Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1916-06-24
REV. DIR. KRAUSKOPF
TALKS ON ADVERTISING
IN KENESETH ISRAEL
Calls 1t a Guarantee of Good
Faith" Instead of Bunco
Game, AS Formerly
"EXPoNENTs OF TRUTH"

Warm praise of the tendency Of modern
advertisers to cleave to the truth was ad-
mlnstered today by Rabbi Joseph Kraus-
kopt In striking address on Advertising"
at Keneseth Israel Temple, Broad street and
Columbia avenue. Doctor Kraustopf stated
that the "genua art OF lying" is fast disap-
pearlng because OF the influence exerted by
honest advertisers. His address follows,
In part:
The strongest argument Is truth No
rhetorical period. no flight of eloquence is
so convincing as the truth told with simplic-
ity and sincerity. A lie, no matter how em-
belllshed, stands out ugly and stark. 1t Is
its own defeat
1T Is not so long ago that all advertising
was under suspicion. People regarded ad-
Vertisements as attempts to hoodwIni the
gulllble, to force the sale of things without
intrinsic value. 1t was the man who didn't
advertise who had the confidence of the
consumer, and the thing that was not ad.
Vertised that was purchased the more
readily.
ut is not so long ago that p. T. Barnum
laid down his dictum. There is sucker
born every minute Advertising was based
upon the Barnum psychology. People knew
this, and. justly or unjustly, discounted
statements contained In the printed adver-
tisements. The truthful advertiser suffered
with the untruthful one the consequence of
misrepresentation of values.
I'm time, there appeared more and more
or those who approached advertising from
quite another angle. They had valuable
commodities, things that the people actually
needed. They wanted the people to know
about these things, and they tried to tell
6hem through the means of advertisements.
Theirs was tremendous task-the task Of
NtNNYlt ltFNer
advertisement.
The magnificent gathering which we are
welcoming to our city Is an evidence of
how we'll these men have accomplished their
purpose Today, 1t Is the rare exception
where the word advertisement is not
synonymous with the word truth. Advertise
Ing, instead of being bunco game, is now
a guarantee of good faith. Think of the
many things that you are purchasing solely
because they are advertised. Ask yourself
why you purchase n special brand Of any
article that you may use, and you Will
realize at once that it Is because you have
read the name of that brand and its special
merits in the advertising columns of your
or on the advertising cards in
the street cars, or on the billboards. You
have confidence in the advertised article,
and your experience with the advertised
article justfies this confidence. The slogan
of the modern advertiser is Tell the Truth
The ethics of modern business are summed
up in that one phrase: Tell the Truth For
the truth, however simply told, carries with
1t conviction.
"The advertiser has learned that 1t does
not pay to endeavor to humbug the people,
for in time the people learn the difference
between truth and falsehood, ana once
fooled, they are not apt to allow them
selves to be fooled second time. In time
they learn to sense 1t in the advertise
ment Just as they do in the conVersa-
tion. Advertising from having at one time
stood as synonym OF humbug, mas coHhe
to stand as one of the most needed ana
most legitimate means Sr communication
between the seller and buyer. The con-
sumer realizes that the advertiser must
tell the truth, because he has most TO
lose from Misrepresentation A mlslead-
Ing advertisement may cause onetime
purchase and never another. IL the au-
vertised article does not measure up to
the representations made In it's behalf 1t
is the advertiser who loses most by the
betrayal for he has lost the confidence
of the people. No matter how ne may
adorn his falsehood, 1t stands out ugly
and stark and is its own defeat.
advertising Is the guarantee to the GUS
sumer that he is to receive fuil return
for his expenditure 1t is likewise means
of lessening the price of goods and height
ening their value. For the more an article
ia advertised the larger is its sale the
larger the sale, the greater is the produc'
tion; the larger the production the cheaper
is the price.
"I welcome the convention of advertising
men to this city, for they are the great ex-
ponents of truth in business, truth In ones
dealings with his fellowman. The gentle
art of lying is fast disappearing thanks to
the influence of the advertisement me
noble art of telling the truth, and telling
the truth all the time Is becoming one OF
the refinements of modern culture, and we
owe this wonderful and ethical game to the
men who are actively and wholesomely en-
gagged in making advertising synonymous
with truth"