WHAT IS ADVERTISING?

Evening Post, Volume CX, Issue 47, 23 August 1930, Page 10

WHAT IS ADVERTISING?

—♦ L. -U. Jones, chairman of Board o£ Jones Store Company, Kansas City, U.S.A., in a talk at the Kansas City Advertising Club recently, gave the following as his defini. tion of advertising:— "Advertising is the life blood ot commerce, the dynamic force in civilisation, the greatest constructive force and doubtless the strongest moral force in the world to-day. , "It is the magic lamp of fortune, the creator of wealth, the spirit breathed into the body of commerce which makes of it a living soul. "It promotes honesty, establishes integrity by causing its user to be. square with the public. "It throws a sacred guarantee around every transaction, placingg the capital of the concern back of every purchase, thus bringing about correctness of statement and honesty of product. "It stimulates and increases production and distribution, lowers prices, and places articles of beauty and utility in the reach of a multitude of people. It serves an important part in assisting mankind onward to the universal goal of human happiness. "It stimulates ambitious rivalry to furnish the best for the least, and thus contributes to the happiness of mankind. "It promotes the social contact of men and raises the standards of business conduct between men, communities, and nations. The advertiser, by co-operating with the daily newspaper, has produced this dynamic power that moves civilisation. "It presents one of the greatest paradoxes in human experience, in that actually it costs the advertiser and customer absolutely nothing."