The Richmond Virginian. (Richmond, Va.) 1910-1920, 1914-10-30
CONSUMER DOES
| NOT PAY THE BILL
MRS. CHRISTINE FREDERICK SAYS
ADVERTISING LOWERS
~ LIVING COST.
A S PL E N DID TALK
HER DISCUSSION OF PUBLICITY
PRONOUNCED ONE OFF ABLEsT
EVER HEARD HERE--LARGE
NUMBER PRESENT.
A SPL E NDID TALK

advertising does not increase, but
lowers. the cost of living. The con-
sumner does not pay for advertising. "
These were two of the many inter-
esting statements, emphatically made
by Mrs. Christine Frederick in an adj
dress before the Richmond Adyer-
Users Club in the Y. NJ. C. A. audi
torium last night.
Mrs. Frederick spoke on advertising
from the consumers point of view and
defended modern aggressive adver-
Using as a boon to the, consumer in
many different ways, tearing to pieces
the often heard arguments that the
use. of trade marks, package goods
and extensive advertising are re-
sponsible in measure for the In
creased cost of living.
Develops Will Power.
Advertising does what the church
has almost stopped trying to do
said Mrs Frederick. TT teaches the
buyer to buy what she needs and not
W hat she doesn't need, aiding her In
developing her will power. Adver-
Using makes the buyer exercise an in
telligent discrimination in the pur-
chase of goods. makes her choose be-
tween two articles and aids her to
buy the best
Mrs. Frederick is on the staff o,
several women's magazines and is the
wife OF the president of the Associated
Advertising Club. The lecture she de-
livered here last night is one first oe-
/ livered by her before the Associated
Advertising Clubs of the World al
Toronto some months ago and since
given all over the United States. 1t
was pronounced the best talk on ad-
vertising delivered at the Toronto con-
vention and as given here last night
won instant and continuing attention
from the audience of men and women
gathered to hear her. She proved a
speaker of rare charm and personal
attraction. which coupled with a store
Of information Interestingly transmit
ted to her hearers and with a fund OF
good. hard common sense made the
address live well up to the reputa-
ton it has acquired elsewhere.
Benefits Consumer.
Mrs Frederick spoke not from the
standpoint OF the advertiser, the man
ufacturer or the dealer. but from tina
of the buyer She painted out the
advantages of advertising to those who
buy. some Of the mistakes made ny
advertisers and methods by which the
attention of the consumer is caught
ana netd.
Women. she said. do rae most of
the buying and to women most of the
advertising should be addressed. The
Qualities in advertising that appeal to
them are the reputation OF the firm.
the quality Of the goods advertised
economy and cleanliness. Honesty In
advertising, confidence in the adver-
tiser, the forbidding of fake sales and
cutting of prices on trademark articles
she urged as the secrets of success
ending with clever portrayal of the
absurdity Of some advertisements OF
wcmen's goods and utensils drawn by
men without regard TO the eternal fit
ness Of things and without seeking to
bring the advertisement in touch with
those who buy
While the crowd was not a large
one it heard with close given interest
every word the speaker had to say,
frequently appla1iding her main points
and showing appreciation OF her
humor and keen thrusts.