The Richmond palladium and sun-telegram. [volume] (Richmond, Ind.) 1907-1939, 1919-06-04
The New Principle of Advertising

Don't think Of getting back to where you
were before the war. Get a really new world"
In these words, Lloyd George has summed up
the new ideal and goal of the after-the-war-per-
iod. Irevocably gone are the conditions of five
years ago. The great cataclysm smashed all the
pre-war ideals of our material and spiritual
world; in its broadest sense the whole world must
be reconstructed, not upon the old foundations
but upon new and more inspiring basis.
The United States is no exception. We also
have experienced transformation in mental,
spiritual and material views. A broader vision of
duty, new principle of service has entered our
national consciousness. With this new ideal as
bis theme, Frances H. Sisson, vice president of
the Guaranty Trust company of New York, de-
livered an inspiring address before the Advertis-
ing Council of the Chicago Association of Com
1nerce:
In that one word Service is epitomized all
that we learned and accomplished by the co-or-
dination, the cooperation, and the unification
necessitated by the crisis through which we have
Just passed." said Mr.. Sisson. "It will hence
forth be national shibboleth it will constitute
both the basis and the measure of relations
to other peoples and to each other.
"And advertising has played very import
ant part in creating for and revealing to US the
new conception of our national responsibilities
and duties Americas titanic efforts and achieve
ments during the war would not have been pos
sible without the aid of publicity, which helped
to make the impossible possible. Advertising
was never before so universally recognized as one
Of the most powerful creative and constructive
forces in the world.
But, like every other great basic element in
cur existence, it, too has undergone changes and
has caught the spirit of the dawning of new
peace It his been quickened into*a new life; it
has acquired new potentialities; never before has
it exerted such influence over the minds and
hearts of mankind. It has reached and stirred
our souls to the sublimest sacrifices
ct matters not that this power resulted from
the most intense emotional period in the world's
history and that it was due chiefly to patriotic
fervor, for advertising was largely instrumental
in creating the very emotion and patriotism from
which it gained its greatest strength of appeal
Each reacted upon the others; each developed the
others And for the first time, advertising
sounded the depths of human nature. It pene-
trated to the elemental in human nature.
THAT is the paramount lesson, as it was the
paramount achievement of advertising during
the war. That is the foundation upon which ad
vertising must work in building the business OF
the future That is the basic truth of which we
must not lose sight.
1--WE realize as never before that advertising
is limited only by the limitations of human ma
ture that its laws can no more be codified thar
can those of human nature; that every new dis
coyery about human nature furnishes new fac
tor in advertising; that all our Wanted accumu
alation of advertising knowledge IS only frag
hentary. incomplete, disjointed, and defies de