The potters herald. [volume] (East Liverpool, Ohio) 1899-1982, 1940-10-17
The Cherry Tree
Where We Hdtchet Out
The Truth
. ADVERTISING CAMPAIGN
Q AGENCIES UNITE
. MANY SLOGANS COMING
o WAR NOT MENTIONED

Never before has advertising cut
quite such a leading figure in a presi-
Dental campaign.
If you read a list of the great ad-
vertising firms, like Batten, Barton,
Durstine and Osborne, using their
talents in the Willkie campaign, you
get an idea that whole lot Of the
best promotion brains in the nation
are seeking to sell the candidate to
the electorate, just as they try to sell
automobiles and soap.
The great agencies united in this
campaign feed on clients that consti-
tute something like blue book list
of the great corporations.
Maybe it is tribute to the adver-
tising business. Maybe it is just an
other way of saying that skilled pro-
motion can put a candidate across.
And that is said without any re-
Election upon the sincerity Of Mr..
Willkie.
1t is probably somewhere near the
truth to say that the advertising and
promotion firms backing the Willkie
campaign with their professional SER
vices represent something like half of
the total volume of advertising placed
in the United States-and that runs
into astronomical figures in terms of
money.
1t is probably true that these
agencies are not offending their great
and powerful clients.
This is one Of the elements that
make this campaign such a one as
mankind never beheld at any time
Mr.. Wilkes journalistic discoverers
seem to have succeeded in making this
campaign campaign Of professional
talent on more pretentious basis
than we have ever observed.
No new model auto has ever been
launched with so much costly talent
writing the copy and planning it's
placing. 1t is something to behold!
All of this disconcerts the old line
politicians and many of them think the
trained promoter idea is all wet.
They like their own ways best. AS
have anything on the other.
But a professionally promoted cam
paign is bound to be sloganeering
campaign, dolled up with cheesecake
art and other pretty pictures.
Bruce Barton himself was launched
before his party convention in New
York to the tune of a pretty girl pa
n hiol, oh Ill -
picture pages. -----<,-,--
Sloganeering is the art of making
people believe something by forceful
and eternal repetition of short phrases,
such as chest bet yet" or Cat Honey
Bunnies for Health-they're kind to
your gizzard."
These be amazing days we're living
through, what with the war and all.
And the great advertising moguls
are pretty much staying away from
the war as an ISSUE Maybe it's just
too heavily loaded with dynamite.
1t is clear that only those closest
to the sources of best information
have anything like an idea about
what's going to happen-and the fel-
low who isn't right on the inside is
at dangerous disadvantage.
The general staff doesn't maintain
an information office for political
slogan writer's.
Maybe that's unfortunate, but any
way, that's how it is.
Of course one maybe ought not
overlook the fact that these great
agencies are high priced gents and
somebody somewhere is somehow 60
ing to be expected to pay the bill.
You can look the thing over and
figure it out in your own way. 1t
will be interesting exercise ANYWAY.