MODERN ADVERTISING

Taranaki Daily News, 1 November 1929, Page 3

MODERN ADVERTISING

PLACE IN THE COMMUNITY INCREASING RECOGNITION. THE SPIRIT OF ENTERPRISE. The. growing.recognition of advertising as a definite avenue through which progress may be made toward the solu« tion of many pressing problems associated with trade development was emphasised by Mr. G. C. Codlin (general manager of the Auckland Herald) in an address on “The trend of advertising —its modern development,” at the Auckland Advertising Club convention on Wednesday (reports the Herald). • - Mr. Codlin said that to-day the columns of the Press were being, util- , ised. by advertisers, of every description. In the" United States of America .various religious denominations were increasingly using the advertising columns of the Press.. In England, also, leaders, in the more :• conservative . branches .of the Christian .Church were recognising that advertising could be made; a potent factor in quickening interest in spiritual matters. - - ’

. In: regard to newspaper advertising, Mr. Codlin said that, audited circulation; and the establishment of bureaux of circulation to ensure a standardised system conjointly with honesty and accuracy was a comparatively modern development which was appreciably expand-, ing. « - • * ' , - "LUBRICANT OF TRADE.” ’ 1

“We cadnot ignore the fact that clean, virile advertising as a force is one of the most potent factors in the attainment of higher standards entailing the freer movements of commodities and the utilisation of services of all descriptions,” said Mr. Codlin. “Authoritiesthroughout the world are recognising this. Lord Melchctt, better known as Sir Alfred Mond, has aptly described advertising as the lubricant of.trade.” Speaking of the part that selling and advertising , have . played in American prosperity, and the methods followed, Mr. Codlin said: “There is no need to copy America.' Why should we? To wipe ■ out the background of centuries would not improve the picture, however modernistic and great the artist. But to recapture the spirit of enterprise, to absorb the zest of experiment, to try and to test, to strive and struggle, afid to work for the f’” of it—that’s another’ matter. Clash and change and challenge! Like it or not, it is the new order. It is written across the sky. No nation can afford to ignore this signal to step out.”

HIGHER ETHICAL STANDARDS.

Effective production was no longer the most acute and pressing question, because the ingenuity , of man had been lavishly applied,, The trend of modern advertising had to avefy large extent been determined by-consideration of the nroblem brought into beirigby intensive production in the factories of the world. Standards of living everywhere had risen in conformity with this intensive organised production, . but these standards cpuld not be maintained unless efficient organisation of ealbs'effort kept pace with the other. ‘ '• • ■ • “The traveller who loaded up the' re-, tailer with goods, and incidentally with tips, nips and quips calculated to make him responsive, is going out of fashion,” eaid the speaker’; “The retailer must now be satisfied that there is a definite demand for the product, or , that behind -its introduction will be featured intensive advertising’ campaigns' calculated to stimulate demand. For a long time, until the advertising expert had established himself, the retailer was the sole interpreter of the community’s needs, tastes or desires. To-day lie is at one with the wholesaler and manufacturer and frequently is himself a contributor to the national appropriations devoted to the advertising of commodities in tho sale of which he is directly concerned. Pointing, in conclusion, to the tendency of modern advertising to conform with higher ethical standards, Mr. Codlin said that the censorship of advertising by newspapers or the organisations, that spoke for the newspapers, had-'led tb the steady modification ’of any tendency to exaggeration or. misdescription and the entire elimination of great volumes of advertising which a few years ago were accepted without question. ’ .