New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-03-25
By c. E. T. SCHARPS

~ sbold he bought as against others its class,
=, The has. f the blatant from which all much
automobile advertising suffers to-day Exaggeraon SO Preva
lent that only few advertisers make themselves really believed
The average automobile buyer often classes everything in the
vav Of motor car advertising bunk discounts almost all state
heavily and then convinced that the residuum not even
commercially pure fact
With Standards the liar apparently has good chance
as the fellow tells the truth The claims that the prevacaor
makes for his car are naturally strong the reliable manuact
er makes In fact they probably stronger for facts and
conditions hamper the truthful automobile advertiser
but they aren't for bar to the liar he just claims
everything in sight When he good idea good ex-
preston in the of reputable rival he and
takes it.
This bad situation for the interest of the reputable truth
full manufacturer will his damage and hurt until such
time as the general public acquainted with the emptiness
of the pretenson false advertiser This task that The
Tribune accepts cheeuy related the automobile business
1t is job that The Tribune has already done bit with in other
lines
When the day that the ability make phrases and to
cling superaves longer the stock trade of the automobile
copy writer general public will get better for its
Today the fellow who devise slogan
appears be the successful advertising specialist
He really be thrown and kept beyond the pale until
he shows signs of repentance and reform.
Empty sound reverberatng nothngs; whtespace filling
words selling arguments mark the campaigns of this of
copy He gives the sembance of real thought and earnest
work He fills his space with words and pictures both of them
overdrawn.
At the New York Automobile Show the PageD Motor
Car Company started big campaign The slogan The Most
Beautiful Car America shouted large the Of adver
tsements telling about the model 1t announced in the
copy that this strong statement Whatever its strength
a a statement it hasn't much as an argument.
First of ALL it weak rather than strong because the
supeaive degree. Most beautiful America. Who
SOP The writer And because he does does that
make for all the of us? language. nothing
1t that any way be proved Beauty
valat,ya 49,
that the most beautiful America emphaticaly
to something that demonstrate by proof And
make this of assertion abuse the function of advertising
But the Paige Detroit advertisement did conhne itself
this type of guh Further these remarkable assertions
to be found:
From the beginning body designs absolutely
unique and rereshingy distinctive.
IF imitation is the sincere form of Aattery should
indeed feel eaed because generally admitted that Paige de
signs have served the models for practically every quality
the industry
Think of thatl Absolutely unique Small wonder they
served models for practically every quality
don't know who outside of the copy writer, generally ad
any such condition that depicted above. AS far
know such general admission made in the automobile in
dust. This only susceptible of proof but
a downright misstatement
Aside from novelty in the form of the radiator
Paige body designs have been dozens other cars
Does any for believe that White Cadillac Marmon
Fiat PeccAnow. Owen Magnetic. Simplex and all the other
good indebted the Detroit for their body nea
These quality cars and within the category cited by
Paige.
Most emphacay Paige Detroit designs have served
the model for practically every quality in the industry 1t
doesn't take expert make the denial The
denies itself
Such assertions have place the advertising of any rep
uable FIRM They reflect dred upon the company that
them They the public good
the good faith and the quality of the goods advertised if
call that advertising
Let read The Paige and chassis world "a
They have been developed by the engineering genius
that the industry affords In them have incorporated every i'm
provemen refinement that could possibly the
cheney OF smooth running, dependable motor car
It's small wonder the and chassis world famous
every improvement every refinement has been Incorporated
you believe that you ought buy Paige its price rather
than Marmon or a Perce-Arrow a Locomobic a Rolls
Royce Remember you get Improvement and refine