Evening star., 1934-06-19


but also from the standpoint of ap-
pealing to what is ultimately fine and
best in humanity"
Hopes for Prosperity.
Declaring There is a tremendous
Job in the way of molding human de-
sires," Wallace said: 1T is easily
possible that the forces which are set
in motion at present can lead us with
rather extraordinary speed into a
prosperity the like of which we have
never seen"
The Secretary said one of the fac
tors retarding recovery is a lack of
certain desires.
1T seems to me-" ne said, that
the advertising people of America
should be the last to make fun of
the President and the administration
when speaking about living the abun-
dant life.
You people of all people should
be firmly for living a balanced,
abundant life. You can make fun of
1t in an offhand moment, and say it
is something ideal and can't be done.
That is a trite phrase If YOU knock
that prop out from under the adver-
Using busineSs-that humanity is to
lead more abundant life-you might
as well fold up shop and quit, because
that is your whole message
Urges Work Together.
i don't see any reason why an ad-
mlnistration that holds, as this ad-
mlnistration does, for the human
rights above everything, shouldn't
walk absolutely hand in hand with
you people.
We should be together. There are
certain other parts of the country
where We might have certain quar-
reis. don't see why We should
quarrel"
Wallace said he wanted advertising
men to think about whether some
thing can be done to strengthen the
human desire to live with abundance
or whether we would prefer to live
competitively and niggardly."
1t seems as though terrible thing
mas suddenly come upon us. 1t seems
almost as though desire had failed
That suggests that advertising men
nave failed. You deal with these
suotleties. You creep up on human
nature unaware"
wallace said statisticians of his de-
partment set forth that an increase
In the average wage earner's income
OF from 81 400 prevailing today to
$1,000 would mean a total of nearly
thirteen million more people en-
ployed.
Wallace said there was ample plant
capacity in America to care for such
an increase.
Calls Efforts a Stop-Gap.
In discussing some of the activities
OF this administration, Wallace said:
Wnat we are doing is stop-gapping
We don't know where the further
shore is. The American people have
to help us determine where that shore
Is. Inere is a tremendous selling lob
10 create a fundamental and abiding
oeslre IN the hearts of the American
people TO go through with this thing
and make it make sense.
For 10 years we refused to make
1t make sense"
Edgar Kodak, president of the
a. +. A., said much of the criticism
of the advertising business "is really
directed against our social system and
advertising gets the brunt of it be-
cause 1t happens to be one of the
most obvious symbols of modern
American business
Kodak, vice president of the Ma
tlonal BroadcaSting Co., said "All fair
minded advertising men and women
agree that there is much in adver-
using that can stand criticism =
However, the professional critics
DO not confine their criticisms
to actual faults in advertising. Thev
attack the whole thing with violence
and cry out for the total abolition of
advertising in all its FORMS
We cannot close our eyes to the
TACT there Is some advertising which is
so off color. We must be the first tn
condemn it. My own estimate is that
not more than per cent of all types
OF present-day advertising seems to be
objectionable in any way and merits
the criticism which is now being di-
rected tndiScriminately at all advertis-
ing. 1t is up to us to do some
thing about it, not to please the critics.
but to protect the usefulness of ad-
vertising"
President Sends Greeting.
The usefulness" mentioned by
Kodak, found its echo in a letter of
greeting from President Roosevelt.
The President wrote:
There are few groups which can
accept and fulfill the esponsibility of
properly educating the public as well
as the advertising fraternity. You
have rendered conspicuous service thus
far in presenting sound interpretations
of the purposes and detectives of the
recovery program"
The President recalled that in an
address to the federation three years
ago he cited the Importance of ad-
vertising in publicising the functions
OF the Government, adding:
The drastic economic and social
emergency required an unprecedented
degree of governmental action and
participation in functions not nor
mally vested in the Government"
Finds Business Better.
The several hundred advertising
executives were told by Kodak that
business conditions are much better
C"T "