Evening star., 1919-09-21
TRADEF0LL0WS The" ADJ

|EXPOkTTkADEF)
Advertising is the standard under
which the American manufacturer
and exporter must
Color Sergeant make conquest OF
foreign markets.
u oaf 1Faoe. not by force. but
by appeal, by persuasion that he can
deliver a more satisfactory article In
better shape at a relatively cheaper
| cost. The "ad" writer is the color
sergeant of the American overseas
| trade expeditionary forces. He has a
| sacred trust. The developing OF trade
for the United States in all the mar
kets of the. world opens up most
extensive, inspiring and profitable
field for superior endeavor for the
| advertising profession. with honors
and wealth for the advertising artist
with vision who will At himself by
specialized study and initiative gen.
ius to. blaze a trail for new lines of
goods. - . -. -
The United States government agen-
cies concerned in the stable promo
deavoring to impress upon American
business the need for intensive study
OF particular markets and adaptation
OF American advertising methods to
meet the peculiar conditions and re-
quirements of these markets.. Re
ports from the American trade scouts
throughout the world from theHcon-
sular service. of the State Depart
ment. from the trade commissioners
OF the Department of Commefce and
ping Board all emphasize the oppor-
tunity there is for American mer-
chandise to make good II these
foreign people are led through ways
that they Should have these goods.
That is the essence of foreign ad-
vertising-it must be made psyche
logical for the people Of each particuz
tan, ar trade "a area The shPpdng go n Sa e
American domestic field would not do
at all.
The give an example of the recog-
nized need for specialized advertis-
ing here is a, Quota
Specialized tion from typical
A,.:.. questions practically
advertising. answered as prepared
by Ernst B. Filsinger, author of, Eek
porting to Latin America" in pro-
ceedings of the fourth National For
eign Trade Convention:
veloping foreign trade, and how can
it be used to best advantage?
A-(a) Advertising is highly effec-
tive in developing export business;
ns aaaSpea shat o the pon ind
Obj 1t can be employed either for
obtaining specific injuries or Ior
sseentiy seeattii Relpfa1 in 'ae bnstie way to
inspire agents. statesmen ana mer-
Ic1 Advertisements in foreign trade
produce SPECIFIC Inquiries to be fol-
(d) Newspaper advertising in Latin
America will help to increase sales
American goods; in planning news
paper campaigns agencies which spe-
cialize in foreign advertising IN
given country should be consulted.
In answer to another question MI
Filsinger advises:
Take the same interest In q for
eign field that you propose to work
as you would in
Adv;o> IN highly desirable do
.,.. mestic market; pre-
Advertisers. pare to cultivats 1t
lust as intensively and to look after
it as you would American territory.
adapt your advertising matter
etc to the requirements Of the for
eign market; you will find that 1t Is
as highly, il not more thoroughly ap-
preciated than at home.
There are romance ana aoVenture
in an overseas advertising campaign
for the .ad" writer no less than for
the concern pushing forward It's
goods: there comes frst-hand learn
ing OF the peculiarities Of the peoples,
their customs, their pre1udices' tnelr
that can be gained in no other way.
But just as the hardy pioneers who
pressed forward in the development
Of the great west on this continent
had to be on their guard against ana
adapt themselves to conditions which
wild beasts, jungles and desert-so the
advertising prospector must be pre-.
pared to meet in an effective way
these conditions that are new to his
profession.
some Of these foreign pitfalls ares
Racial characteristics. peculiar laws
or customs, intricacies of language,
national prejudices. and, most impor.
tant OF ALL d sympathetic frame OF
mind and harmony Of thought.
~
An apropos illustration Of how IN
American advertisement had to be
changed in wooing the
Pershing idiosyncrasies of the CHI
49,, nese trade is given by F.
1AAs' 8. Tisdale- in an article on
'eThe Chinese Comprador" in the Ma
tion's Business, the official organ of
the Chamber of Commerce OF the
United States. He points out that
one of the outstanding successes In
China is q brand of pills manufac-
tured in America. They are sold in
China by the ton. In the United
States the little pellets won their sue
cess by appealing to people who we're
run down, yellow and anaernic. It
was obvious when the company de-
cided to enter the eastern field that
some other point would have to- be
made. Because" as the manager re-
marked. every Chinese looks yellow,
run down and anaemic."
It was the concerns good fortune to
get shrewd old comprador. He knew
his people. Ignoring. the fact that
the pills were cure for yellow COM
plexions, he emphasized that they
were compounded by the wise for
eign doctors. He made capital. out
of the growing distrust of the So
and the consequent demand for for-
n{Ou retnodjna IT. waa not ooaa3hle