Detroit evening times. (Detroit, Mich) 1921-1958, 1942-05-14
A Bridge to the Future

n
~ of Commerce has discussed with great vision the
subject of wartime advertising OF consumer goods made
scarce or entirely inconsistent by the
The discussion takes account of the possibility that
merchandising may eventually take unfamiliar
character in the United States with brand names
eliminated and victory label substituted for all canned
and packed goods regardless Of plant origin.
If this occurs the universal buying habits of the
American people which have made consume goods dis
ngushabe according the preference of the buyer will
be changed.
And further result if continued advertising does
not prevent will be the loss of Identity by both goods and
makers severe the public because the identity
of goods long been the ruling of the purchase
and use of goods and disastrous loss producers who
have tremendous investments in the and prestige
of goods.
THE department of states the question thus:
i What will happen to brand names of merchandise
for which producers have spent millions of dollars in
advertising TO make consumers brand conscious?
Labels and distinctive brand names may, of
sy become eliminated temporarily from packages and
products.
Brand names can and SHOULD be kept alive in the
minds of those whom the manufacturer must look for
business in the postwar period.
IF the stability of advertised merchandise is to be
maintained people be told continually of the high
quality of the merchandise bearing specified brand names
Il.
IT is wholesome attitude toward vital American
problem which the department of thus takes
1t is not the attitude of all authorities in government
as many people are acutey aware.
Active and influential elements within the govern
ment quite content to have American private and
competitive enterprise suffer loss of identity and desire
to erect permanent national economy that basis
To these elements the encouragement and if possible
the PREVENTION of institutional advertising becomes
indicated and opportunity in consequence of the
Most encouraging and refreshing therefore, is the
present action of extremely important federal agency
urging which will PRESERVE rather than
destroy private enterprise.
THE whole question as far as the American people
concerned, is what kind of economy they wish to
have after the war?
Scarcity and even unavaiabity of consumer goods
Is an unavoidable and necessary condition of war.
But it should be temporary condition, prevailing
only as long the lasts
The reasonable and proper expectation of the people
is that the return of peace will bring about restoration
of normal and desired way of life. This could not
possibly be realized if the fundamental institutions Of
that way of life had been destroyed in the meantime.
THE burden rests on American enterprise itself to pre-
itself as Mr. Alfred w. Games president of the
California Packing Corporation wrote in the April issue
of Western Advertising"
Can business free enterprise husband its remain
ing strength during these years and be prepared
to regenerate itself part of the American way of e
when peace shall Gomez" he asks
1T do so, but only if il builds BRIDGE TO THE
FUTURE, across which it carry its honest values.
Advertising may well be the foundation for that bridge"
THE American people gaining completely
conception of the functions Of advertising.
If selling and persuasion its only functions, the
scarcity and unavalaby Of goods would end
its usefulness
But with its present opportunities to inform and
instruct the people, and to preserve and perpeuate
important and vital American institutions advertising
becomes essential American institution in its right
HAVE YOU BOUGHT YOURS?