El Paso herald. (El Paso, Tex.) 1901-1931, 1916-02-05
ADVOCATES TRUTH
IN ALL ADVERTISING
ssTthics Of Advertising and advertising
Iicense" Are Discussed by Tire Manu-
facturer, Who Points Out Solution.

Ethics Of Advertising" and advertising
License" Are Discussed by Tire Manu-
facturer, Who Points Out Solution.
1--WE believe in advertising as an econom-
zeal factor in the marketing Of tires and
other commodities TO consumers" says an Of
ficial Of the b. F. Goodrich company.
1--WE believe, too that the value Of each
line Of advertising space, paid for, depends
not only upon the message which fills that
space but ultimately, upon the degree Of
truthfulness and good faith within that
message. We believe that a whole indus
try may be raised up. or lowered down. in
public confidence by the general average Of
truthfulness and sincerity in the advertising
used by that industry.
1--WE believe that chronic atmosphere Of
half truth-too dexterous manipulation Of
facts for expediency-and a continuous
stretching Of the truth in an effort to Beat
the Devil Around the Bush''-might cost all
advertisers. in a given industry. half the
possibilities Of their appropriation. We be-
iieve that many advertisers realize this fact.
as we do, but sehitate to express it, lest such
expression be deemed 'UnethicaL'
''Ethics of Advertising
saThe Ethics Of Advertising so vaguely
defined that each interprets them for him
self seem generally cursed with the same in
sincerity and expectancy as that advertising
license which is the excuse for insincerity
and truth-stretching in advertising itself
Under these ethics It Is tor instance,
considered bad form to. In any way. directly
ter how much they may dexterOusly trans
gress the truth. regarding a market which
is the common property Of all who sell the
same product.
but. per contra. these ethics evidently
admit of any advertiser claiming fer his
product as exclusive features. such features
as are common to all, or to others, who make
the same grade Of product-the theory Of
this kind Of advertising being that he who
boldly claims that feature, through the
widest publicity, is inferred by the public to
he the only manufacturer who has that fea-
ture in his product-in other words. to de-
ceive the public into thinking that his Is the
only product on the market possessing that
feature.
Deoeiving the Reader.
Apparently this is considered 'ethiear in
ADVERTISING although IL is deliberately in
tended to deceive the reader and. by false
pretences. take away from other manufac-
turers of similar product part Of the market
which. on the merits OF their goods, right
fully belongs to them.
apparently too. it Is considered 'unethicaf
for the other manufacturers to even protest
against this in their own advertising, or 20
snow m in print over their own names, the
deception practiced against their own mar
ket bv the untruthful claims OF ethical
competitors.
1--WE are prompted to make a statement
like this, because we think Il wholesome
subject for the tire industry to consider.
owe saw il because we believe that many
other worthy advertisers think It. and would
gladly coouerate with tiff someone set the
mace as a sound business pOlicy-for multi
plying results from advertising for all tire
advertisers