What is Advertising?

Stratford Evening Post, Issue 67, 16 October 1930, Page 7

What is Advertising?

L. M. Jones, chairman oi' hoard ol Jones Store Co., Kansas City, U.S.A., ;in a talk at th e Kansas City x\dvertising Club recently, gave *L e following as liis definition of advertising;— “Advertising is the lifeblood of 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 weal:a, 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 th e puollc. “it throws a sacred guarantee •around every transaction, placing tire capital of the concern back of every purchase, thus bringing aboot correctness of statement acq honesty of product. "It stimulates and increases production and dis’V'bution, lowers prices and places radicles of beauty and utility in the reach of a multitude of people. it serves an imj porta at part in as si ding mankind I onward to the uni e-rsai goal of hu- 1 I man happiness. 1 j “it stimulates ambitious rivalry

to furnish the best for the least, and thus contribites to lh e happiness of mankind, j “It promotes the social contact 1 of men and raises the standards of i business conduct between men, ; communities, and nations. The ad's vertiser, by co-operating with the 1 daily newspaper, lias produced this '■ dynamic power that moves civilij sation. | “It presents one of the greatest ’ paradoxes in human experience, in > that actually it costs the advertiser and customer absolutely n;thing.”