New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-04-15
By c. Z T. SCHARPS


any other from recent Chandler advertisement
Not only can but docs And that for certain type OF
advertiser night through the industry not only makers OF SKIES o
Of ours Fights and tHclves too.
not alone that they make claims such manufacturers OF
automobiles but that the claims conflict directly and sharply with
the other fellow and often with the facts Nevertheless
the intending automobile buyer supposed be able out OF the
weller conflicting claims select the true and dismiss the false
Instead Of making easy for the automobile buyer to pu
chase car through advertising such manufacturers make d
cult To reconcile all the made about various cars Is
task worthy intelcctuas of trained judicial mind Yet this IS
the Job that the automobile advertiser type constantly
puts up to his public
The American automobile industry to-day an efficiency
marvel production side Standardization IN manufacturing
methods has accomplished and moderate to the public
exceptional appearing and performing the direct result OF
work Why apply to the no less important work OF adV'
Using the finished product equally effective universal standards OF
truhfulness moderation and fairness?
If this were done most automobile advertising to-day would
he far more productive than Loosene OF language mmod
Grafton statements make automobile advertising waseu and IN
efficient The advertiser who sticks the facts lighting not
alone to get public business spend part OF his effort
to get merely his proper share OF attention The tact that the af
is never hampered by acua makes possible tor HIM to claim
more for his car than the who has due regard for the
truth.
Ihave tried to make clear the articles automobile ad
e,sn that preceded this that there which
do 90 the right way about inform the general public OF the
essential selling OF the goods they have to offer but h
hose who continue to cXaggerae the
who make false and unProvabe
claims arc still too many for of the industry.
No automobile manufacturer would feel proud to have
check back from his bank marked 5 because OF an
overdra He would feel dgraced and hurt commercial way
Vet some Of the manufacturers proud of their financial
standing the slightest hestancy making ovcrdra
the funds of public through the medium of exaggerated
claims their advertising Apparently they feel not the least
tnge of conscience when the check back stamped with the
\ I'm c." of an outraged buying public.
The eaven of reform working and automobile advertisers
are learning they erred For instance the Chalmers Motor
Company has appointed consulting engineer the advertising
department verify mechanical statements made in the advert
ing copy. How important this is the motor buying public
realize only how often lack of cooperation between
the engineering department and the advertising department has
before this responsible for msstaemens advertising
Some are deliberate others merely the result of lack of norma
To show how difficult may be for automobile buyer be
guided by he reads print of the merits of auomo
bies let quote from advertisements that recently
peared. One of them, Hudson advertisement says: The
Six motor means ALL performance such
as no other match And another advertisement that of
the Haynes company says The small bore high speed Haynes
motor develops power than other of equal bore and
stroke.
The Haynes and Hudson of the size. 32
inches bore by inches has been my impression from
reading Hudson advertising that unquesonaby the Hudson
the most powerful cylinder of its developed There
fore an inquiry made of the Haynes factory putting the
ton of the compared power of the two motors
Mr. F. n Mutt. chief engineer OF the Haynes company
sweed We have made the Hudson and
find that high speed develops slightly power which in
my opinion the large diameter of the valve and intake
manifold We do know of any wonderful tests they
made other than special stripped stock and most of
agents that they had trouble passing the ud
stock equipped whenever they decided to do So
Does this letter from the Haynes engineer bear the
phac advertised that the Haynes develops
power any other of equal bore and stroke Clearly here
for nd adv
The Haynes and Hudson which 49, horsepower
develop far than that rated horsepower The Haynes calls
its motor advertisement The light high speed S.
horsepowe-oo good change. The Hudson. stated de-
velops IS horsepower that here considerable differ
ence a the outset between these engines
The same Chandler who about conflicting claims
of the Those who choose the Chandler
they best cylinder regardless of
price Apparently therefore he read Hudson adve
Using had he read the advertising wherein the Haynes speak