New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-05-20

1,r~fiee nj o.
- ;o1s and fails to claim everything in sight tor the
KIN; car b,, also actually gives the other fellow chance
This violates all rules for advertising V-tpe eght'ynder
automobile as Interpreted by most other makers except
Cadillac In order that the King people may not escape inc
c Of their own act consider it duty to quote the
advertisement in full
The Kino Nav Be the Car You Are Looking For
,ool,le sufficiently reliable under official
d es. 70 have its chassis adopted by the u D Army ana
Maine Corps for armored though shares us
b ecra other good makes Of OF higher price
II is built by long established company win fe L
for good and fair dealing ranking hsn o be con-
f ortbv competitors. The King a car which may DC
seyvativev described economical and IS one mat hae
eas;v having an alround road competence WHICH h"' ~
% al we believe the King Eight does offer quite remark
able combination Of power economy rehaon'y' coiho
sy fe for anybody one thoroughly consistent with
our slogan, The Car OF No Regrets
How this thing must CRATE upon the scnsbites OF some OF
those other fellows who write about eghtcyhnder cars JUST i
Of anv one being foolish enough to admit that
l. bosno has been adopted for work 1t shares u'S
18th several other good makes of cars. Then gong along
further to concede that car has compehtorsi mat IS
nebsl Most Of the advertising writers have the oea IND" W
er av to get the product rightly to the public Afternoon IS "
% nothing and especially deny the even within hains
distance Of having rival The King advertising writer has an
l absolutely in his economy claim he were up to date ana
really in touch he would insist saying not only that the s
is an economical but the most economical! Inns
- n so Ill informed characterize the as one which
he on
,;r been allowed to count automobile advertising?
Furthermore instead of admitting shyy that there IS no onef
car in the world equal for performance on the road the s
WRITER contents himself with saying has an a-round road com
, ,,bcb has surprised and delighted Where the
old pepperino2
please note that the advertisement remarks only that the
KING Company believes the offers remarkable combna-
ton of various qualities What weakness
Doesn't the man who this know that it against the
standards of all too many of automobile advertising to
noe sucb COPY? Doesn't he know that advertising claims
presented in this way merely command the respectful and inter
esed attention of buying public fagued nearly to death
b EXAGGERATED claims and deaened by the bayhoong OF the
copy man Doesn't he know that motor copy must have
ncb and nep even truth and serespect sacrificed?
II ever any advertising copy destructive it is copy such
as this produced by the King Company absolutely kills the
exaggeraO chance because truthful and modest and quiet
seems TO say ours good product that we believe we can
talk fairly and moderately with every chance OF beng sue
cessful
This certainly all wrong. No one ought to be permitted
to 90 on like this If the King Company continues produce this
sort of copy the thing know other people will initiate and
the bunk will be eliminated from automobile advertising
AS far as can discover there line of exaggeraion
in this advertisement That of dquahes in the minds
of many copy-reIs being persuasive advertising That
school, which believes only that advertising persuasive which
hoe the oudest and claims the certainly will for
moment approve Of the copy forward by the King Company
BY advertising this the King people avoid the danger
of making that not backed by facts he SUI
peratve good thing avoid in motor advertising Using
II
self safe.
For instance show the danger of making big claims even
when done apparently good faith refer to the copy
of another eghcynder maker the Cole Motor Car Com
rany Indianapolis In advertisement this statement
made: The Cole Eight has the largest and powerful
ciehtcylinder V-typc automobile motor.
Regarding this claim letter addressed by The Tribune
10 H. Hyman advertising Of the Cole Motor Car Com
pany which he replied:
To justify this statement beg to refer to the piston
displacement and A. f. horsepower ratings OF
The bore is 3Z inches. The stroke is AZ inches The
piston displacement 3464 cubic inches The A. f. rating
as listed the Motor World Guide along with that of all other
American made cars is-as it should be--39.2 II. p.
IN our advertising quote the horsepower developed
10 However of long duration carried the dynamo
meter department Of the Norhway Company. OF Detroit where
or motors are actual horsepower of than 80 has
been developed
Examination of the Motor World Guide shows the
,nent is exactly the Cole people making the point
that because has the dimensions the Oakland
pnd the largest cghts rated horsepower in the