The Washington times., 1923-06-05
The Work of Advertisers
THEW RniId Industry Civilization and Prosperity.

The convention of Associated Advertising Clubs Of the
World At Atlantic City concentrates attention the work done
by advertising
Il is first of ALL CONSTRUCTIVE work It actually
BUILDS factories great organizations great fortunes
while supplying work and wages to millions
hundred words to mind and every one means
that advertising has name, and that the NAME
represents great business that time and competition itself
cannot inure unless the owner of the name allows IT,
Advertising BUILDS, and what it builds builds PERMA
NENTLY.
Take the two words ATLANTIC CITY and you know
instantly that you you something that has been
created first by intrinsic MERIT and second by intelligent
ADVERTISING.
Any one of a half dozen automobile perma
nent prosperity gigantic production thousands OF men well
pa tens or hundreds thousands Of customers well satisfied
and all that is built MERIT and ADVERTISING
What is the art advertising? It the art of getting
truthful idea from brain into anotherOr into fy on
other brains.
In advertising first you create thing the people
WANT That is the task Of the manufacturer the business
man who understands production and quality,
After that you MAKE the people KNOW that you
have it, addition you must by description and
vincing argument, MAKE the people WANT it.
Making the people that thing is to be had and
making the people WANT that thing such is the task of the
advertiser.
Nature was the first great advertiser And she did her best
advertising in color which would interest Mr. Kobe OF the
Hearst American Weekly.
The first great and effective color advertisement the
brightly coored flowers the blossoms advertising the honey to
Them thus attracting the bees and other in
necessary carry the pollen and produce flowers
The great coored advertisement the rainbow,
nouncing mo floods
Learn from colors of the flowers and the
pumage Of the birds to make your advertising ATTRACTIVE
In advertising conversation it just easy to present
your facts in PLEASING way in any other way.
This is the age of hurry Men all they in
the few years they have They want to finish in ONE life
Is oreat
They say England that business built slowly with
advertising from father to for hundred years
respectable nice business And it is But you
in the United States the kind Of business hun
dred times big built ten years by American energy
PLUS EFFICIENT ADVERTISING
Business men should realize that advertising sPE
CIALTY.
They should realize the advertising agent to
business what the architect is building The owners
money and the contractors technical knowledge build the
building But poor building you don't have archi
tct mapping out for in advance and supervising it as
1t goes
So with business the advertising agent the specialist
who is the architect of business.
For the young advertising is promising
Advertising in its infancy There plenty of chances
ahead.
Advertising intelgeny understood trains the mind in
hundred different directions To be thorough advertiser
you understand CLEAR, SIMPLE and CONVINCING
writing
poor advertiser lines 10 make rea0er
think ONE line The advertiser of real genius TEN lines
and makes the reader think ONE HUNDRED lines.
What you write and put in the your employer pays
for What you make your reader THINK about your goods
after he has read it, give to employer for nothing
That the thing for the advertising to remember
Advertising properly understood develops good style
compe the who engages in advertising study and
understand mind the needs temperament shifting
moods of the public.
Atlantic City will welcome the Advertising Clubs who
to business many things including THE SHORT CUT TO
SUCCESS, and the possibility of doing in lifetime that
which, WITHOUT ADVERTISING would require series of
generations.