Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1926-10-28
PRESIDENT CITES
(Continued from Page One)

miss it lightly as a matter that does
not concern us. Occasionally our at
tention is directed to our political in
stitutions, which have been secured
for us through the disinterested ex-
ertion of generation s of patriotism,
and, going along oblivious to the fact
that they are the sole guarantees of
away with the comforting thought
that we can let some party commit
tee attend to getting out the vote and
that probably the Government will
run itself all right anyway. Then per-
haps we are attracted by the build
ings erected for education, or the
temples dedicated to religious wor-
ship, and without stopping to realize
that these are the main source of the
culture of society and the moral and
spiritual life of the people we pass
them by as the concern very largely
of schoolmasters and clergymen. We
have become so accustomed to the
character of our whole, vast, and in
tricate system of existence that we
do not ordinarily realize its enormous
Importance.
1t seems to me probable that of all
our economic life the element on
which we are inclined to place too
low an estimate is advertising. When
we come in contact with our great
manufacturing plants, our extensive
systems of transportation, our enor-
nous breadth of agriculture, or the
imposing structures of commerce and
finance, we are forced to gain a GER
tain impression by their very magni-
tude. even though We do not stop to
consider all their implications. BY
the very size and nature of their ma
terial form they make an appeal
to the senses, even though their
import does not reach the I'M
Outstanding. But as we turn through
the Spages of the press and the period
icals, as we catch the flash of bill
boards along the railroads and the
highways, all of which have become
enormous vehicles of the advertising
art, l doubt If we realize at all the
impressive part that these displays
are coming more and more to play
in modern life: Even the most
casual observation. however, reveals
to US that advertising has become
a great business. 1t requires for its
maintenance Investments of great
amounts Of capital, the occupation of
large areas Of floor space, the en-
ployment of an enormous number of
people. heavy shipments through the
United States mails, wide service
by telephone and telegraph, broad
use of the printing and paper trades,
and the utmost skill in direction and
management. In its turnover 1t runs
into hundreds of millions Of dollars
each year.
When we stop to consider the part
which advertising plays in the
modern life of production and trade
we see that basically 1t Is that of
education. 1t informs it's readers of
the existence and nature of COM
modities by explaining the advan-
tages to be derived from their use
and creates for them a wider demand.
1t makes new thoughts, new desires,
and new actions. By changing the
attitude of mind ii changes the
material condition of the people. $50.
The prominence of America in
industry, which has constantly
brought about a reduction of costs,
has come very largely through mass
production. Mass production is only
possible where Il ere is mass demand.
Mass demand has been created
almost entirely through development
of advertising.
In former days goods were ex-
pected to sell themselves. Often
times they were carried about from
door to- door. Otherwise they were
displayed on the shelves and counters
of the merchant The public were
supposed to know of these sources
of supply and depend on themselves
for their knowledge of what was to
be sod. Modern business could
neither have been created nor can 1t
be maintained on any such system.
1t constantly requires publicity. 1t
Is not enough that goods are made,
demand for them must also be
made. 1t is on this foundation of
enlarging production through the
demands created by advertising that
American industrial system rests. |
go
It Is to be seen that advertising
is not an economic waste. 1t min
listers to the true development of |
trade. 1t is no doubt possible to |
waste money through wrong methods |
of advertising, as it can be wasted |
through wrong methods in any de- |
partment of industry. But righfully |
applied, it is the method by which |
the desire is created for better things. |
w ilSll tilott oHtc CAlSto, new
is developed for the creation and use |
of wealth. The uncivilized make |
little progress because they have few |
desires. The inhabitants of our |
country are stimulated to new wants |
in all directions. In order to satisfy |
their constantly increasing desires |
they necessarily expand their pro-
ductive power. They create more !
wealth because it is only by that
method that they can satisfy their |
wants. 1t is this constantly enlarg |
ing circle that represents the increas-
ing progress of civilization. 49,.
to be determined by the material |
resources. but by the spiritual life |
of the people. So long as our
economic activities can be main
tanned on the standard of competi-
ton in service, we are safe. II they |
ever degenerate into a mere selfish |
scramble for rewards, we are lost. |
Our economic wellbeing depends on
our integrity, our honor, our |
conscience. 1t is through these
qualities that .'our profession makes
its especial appeal. Advertising
ministers to the spiritual side of
trade. 1t is great power that has
been intrusted to your keeping which
charges you with the high RESPONSE
bility of inspiring and ennobling the
commercial world. 1t is all part Of
the greater work Of the regeneration
and redemption of mankind.