Evening star., 1924-07-16
.LAUDS ADVERTISING
ASA|D TO PUBLIC
F. H. Sisson Says Bankers
Have Made New Discovery
in Spreading Thrift.
By Gable to The star.


LONDON, July 16.-Francis H. Sis
son, vice president, Guaranty Trust
Company Of New York, at the an
nual convention Of the Associated
Advertising Clubs Of the World, in
session here said:
Emerson once observed that If a
man can write a better book, preach
4 better sermon or make a better
mousetrap than his neighbor, though
he built his house in the woods, the
world will make a beaten path to his
door That would unquestionably be
true II the author or the preacher
or the mousetrap maker could live
and wait long enough for the world
70 discover the virtue Of his product.
But both he and the world would
brought them together. And that is
somewhat analogous to the situation
which exists today regarding many
businesses and the purchasing public
throughout the civilized world.
There are thousands OF products
OF unQuestioned merit OF which the
general public knows little or moth
ing because the manufacturers of
such products are content to prac-
tice principles of more or less primi-
tive barter, apparently unconscious OF
the fact that. by educating the gen
eral public to an appreciation OF the
worth of their products, they would
not only profit themselves but would
perform a distinctly valuable eco
nomic service.
Advertising Improving.
Every year sees an Improvement
in the quality Of advertising, and
such Improvement takes place in any
80 fk1yif w interest
and competition are striving keeniy
and necessarily for higher excel
lence. The illustrations in automo-
bile advertisements are notably De
lightful to the eye. while they skill
fully emphasize the convenience of
the car. its luxury, or the facility
with which it carries It's owner to
attractive landscapes or to scenes or
pleasure. Similar charm is found in
the pictures given in the advertising
Of railways or steamship lines. Their
stimulus to travel is often irresist-
Bile and broadening experiences follow.
Living standards in thousands OF
households are undoubtedly oelhg
raised daily by the pictures OF appe-
tizing fruits, cereals or other 1000
products, and by illustrations OF
house furniture, rugs, musical In
struments. radio apparatus or clever
la bor- saving devices. illustrations OF
beautiful dwellings in real estate ad-
vertisements stimulate a better taste
in architecture. Tree protection is
fostered by the tree doctors attrac-
tive landscape. Pictures Of accidents
used by insurance companies teach
prudence and care in automoofling
or in fire prevention. In fact, the ed
ucation Of the public to h,~her stand
ards Of comfort, cleanlfn,~ and sani-
tation and to better ideals OF sociai
conduct, to broader conceptions OF
living through reading or travel
through the theater or other forms
of art, is constantly going on by rea-
son of the practically universal dis
tribution Of alluring and artistic ad-
verti. Ing.
Bankers Urge Thrift.
"In America the great public utili-
ties, such as the telephone companies,
dustrtes, all fnd it to their advantage
to advertise actively. Largely as a
result OF this advertising these com :
fort-promoting conveniences are
homes of the United States than by
those Of any other country. In what
ever direction we turn, we find that
advertising is daily stimulating every
form of useful activity, broadening
the use Of better means of living,
promoting the care of health. the
protection of life and the spread of
education.
Bankers in America have discov-
cred that they too, may serve, the
public effectively through instructive
pictures and text urging thrift, sug-
gesting the care of valuables. advis-
ing as to the protection of estates, the
interests of widows and children.
teaching sound ideas Of economics
and finance and warning against
speculative investment. 1t is GER
tain that the development of new
relation to the public through adver-
tisine Of this character has led in the
banking business to higher ideals and
to far broader conception of its oppor-
tunity for usual service to the COM
munity.
Thus today the great American
banks in their advertising are doing
much to combat economic fallacies
and to instruct the public in the field
of sound finance. and there can be no
doubt Of the usefulness and effective
ness of this propaganda for higher
economic and financial standards"