Evening star., 1925-05-11
BY the Associated pr...


while we are selling things of a
material kind" he declared, I'VE
must also sell the imperishable things
of the spirit. Thus only can the art
of advertising continue to be the hand
maiden of human progress, Leading
the weary feet of all nations forward
along convergent paths until by ana
by we shall reach the sunlit land OF
human understanding, complete CO.
operation, friendship and peace, which
will mean the dawning OF the king
dom Of God upon earth
Along with a. message from Ir9sI'
dent Coolidge, messages were uenV-
cred by persons from other countries.
Sir William Veno of Manchester
spoke for Great Britain, Arturo Elias,
special envoy of President Gales OF
Mexico who also sent a band OF more
than 40 pieces, delivered message
from his country; Samuel Tolon, ON
cial representative of the CUBAN gov
ernment, and Norman S. II. Cats OF
Sydney brought greetings. kuans rel
Lui of Mukden is the only Chinese
delegate. Peru and switzerland nave
representatives, and a message from
an official Of the Japanese govern,
ment hoped the convention wouio
further world peace,
Delegates Enjoy Outing.
DELEGATES today finished the after
noon session early for frolic al san
Jacinto battle-ground. where a shore
dinner was served and a progrsm m OF
sports and fireworks carried out.
Advertising, in becoming q most
vital force in economic life and an
integral part Of the foundations OF
civilization, has laid upon its practl-
TONERS new duties and new response
bilities, Secretary Hoover said.
Not only must they meet the com
mon standards Of honesty In acclaim
ing the merits OF commodities 1or
which they seek to arouse the desires
Of multitudes, he said, but must by
insistent effort seek to instili INTO
their conduct a code of ethics like
those which rule the professions OF
law, engineering and medicine.
Likewise, as they demonstrate the
overwhelming control over the mlhos
of people in general which the release
of ideas achieves, he declared, they
must recognize the dangerous increase
they are bringing about In the com
pleXity of society. and ne called upon
them to assist in the policing OF
the conduct of themselves ana .heH
clients, in the public interest. that the
Government might not be forced 10
extend it's intrusions unhealthfuHS
into the conduct of life and affairs.
Cites Coolidge Policy.
Following up a recent tentative pol,
ity of President Coolidge, he asked
them to help turn the public mind
off the Government as remedy for
all ills," and to maintain attack on
abuses of business from within, SO
that the forces of legal compulsion
might be less called upon to maintain
general rights.
There was a time when advertising
had about the same economic and
moral status as the barker outside the
circus tent" he said.
But it has found itself most
serious purpose. No matter how fine
an addition to human comfort or
pleasure a given article or service
may be, unless there is a diffusion
of knowledge and information with
respect to it, it will not itself become
quickly accepted and incorporated
into our standards of living. Our
standards of living are much higher
TODAY than they would have been
were it not for the part played by
advertising.
Produces Progress.
Modern advertising Is the ha nd
maiden of mass production. Moreover
your convincing announcements OF a
multitude of improvements on every
thing spreads restless pillow Tor
every competitor and drives him to
further and faster exertions TO keep
apace.
1.-The notion that advertising in its
broad sense is an economic waste has
been long since aba ndoned. But there
are some economic wastes, which can
be eliminated by the advertising man
|agers You have already gone long
way in this direction.
''It is not too much to say that
from all the many inventions and the
multitude of Ideas that are poured
forth daily in the preparation of ad-
vertising there is emerging science
and a profession. But the milestone
which will mark the passage from a
trade to a profession Is the establish
ment of group ethics. And just so
far as those ethical principles are
embodied in practice, just that far
will the public grow in confidence in
advertising and just that far have
you progressed into a profession.
Lifting Purposes Needed.
American business needs a lifting
purpose greater than the struggle
Of materialisn1. Nor can it lie in some
evanescent, emotional. dramatic cru
sade. 1t lies in the higher pitch of
economic life, in a finer regard for
| the rights of others, q stronger devo-
ton to obligations of citizenship that
will assure an improved leadership
| in every community and in the Ma
ton. 1t lies in the organization OF
the forces of our economic life so
hn
and may produce happier individual
life, more secure in employment and
comfort, wider in the possibilities of
enjoyment of nature, larger in its
opportunities of intellectual life. The
ferment of organization for more def
mite accomplishment of these things
| in the practical day-to-day progress
| of business is alive in our business
world.
"The Government can best con.
| tribute through stimulation of coop.
| Grafton with voluntary forces in our
national life; for we thus preserve the
foundation upon which We have pro-
gressed SO far-the initiative Of our
people"
Sees Aid to Farmer.
Advertising, as a great educ1tive
| agency, may be applied to agriculture
as II mas Oeen applied 10 OInef linpof'
| tant fields, r. w. Dunlap, Assistant
| Secretary of Agriculture, told the CON
| vention.
1.-THE advertising man. he said
should be interested both in develop
| ing farm production along such lines
and in such direction as will be bene
fetal to farming and industry gener
ally, and at the same time In main
tanning high standard Of living and
a high degree Of prosperity ON Ameri
! ca farms, In order that thsrsm pe