El Paso herald. (El Paso, Tex.) 1901-1931, 1916-10-05
ADS MUST HIT
SELF INTEREST
Should Appeal to Universal
Instinct, Adclub Is Told
In Lecture.

Ad writing as a scientific as well as
a literary profession. and many hints
TO local business and professional men
as TO how they could improve their
present system Of advertising. were
contained in an illustrated lecture writ
ten by Dr. T. A. Wynne. Of Dallas. Tex.
and read ITO the members of the FL
Paso Adclub Wednesday night at the
Hotel Sheldon by president a. Z. Row
lands.
Stereopticon slides. each bearing an
advertisement which he's received ma
tional commendation Of adclub men for
It's cleancut display and writing. were
shown during the lecture read BY Mr..
I;owlands- The lecture has been read
IN virtually every city OF Importance
in the state.
Persuasion First Step.
According to the lecture. 10 Is pos
sihle TO appeal 10 the human intellect
without persuadinE IT, 4 man may adj
mlre thing and not want DO for him
self The successful I'D. then, in the
opinion Of DR. Nynne. must appeal 10
the universal instinct. self interest. II
is the basis of business i'm which man
exchanges money and credit ia the
hope Of gain In the exhibition OF the
slides, the local members OF the adcluh
We're enabled To witness many luuo-
vations in the art of successful adVer-
Using. since the advertisements shown
on the slides had been compiled by Dr.
Wynne after several months work. and
are supposed 70 be the cream Of ad-
Eertlsement writing IN this country
Honesty il Best Policy.
That truth in advertising as the best
way TO gain the confidence # the pub
lie was emphasized in a speech by H
r. McClintock prior TO the showing or
the stereopticOn views Mr.. McCLurOck
stated that the text of his speech was
the obligation of the space seller 10
the space buyer
-Advertising as we know it, said
Mr.. McClintock. is the buying of space
in the printed page. the poster. or the
printed display The idea Is 90 let the
to gain its confidence by being truth
ful in every way
space seller Must Insist.
1T is the space seller who has the
power TO insist that all advertisements
be truthful in every degree He should
make certain that the advertisement IS
a creditable one. and that the firm that
purchases the space is absolutely re-
liable II everyone would do this. II
would be only short time before the
confidence Of the public could be
gained The space seller has the right
TO refuse uurelIa biz firms He has MS
credit association back Of him"
Continuing Mr. McClintock stated
that he thought that u was time for
the space seller TO put his foot down
and insist that nothing but the truth
be advertised He asked that the vigil
lance committee Of The local club also
be appointed as "a board OF censors in .
order that when am untruthful piece
OF advertising was seen, u could be
taken up with the space seller and the
space buyer and either corrected or B
taken out Of display When the space /
seller shows that his methods are hon
est and truthful then he VIII gain pub I
lie confidence" said Mr.. McCiintOck.
Two Mediums Turned Down
President \ T. EOwlands told the
club that the vigilance committee had
turned dc vn an advertising medium in !
the shape Of a large weather. thermOm- &
eter. and Of large book known as
Who's Who in f. Paso." The action
OF the vigilance committee was APP
proved BY the club as a whole. let +
ter was read from the business man
ager Of the Roundup" a small paper I
published at Mesilla park by the col i
lege students. asking that the club .
endorse il as an advertising medium I
As the paper is published out Of the 8
city the club moved that all advertis- ,
ers who wish 10 advertise in IL may do
So without mourning any penalty by /
the club
President Rowlands also stated that :
in the future the merchants would Dee &
protected by the issue of a card en-
dorsing certain ADVERT semenrs. and 3
when a business man was approached I
card the former should know that /
his scheme had not been endorsed by I
the club