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Show odht mm QUALITY PHRASE Company Now Uses "Quality "Qual-ity Goes Clear Through" ,o Describe Car. The Dort Motor Car company has copyrighted the phrase "The quality goes clear through" to describe that feature in which it is claimed all Dorts excel. The selection of this wording came about through Dort owners expressing ex-pressing approval of their cars. Quality clear through every part of the chassis and body, the company states, is the basis on which every car in their line is built. In discussing the quality feature of the Dort, Ralph Dort, advertising manager, man-ager, said: V"e have put quality into the chassis in many places where only a motor car engineer could find it. It has been our experience, however, how-ever, that this has paid, for you will seldom find a Dort owner who does not firmly believe he has secured se-cured more for his money than he could obtain in any other car for the same amount, or even slightly more money. This widespread conviction about the Dort has given it a mouth-to-mouth advertising from owner to owner aud owner to prospective pros-pective buyer that no amount of printers' ink could ever have bought for us. The advertising writer's imagination played no par, in our adoption of "the quality quali-ty goes clear through" to describe our cars. Dort owners wrote this testimonial themselves for themselves them-selves and by themselves, and in doing so they have paid us a rare compliment. Adherence to the actual facts about our cars, both" in the written word and pictured illustration, are insisted upon by our company, and imagination about our cars is severely se-verely discouraged. Sometimes I think we even err on the side of not - telling the whole story. But perhaps even this is good advertising advertis-ing after all, for there is a lot of satisfaction in finding the car you have purchased is even better than you thought. |