ADVERTISING'S POWER

New Zealand Herald, Volume LXXV, Issue 22928, 5 January 1938, Page 4

ADVERTISING'S POWER

WOMEN AS TANGIBLE PROOF NOW CONSCIOUS OF " APPEAL " [from our own correspondent] LONDON, Dec. 18 "Women are the walking advertisement of advertisement, and a very tangible proof of the power of newspaper advertising," said Sir Charles Higham, proposing the toast of "The Ladies" at the annual dinner of the Valuers' Association 111 London. "Whether they are young, middleaged, or*old, women are all better looking and better dressed than ever before," he said. "The hairdressing of our women may occasionally look like a film star's, but it is these film stars that have made them realise that good hairdressing and good 'face dressing' count. Tho girls of to-day have glamour. Twenty years ago they were less tidy, less smart and less simple in their attire.

"The advertising of hosiery, hats, cosmetics. shampoo 9, undies, shoes and the million other things on which women spend thei/ money has- made them conscious of the value of 'appeal,' and has been successful in creating a more adorable femininity," continued Sir Charles. "Men are smarter, too. They wear better clothes, better linen, and are more stylish in appearance than- ever. Women demand it!"