Great Falls tribune. [volume] (Great Falls, Mont.) 1921-current, 1922-10-22

s~tatement) that they are able not only
to lower the price but also to give y
larger package. and or top OF tnat:
better box. That is how advertising
increases the purchasing power OF the
average consumers dollar.
Some Advertising Creates New
Waste.
Additional public benefits come from
two other sources:
First. the retail merchant who han
dies this manufacturers output is VIII
ing to sell it at a smaller margin tnan
he would require of an unadverlseu
article. He is willing to "sacriflee
part of his gross profit in this way,
because he needs to expend less Ell
fort in selling the kind for which a oe-
mand has been created through aoVer-
Using.
Second, advertising benefits the pub
lie because the manufacturer VINO az
yertises has to be more careful. He
has to be surer that his goods are up
to a high standard. He knows thar
| advertised products are subject 10
much more severe scrutiny from the
ultimate purchaser thar are those LOT
which no claims are publlsh he'd.
Decreased selling expense enables a
manufacturer to lower his price, cost
Of labor and materials permitting; ana,
as a rule. he wants to lower his price
so as to lift the volume of business TO
the highest possible point and thus Sc
! cure the maximum net revenue from
| the sale of his output.
Some advertising does create new
wants; and new wants make possloie
new elements of civilization: nave
! you ever realized that the laborer OF
today enjoys more luxurious than d
| mightiest king of the middle ages Len
cents takes you to the moves. lou
| drink in with your own eyes the beau
ties of the Alps-a gay scene in
| Hawaii laughing comedy OF the
world'g funniest clown-all in a short
evening. Any ancient king would have
! offered part of his empire to SIT for
one evening in that seat of yours. n
the five-cent weekly magazine which
ycu read-so much as a matter OF
| course-Julius Caesar would nave Of
fered a part of Gaul for as u in
| structi0n and entertainment as you
can absorb, sitting in your faVorite
arm chair, on a Friday evening.
Advertising Develops Culture
Without advertising, that magazine
would probably cost you its weight IN
gold. Fifty thousand dollars could not
buy the mere manuscripts and art work
in a single issue. Without advertising,
moving pictures could not have taken
their present place in human life. Ad-
vertising insured TO moving picture en-
terprises a quick volume Of business
great enough to distribute the giant
first costs over the masses of popula-
ton, thereby making the movies finan-
aia1ly availahla m the millions.
Entertainment and culture have come
to the ears of all on the wings OF
music. How much would a Victrola
! cost today if advertising had not made
possible the present huge production,
running into hundreds of thousands of
| talking machines a year? Instead of
| almost every family having Caruso,
! Mary Garden, Kreisler, Paderewski,
and all the worlds famous artists in
| their W homes, only the millionaire
could afford a talking machine if ad-
vertising had not created a well-nigh
| universal market for mechanical music.
Morals bear a direct relation to mind,
| and mind is the mirror of health. Sup
| nose that none of us cleaned our teeth
for three years-what would be the
| state of our health. Suppose that no
| one bathed for three years-would not
| our bodies and minds degenerate? And
if health failed, and cleanliness ceased,
to what level would our morals de-
cline?
The advertising Of dentrifice and
tooth brushes has taught our nation
the value and pleasure Of tooth by
| giene. The advertising Of soap and
| plumbing has made us take more kindly
TO bathing. When 20,000,0O0 men shave
themselves each morning, is 1t exag-
| geration TO say that in this respect