Perth Amboy evening news., 1923-07-12
The Work of Advertisers
They Build Industry, Civilization and Prosperity
Copyright lsss, by star Company

The convention of Associated Advertising Clubs of the World
at Atlantic City concentrates attention on the work done by adj
vertEing.
1t is first of all CONSTRUCTIVE work. It actually BUILDS
factories, stores, great organization, great fortunes, while sup
plying work and wages to millions.
A hundred words occur to your mind, and every one means
that advertising has created a name, and that the NAME repre-
sents a great business that time and competition itself cannot in
lure unless the owner of the name allows it.
Advertising BUILDS, and what 1t builds it builds pERMA-
NENTLY.
Take the two words, ATLANTIC CITY, and you know in
stantly that you have before you something that has been created
first by intrinsic MERIT and second by intelligent Advertise
INC. J
Any one of a half dozen automobile names means permanent
prosperity, gigantic production, thousands of men well paid, tense
or hundreds of thousands Of customers well satisfied and all that
is built on MERIT and ADVERTISING.
What is the art of advertising? It is the art of getting a
truthful idea from one brain into another-or into fifty million
other brains.
In advertising, first you must create a thing the people
WANT. That is the task of the manufacturer, the business man
who understands production and quality.
After that you must MAXI the people KNOW that you have
it. In addition to that you must, by description and convincing
argument, MAKE the people WANT it.
Making the people know that the thing is to be had and max.
ing 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. Kobler, of the
Hearst American Weekly.
The first great and effective color advertisement was the
brightly colored flowers, the blossoms advertising the honey to be
be obtained from them, thus attracting the bees and other insects
necessary to carry the pollen and produce more flowers. The next
great colored advertisement was the rainbow, announcing mo
more floods"
Learn from Nature and the colors of the flowers and the
plumage of the birds to make your advertising ATTRACTIVE.
In advertising or in conversation it is just as easy to present
your facts in a PLEASING way as in any other way.
This is the age of hurry. Men want to do all they can in the
few years they have. They want to finish in ONE lifetime. Ad-
vertising is the great TIME SAVER.
They say in England that a business built up slowly without
advertising, from father to son, for a hundred years or more, is a
very respectable, nice business. And it is. But you can see in the
United States the same kind Of business, a hundred times as big,
built up in ten years by American energy, PLUS EFFICIENT
ADVERTISING.
Business men should realize that advertising is a SPECIALITY
They should realize that the advertising agent is to a business
what the architect is to a building. The owners money and the
contractors technical knowledge build the building. But it is a
poor building if you don't have an architect mapping it out for
you in advance and supervising it as it goes on.
So with business and the advertising agent, the specialist who
is the architect Of business.
A poor advertiser uses a hundred lines to make the reader
think ONE line. The advertiser of real genius uses TEN lines and
makes the reader think ONE HUNDRED lines
What you write and put in the paper your employer pays for
What you make your reader THINK about your goods, after he
has read it, you give to your employer for nothing. That is the
thing for the advertising man to remember.
Advertising properly understood develops a good style. It
compels the man who engages in advertising to study and under.
stand the mind, the needs, the temperament, the shifting moods
of the public.
Atlantic City will welcome the Advertising Clubs, who are to
business many things, including the SHORT CUT TO SUCCESS,
and the possibility of doing in one lifetime that which, WITHOUT
ADVERTISING, would require a series Of generations.
IN. Y. Evening journal 2