"TRUTH AND EFFICIENCY."

Press, Volume LVII, Issue 17247, 10 September 1921, Page 10

"TRUTH AND EFFICIENCY."

CONVENTION OF ADVERTISING MEN. The general president (Mr C. H. : Jones) oi the, Advertising Association of Australia and New Zealand, in welcoming his Exeelleucy the Governor (the Earl of Stradbroke), who opened the third annual convention in Melbourne on August 29t"ti, said over £*2O,OOD,OOD wiw spent annually in Australia upon advertising. The Acting Prime Minister (Sir Joseph Cook) was prevented by a Cabinet meeting from addressing the I conference. As. Lord Stradbroke entered (he hall he was greeted with loud | applause, members rising and singing the National Anthem. The general president (Mr C. H. Jones), in welcoming his luxcellency, said that over £50,000,C00 . was spent annually in Australia upon advertising. This vast sum of money constituted tsi©> greatest single force in our business community. The extent to which ad-1 vertising lifld entered into the national j life of the people would be understood i easily upon a little examination. Al-j most everything the public did—tho, amueements they took, tho food they j ate, tCie clothes thev wore—was sug-; gested to them, and ultimately adopted, ! through the advertisements which wore read in connexion with them. To sucii an extent had advertising enteied tho life of the community that it had passed bevond the description of a business, it had become a public utility, just as much as trams, trains, or any other great service. When it was considered that the expenditure of such a vast sum of money was practically guarded and directed by members of the Advertising Association of Australia nnd New Zealand, the position of tho Association could be understood. The greatest possible credit should be given to the pioneers of the Association movement. They had seen that the profession carried them beyond that of mere business men, and they _ realised that their charge was a public trust. 1

Eigflit years, ago they had formed tlirm- - selves into various associations or clubs for the purpose of placing the conduct of the advertising community upon a higher plane. They succeeded more or less—mostly less —until the Brisbane institution called together all the advertising bodies of Australia for the pur- . pose of declaring the principles which governed tllie Association to-day. Thata was followed by a conference in Sydney, at which the principle of "truth in advertising" was placed as a foremost plank in the platform of advertising men. At that convention certain mar. chinery was set in motion for the direction or the movement along those lines. Followinjg upon the declaration of this principle, the present convention would deal wim its extension in connexion with, efficiency in advertising. They held that advertising, to be really truthful, must be really efficient. They had a comprehensive education scheme before them for discussion, which would, it was hpped, place tlhe oody of advertising men upon ati equal footing with doctors, barristers, or members of any other well-known profession. /That was their aim, and they hoped to achieve it. They _ also hoped to deal with the suppression of advertisements of a doubtful .'character—of cleaning up advertising which, was inimical to the best public interests, ,'!«ind of preaching to all the principle 'th at truthful advertising was the best advertising. (Applause.) They felt so'secure in their methods that they, would commit theiV cause to the judg- • ment of the public witJh, the utmost confidence. (Applause.) '

Speech by the Governor. Lord Stradbroke then declared the convention open amid prolonged applause. He said that he was very glad to take part in such a convention, because he felt that it would accomplish fine work for Australia and New Zealand. (Hear, hear.) He thought that they could say, that advertisement was

really knowledge put before the public in an attractive form. He saw bv tho agenda that a great feature would be made of the educational side of preparing advertisements. Those who took part in issuing advertisements shoula be well trained. Ho noticed also that their motto was "Truth Well Told." That was a high nnd worthy ideal. Truth was of the greatest importance, not- only to the producers, but also the consumers. Advertise- . menta also had their humorous and ' artistic side. They all remembered the well-known and beautiful picture ' Bubbles," by Millais, which incidont- > ally recommended to thc» public that ; the manufacturer was able to provide i them with tho host soup on the market. > (Laughter.) Ho was sure that in their t travels* many he.d ojjten let their thoughts soar to ethereal and even ' sentimental heights—-(laughter)—only to have them brought rudely to earth 1 at sight of some crude picture drawn on a mountain-side or visible in a beautiful valley. It might bo beyond the | power of the convention to prevent i such disfigurements, but those present I could ir.se their influence to urge that j advertising of this class was not carj riod out. I A great deal of danger was also done by erroueous descriptions. Too little I was known in England about Australia. and Australians_ were often ignorant. I of the truo condition of things abroad. A great many on the other side I of the world imagined that Australia was a land of scentless flowers ant! songless birds, where tlie tropical heat I was so great that it was difficult for I white men to live. (Laughter.) Simi- ! lany. Australian* were apt to regard England as a country of fogs and rain, btifc he felt sure that when the Australian Eleven returned to theso shores they would not agree with such a story, because ever since they landed in England the sun had shone on them incessantly. (Laughter and applause.) They wanted to see the re-establish-ment of trade. After the Great AVar—and, indeed, after every war—there had been an upheaval, resulting in the dislocation of trade between different countries. They wanted particularly to re-establish trade between Australia and the rest of the Empire. (Applause.) He felt sure that clever advertisements would be responsible for a great deal in this direction. That was the reason why ho was so glad .to be able to declare the convention open. He wanted to seo, within his sojourn in Australia, a great revival in the trade between Australia. New Zealand, and

England. Much could be done by advertisements in acquainting foreign countries with what we could produce, the quality of our productions, and the facility with which we could exchange them. Clever advertisement would place the truth before the public, and excellent trade would be sure to folHe congratulated the convention upon its high ideals, and felt sure that the association would attain the objects at which it aimed. (Applause.) Mr C. 3>; Pnterson (president of tlie New South \V'ale« branch) expressed ; the pleasure of visiting delegates that Lord Stradbroke had been ao'.o to attend. He moved that members put on record their unwavering lovalty to King and Empire, and that £l3 Excellency convey the resolution to his Majesty. The " resolution was passed amid loud applause.