Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-11-11
PRESIDENT LAUDS
WORK OF ADJ MEN
Hoover Stays After Speech
to Hear Election Returns
Interpreted.

President Hoover last night told the
Association of National Advertisers in
convention here that their copy can
beguile business from its lethargy. Gre
ate demand and stimulate production
and distribution and then, contrary to
his usual custom, sat among the adj
Vertisers while David Lawrence, pub
Usher Of the United States Daily, inter-
preted last Tuesdays election as an
expression from the people Of the
United States in favor of legislative
cooperation between both parties in
the next Congress.
The President and Mr.. Lawrence
spoke from the banquet board of the
advertisers in the ball room of the
Wardman Park Hotel, climsxing the
f1rst days sessions of the twenty-flrst
annual convention Of representatives
Of firms paying one-fifth of the Nations
advertising bill annually. Both ad-
dresses were broadcast over NattSIs-
wide network of the National Broad
casting Co.
The President was introduced by
Bernard Lichtenberg, president of the
association and POSTMASTER at last
nights meeting.
HOover's Address.
The Presidents address follows:
1T gives me great pleasure to ex-
tend greeting to you upon your assembly
in Washington. Advertising is one Of
the vital organs of our entire economic
| and social system. It certainly Is the
vocal organ by which industry sings its
songs Of beguilement. The purpose Of
advertising is to create desire, and from
the torments of desire there at once
emerges additional demand and from
demand you pull upon increasing pro-
ouction and distribution. BY the Stimu-
| lants of advertising which you ad-
minister you have stirred the lethargy
of the old law of supply and demand
until you have transformed cottage
industries into mass production. From
enlarged diffusion of articles and SER
vices you cheaper costs and thereby
you are a part of the dynamic force
which creates high standards of living
you also contribute to hurry up the
general use Of every discovery in science
and every invention in industry. It
probably required a thousand years to
spread the knowledge and application
OF that great human invention, the
wheeled cart, and it has taken you only
20 years to make the automobile the
universal tool of man. Moreover, your
constant exploitation of every improve
ment in every article and service
spreads restless pillow for every COM
petitor and drives the producer to
feverish exertions in new invention,
new service, and still more improve
ment. Incidentally, you make possible
the vast distribution of information, Of
good cheer and tribulation which comes
with the morning paper, the periodical,
and the radio And your contributions
to them aids to sustain a great army
of authors and artists who could not
otherwise join in the standards of living
you create.
"Your latest contribution to con-
structive joy is to make possible the
| hourly spread of music, entertainment,
and political assertion to the radio sets
in 100000 homes.
Looked Upon as Intrusion.
"At one time advertising was per-
haps looked upon as an intrusion, a
clannor to the credulous. But your
subtlety and beguiling methods have
long since overcome this resentment.
From all Of which the public has
ceased to deny the usefulness of adj
vertising and has come to include you
in the things we bear in life.
But in more serious turn, the very
importance of the position which adj
vertising has risen to occupy in the
economic system is in direct proportion
to the ability of the people to depend
upon the probity of the statements you
present. The advertising executive and
the medium through which he adj
vertises must see to it that the desire
you create is satisfied by the article
recommended. The good viii of the
public toward the producer the goods,
or the service is the essential of sound
Advertising no business succeeds