Show SHORT TALKS ON ADVERTISING r r Prepared by the Bureau o of f Research sc and Education Advert Advertising Federation of f America f ca' ca r t 11 r Selling Better Living t. t Number 2 5 Th ALVIN COOLIDGE once related Only a short time ago our bathrooms C that when he was a boy in the were ugly as could be Somehow no one thought of making them beautiful But hills of Vermont the only merchandise mer mer- when manufacturers began to advertise chandise he saw was was' in the country artistic tile the tinted bathtubs and beautiful beau beau- store but his horizon was broadened by bythe plumbIng plumbing fixtures everybody realized real real- the advertising of things that appealed how much pleasanter life can be beto beto to youth With his desires aroused for forthe with beauty in the bathroom 1 the interesting and better things in life Our parents and grandparents were he strove to obtain them Asserting that well satisfied with the heavy staple advertising performs a distinct public foods of their time but we ve ha have e learned explained It It is to demand a balanced diet with plenty Mr Coolidge service t of vitamins and minerals and a goodly essential in the fIrst first In instance t ne to produce assortment of light salads and tasty desserts des des- ro good merchandise but it is just as essential essen essen- to say nothing of season out-of-season to create a desire for it it vegetables and fruits Our food is much better today because our eating habits This in in a nutshell is the service of have been changed by advertising As Calvin Coolidge implied advertising Wh Where ere d do 0 you suppose th the e ra radio d 10 inthe in industry Inthe In- In the most useful household appliance the would be if manufacturers had hadnot wearing longest-wearing rubber tire or the best not not advertised their receiving ng sets Only mousetrap in the world will never be fifteen years ago home nome radios were practically popular if hidden from the public We u unknown known Few people cared about radio or thought it would ever canno cannot t h have ave d desires eSl res for things we do not amount to much But the infant industry indus indus- know about No motorist was as concerned d try embarked on a tremendous advertising adver adver- about having knee action in his car until un un- campaign through newspapers til he learned about its Its advantages magazines signs and circulars and in a through advertising Yet Ye it r represents presents miraculously short time radio sets were a marked improvement in riding com com- introduced into four out of every five fort homes in the land A century ago it took a l long ng time to It is the same with many other arti arti- introduce any improvement in the the way cles des Millions brush their teeth because of living Even the example of President resIdent advertising sold them toothpaste and Fillmore who installed the the first b bathtub bath bath- th- th many c children ildren have even been persuaded tub in the White House In in 1 1850 50 fa failed ed by advertising to wash their necks to make people bathtub Fifty and eat their spinach later it still was an uncommon years Better living co comes es not merely to have a bathtub in the home home thing invention there but people did hd through natural desires but ut through The was education and ad advertising is one of the the not care about it not it-not not until advertising got on the job fob and sold bathtubs Then strongest forces in public education education U no is the sales salesman an for better everybody wanted them and today Advertising home is complete without one living S Copyright 1933 1938 Advertising F Federation ot of America r i 1 F Lemons and Ludens I rd E R 0 1 U Hr L To help soothe your throat and clear your head buy Ludens Luden's I Penneys Penney's Great f Mirror and Picture Event JL JL L w FOR FOI THRIFT TUESDAY SPECIAL Large Assortment of o Pictures an and Mirrors 0 0 each a s t 1 I Every One Ma Made de to Sell ell for Much More Gt Come Ea Early 1 Y fo for Best Selection election v r Han Hang attractive n nv new v pictures this Fall Y You'll find an unusually wide vide variety from which to choose in this huge special purchase Ovals squares and oblongs with interesting floral landscape and religious subjects Expensive Expensive- looking frames Buy them for your own home or for lovely gifts j IJ s 6 V No Phone Calls Y sV x ti J V No La LaA Lay A A a l i 1ST I 5 V No O M Mail ail Orders rd ers C CY Y |