New-York tribune., 1920-06-10
'Ad' Men Told
To Make America
Safe for Shopper
II. H. Lee Asks Gathering
at Indianapolis to Keep
Faith With Foreigners:
Woman Gives Viewpoint

INDIANAPOLIS, June AT the
fourth general session of the Associ-
atcd Advertising Clubs Of the World
to day addresses were delivered by ex-
perts from all parts of the country
The rest Of the program included an
departmental session at the con-
vention hall at which the best address
delivered at each of the twenty de
partmental meetings was repeated be-
fore the entire convention.
Speakers from New York included
James O'Shaughnessy, executive secre-
tary OF the American Association of
Advertising Agencies; Roy Soule, vice
president of the A. c. Penn Company;
G. G. Blackman, president of the Ad-
vertising Agencies Corporation; Dr.. A.
L. Gates, Columbia University; Mrs.
Christine Frederick, founder of the
Applccroft Experimental Station at
Greenlawn; DR.. Christian f. Reisner
and Robert H. Lee, special counsel OF
the Associated Advertising Clubs of
the World
New developments in advertising
was the general theme of the speakers.
The New York City delegation num-
George w. Hopkins and Sydney Clark,
secretary of the delegation. Many of
the New Workers brought their golf
sticks with them, and they are fre
quent visitors to Indianapolis links.
Deals With Foreign Trade
Owe should strive to make America
shop" declared Mr. Lee, in discussing
"What Shall America Do to Hold Her
World Trader"
eve should meet foreign conditions
as far as possible. We should impose
no unnecessary change in their present
method of conducting their business
Above all, we should strive to be truth
full in our description of the product
so that there may be no disappont-
ment upon it's arrival"
Dealing with advertising from Il
woman's point of view Mrs. Frederick
suggested campaign to advertise ad-
vertising to the consumers, and She
quoted statistics to show that most of
these consumers are women, adding:
Even "a per cent of the distinguished
advertising fraternity | see before me
is wearing clothes chosen and bought
for them by women"
Mrs. Frederick, who is the first wom-
an to address general session OF the
present convention, suggested the prep
aratlon OF an unacademlc booklet III
forming the consumer on the economic
advantages of the advertised product,
with charts showing that advertising
reduces living costs, and lecturers to
create good will for advertising on the
part of the public.
What Woman Demands
"There is need of a woman's view
point in the actual handling Of adver-
tlsing copy Of many products used in
the home continued Mrs Frederick
THE plain woman consumer wants real
facts and common sense, and you must
not antagonize her psychology. Do not
show me pictures Of women painting
pantry shelves attired in evening gown
or using a washing machine in recep-
tion dress You have the wrong
feminine psychology when you show a
picture of the goods being used by a
prettier woman than | am Like the
cats we are, we say to ourselves that If
this impossible French doll were to
tuck up her clothing and actually use
the device upon which she is leering
she would lose her frozen smile You
advertisers have gone mad on the
pretty girl model, the artificial, mani
cured mannikin. | make a plea for the
genuine homely human model, who
looks moro like the woman who really
buys your goods"