ADVERTISING

Subjects: Business, Propaganda, Psychology, Salesmen

1. Advertising is the mouthpiece of business.—JAMES R. ADAMS, More Power to Advertising

2. The cardinal sin of advertising, without doubt, is boastfulness.—JAMES R. ADAMS, More Power to Advertising

3. An advertiser who refers to everything he does in superlatives will soon be discounted. It is as inevitable as day and night.—JAMES R. ADAMS, More Power to Advertising

4. Many a splendid writer, with a great gift for arousing people to action, comes out with sand in his mouth when he tries advertising—simply because he is instinctively opposed to the profit motive in business.—JAMES R. ADAMS, More Power to Advertising

5. The end for which advertising tries is increased commercial activity—and if it fails to achieve this end, it simply does not exist as advertising. It is just so many words and pictures printed on paper, or so many syllables spoken over the air.—JAMES R. ADAMS, More Power to Advertising

6. Advertising is not an expense . . . and should never be thought of as such . . . Advertising is one of the tools of salesmanship—and, like every good tool, should be used to the limit of its capacity. In fact, advertising is opportunity incarnate, and every advantage should be taken of it.—JAMES R. ADAMS, More Power to Advertising

7. There are two major problems in advertising. And there are really no more.
   
   Problem number one is to say the right thing in the right way, and is largely a creative problem.
   
   Problem number two is to get this message before the right type of people, and to reach the proper number of them.—JAMES R. ADAMS, More Power to Advertising
   

8. The commercial advertiser is interested in influencing public opinion. Politicians, institutions, and organizations also employ this medium, and their efforts may shade over into propaganda. Business corporations, such as the public utilities, make definite efforts to arouse favorable attitudes, especially when such issues as changes of rates are under consideration.—HAROLD E. BURTT, Psychology of Advertising

9. Instances may be cited in which advertising has made definite contributions to health. The slogan "A clean tooth never decays" made countless people more conscious of oral hygiene, although it was propounded mainly in order to sell toothbrushes. The public is more conscious of the need for antiseptics as a result of advertising.—HAROLD E. BURTT, Psychology of Advertising

10. It would be undesirable . . . to present pictures of a slaughterhouse in connection with advertisements for ham and beef. Such copy might be entirely pertinent in showing how carefully the product is prepared, but, on the other hand, it reminds the reader that he is carnivorous.—HAROLD E. BURTT, Psychology of Advertising

11. Advertising is not the driving wheel of the industrial machine, but it is undoubtedly its lubricating box, what Edmund Burke called "the lubricator of the fibres" of international trade.—VISCOUNT BURNHAM

12. You can tell the ideals of a nation by its advertisements.—NORMAN DOUGLAS, South Wind

13. If you don't advertise yourself you will be advertised by your loving enemies.—ELBERT HUBBARD, Advertising and Advertisements

14. Publicity eliminates pretense. The faker cannot work in a club.—ELBERT HUBBARD, Advertising and Advertisements

15. There is no quicker way in the world to lose money than through advertising—therefore the necessity of making advertising a science.—ELBERT HUBBARD, Advertising and Advertisements

16. Advertising is telling who you are, where you are, and what you have to offer the world in the way of commodity or service.—ELBERT HUBBARD, Advertising and Advertisements

17. It is far easier to write ten passably effective Sonnets, good enough to take in the not too inquiring critic, than one effective advertise­ment that will take in a few thousand of the uncritical buying public.—ALDOUS HUXLEY, On the Margin

18. He is one of the many who have made themselves publick, without making themselves known.—SAMUEL JOHNSON, Boswell: Life

19. The sign brings customers.—LA FONTAINE, Fables

20. Business today consists in persuading crowds.—GERALD STANLEY LEE, Crowds

21. We are advertis'd by our loving friends.—SHAKESPEARE, Henry VI