scrub the bathroom
in a ball gown. She's got on her
working clothes and her working spirit,
and she's after dirt with a sharp stick,
and no pretertions OF being anything
but q working woman.
And the reason that the commodity
that she advertises is selling all over
the country IS not only because she
advertises it so well, but because 1t
Is Just what she advertises it to be
q art chaser. No moreno less
The day Is past when advertising
can sell inferior articles for any length
OF time. People talk about advertising
campaigns. And clever advertising
features. And publicity pulls. But the
very best advertising in the world is
to stand back Of your ad and deliver
the goods.
When q merchant can 10 this, his
advertising has pulling power
This old woman has made one COM
pano rich-but she hasn't done it
alone. It was a clever artist that
conceived her-but all the life and
visor that he put into the picture would
have gone for naught, unless he had
had something back of him-some-
thing to stand for.
Il is SO with all advertising.
The manufacturer saw the necessity
OF advertising. He realized the i'm
portance OF making the people all over
the United States acquainted with this
old woman. He spent millions Of dol
lars introducing her to her public. But
he did not depend upon a picture for
a fortune. He did not stake his mil
lions on a Autograph He knew that
he could deliver the goods, after he
advertised to do so.
American merchants are spending
millions OF dollars in advertising. They
are paying artists enormous sums for
pictures, and publicity men are getting
rich on clever ideas 4 they have
ideals back Of them.
For unless there are ideals back Of
the ideas, no publicity work in the
world can make any commodity popu-
lar.
Ideals in advertising! Ideals in pub
lie merchandising. Ideals In manu-
featuring!
Well and why not?
John vanannafer is u many times
His great stores are
His name stands for
what is hest in the mercantile world
And his business was built on an
ideal.
Some Of the little daily talks that.
come out, over his signature, in his
matter, are classics. And
this because they are built on ideals.
When John wanamaker was boy
he was treated unfairly by a merchant.
It was Christmas time. and the un-
fair treatment hurt. The boy made
up his mind that when he was a man
be treated fairly. and where every
thing was what it was represented to
be.
He had very little money. But he
had an ideal. And he believed in ad
He stuck to his ideal and
he stuck to his advertising. and today
he Is one OF the richest merchants In
besides this, he is one
Of Americas best citizens.
Yet 1t was simple thing he did.
In the beginning. He was always care
full to advertise things at their true