The Richmond Virginian. (Richmond, Va.) 1910-1920, 1919-09-24
WOMAN ADDRESSES
ADVERTISING CLUBS

New Orleans. Sept 2s.--Ohe of the
clevercst addresses delivered this aft
crnoon was that Of bank advertising
woman-Mrs Eleanor Germo, adver
Using manager of, the Los Angeles
Trust and Savings bank. who took for
her subject, Adam and Eve in the
Garden of Advertising.
advertising is surely playing part
in the worlds happiness" she said.
Through it. the golden web of better
understanding is being woven. Mo-
tives and ideals behind many large or
CARNATIONS are being expressed
through advertising columns today
Advertising space is being effectively
employed to smooth out organization
troubles which affect large groups OF
workers. Such use OF the printed
page certainly is evidence OF the vital
part that advertising will play In the
solution of the great economic prob
lens which confront us.
Needless 10 say. Eva wouldn't be
working by Adams side in tho Garden
of Advertising today unless Adam him
self were perfectly willing that she
should But advertising r,tsrs--the
ones who make advertising history
are broadninded. generous xncn.
without desiring 10 compliment even
SO splendid representation, l do
want TO say that you men in the ad-
vertising field are partly responsible
for the fact that woman has won sue
cess here without first having to hreak
down the strong barriers of sex pre-
tudicc which She has encountered
In other professions
In spite of the great progress TINT
has been made" she continued. bank
advertising today is not 100 per cont
productive because 1t In not yet 100
per cent human. Yet today. more
than ever before there surely is the
strongest reason for injecting human
ness into every piece of copy chat we
write, The world liz being humanized
The peoples Of the world. drawn to-
gether by their common tragedies OF
war. are beginning to understand
each other better, True. this greater
understanding has not yet produced
harmony. We are still IN the transi-
ton period But however keen our
international commercial competition
however serious the problems which
Threaten our national itves. It never
theless IL true that VIC know more
about each other, and this better un
derstnnoln Will eventually bring
greater harmony and happiness to the
peoples OF the world
about tho human side OF a bank, sthe
greater viii he the harvest OF business
benefits to that bank. Successful mer
chandising today In built upon the
personality Of the establishment, Tho
moro human a store Is. tho marc sue
ceszfui II In, provided good Yncrchan
dixing principles are behind tho husi-
nnAn.
Since banking II merely financial
Ynercfa ndining, Ia there any renson
why bank shouldn't 10 just IA
human AZ dry goods stursf Why
shouldn't financial copy reflect the hu-
manness of the people behind the in
sti,utiery Isn't 1t time for Ms to
break away altogether from the moth
eaten traditions of se-earied bnnk
dignity and for that much abused
word, substitute, through our adyer-
tising, the stronger more meaningfui
one of 'hunanness'f
Don't be afraid to let people knew
that your bank is a living, hrsathing
personality, with symPathias AMI
activities that are adding vitality to
the welfare of your community Don't
be afraid To show tho humanRess OF
tbs men behind your institution. To
inspire tho ordinary person. Nith
conviction that Your bank has ser
Wee To effer which viii contribute to
his Personal well being, you must show
him that behind your marble pillars
stAads human organization, whose
business IL is To help him To "a more
suocessful. broader and a happier
l6a-c