Page 8 Advertisements Column 4

Dominion, Volume 10, Issue 2939, 27 November 1916, Page 8

11-, . .. -=gfli • ,II ■ 1 TRUTH IN f j ADVERTISING, i A Timely Wos?d of Warning. 1 77 T has been well said that no business If] of any size can exist without Pub- |j|| lioity as a means of getting into touch I with people's minds, and needs, and [I I purses. * 111 l Advertising, however, like every other I great force, may be misused by the un- I I scrupulous—and, unfortunately, the ex- „ |111 ploitation of Publicity to the hurt of the I I Buying-Public is not unknown in New lII] Zealand. Illj That this evil should be eliminated is |||| the desire of every reputable linn. But I 111 the remedy to a large extent lies with I ) themselves. / ,j j 1 •Let tliem submit every advertisement " 111 to the Acid-test of Common Sense. , 111 Gold, for example, cannot be sold for lIIJ less than it costs. ' ]| II A so-called ".CIO Diamond Ring" can- , IjJI not be priced 'at -i'-") unless actually Jill worth under Jio, because no merchant II I can continue in business without making 111 a fair profit. Common Sense, then, is 111 the Buyer's Protector. I 111 It will lead him to ignore all announce- 111 ments containing equivocal statements- I I and palpable falsehoods. <S 1111 It will direct him to deal only with a I I ' house of established repute. ||j| In the Jewellery business, the firm of I | Stewart Dawson and Co., Ltd., is noted ||| for fair-dealing. |j Its Publicity always eschews exaggera- ]||| tions and untruths. | |J ' Its statements are never actually or || [ inferentially misleading. I I If it says an article is an "Attractive 111 Value" the reader may. be sure this- is I (j a very conservative way of putting it. |||| The Value is always there—in the goods. . Ill) . During the next few weeks there will I | appear in this corner of "The Dominion" ill # many announcements of special interest ( I to Christmas Gift Buyers. j | Every message will be simple and j I straightforward, and every article will 111 be exactly as it is represented to be. ' Ijj In this connection, we may aptly quote I I the words penned 1 by D. Stewart Dawson I f to the Managers of the Australasian I 111 brauclres, of this house:— • I I "The very essence of attaining any |||j success in advertising depends on |l|| your merchandise being absolutely I I advantageous in quality, make, and I f style, correct in .'adaptability to 111 fill -public demand, and best in | price value." j "As Advertised," then, will be the I I policy of ouf Publicity this Christmas, j j as in years past; • [111 All announcements will lirt up to the , |||] best traditions of this house. | All goods offered will be of the Sound I I . Quality and Value that have built up j our Empire-wide 3?or remeni- j | ■ ber, that in buying from Stewart Dawson . I||| and Co., Ltd., one enjoys all the advarit- (II ages of the enormous purchasing-power * iilf - of Ten Large Jewellery Establishments, 111 of our direct Cash-dealings with Manu- ' j II facturers and Gem-cutters, and of the saving of all intermediate profits. ; 'I I Besides, one buys from a firm directed I I by experts. And in no business are ripe 11|| knowledge and wide experience so essen- I] tial to the giving of complete satisfac- |||( tion to every patron as in that of the |||| Jeweller and Silversmith. . jijl Every man and woman can, therefore, f j b.uy at Stewart Dawson's with absolute ( confidence of receiving a full twenty shil- |)j\ lings' worth for.every pound spent. , 'Ifll _ STEWART DAWSON I x and Co., Ltd., Jewellers,' Silversmiths and . :sj WELLINGTON. ::: fireat Rednctions in. Furniture! RADFORD & .CO. ARE NOW SELUNC Sideboards, Wardrobes, Duchess Pairs, Hallstarids, Pedestal Cup* 8 | boards, Roll Top Desks, Bureau and Office Desks, Overmantels, Wood a Iron and Brass Bedsteads, Spring and Wire Mattresses, Kapoc, I Flock, and Fibre Beds, Chesterfield Suites, Dressers, Mangles, | j . ' Wringers, etc., at lowest cash prices. Also, Blankets, Linoleum, Carpet Squares and Runners, Matting Squares and Runners, Down Quilts, Sofa Rugs, Hearth Rugs, Door I Mats, .all reduced to olear at RADFORD & GO'S j Most Complete Furnishing Warehouse, 43, 45, 47 MANNERS STREET, § CASH OR TERMS. INSPECTION INVITED. jil ' ikJt ® rt ' s ' ic ' Sfliares for : gUMMER- is . the ideal time to brighten the Home with fresh carpets, and our splendid stocks will assist you to make a very satisfactory choice on a real value basis. "WILLIAMS" CARPETS 'ARB QUALITY CAR-PETS from every point of view, and our selections are now at their best. - AXMINSTER. CARPET SQUARES, ORIENTAL CARPETS, JAPANESE SEAGR-ASS SQUARES, in artistic colouring-s and- designs. • Our prices, we claim, are-positively the lowest, for Carpets of such good guality. IT'S TIME TO INSPECT! |SI WILLIAMS Co. Ltd., '''=s.r iT ' connection with any other Furnishing F; tm 0 f th<j name of WILLIAMS. Sf a Galvanized Iron itoof is Meant To Last IT SHOULD BE PAINTED BEFORE CORROSION SETS IN WITH STEELITE RED. THE BEST ROOF PRESERVATIVE AND THE MOST PERMANENT RED KNOWN. To be had through all Storekeepers and Ironmongers, or from the Agents— SMITH & SMITH, LIMITED. OPP. TOWN HALL, WELLINCTON. LYSAGHT'S t Galvanised iron EVERY SHEET PBRPEOT. FIRST MANUFA<VfURBD IN 1637. THE STANDARD OF EXCELLENCE T@»DA¥.