Show IN N THE WORLD WORKSHOP Ie voted to facts observations and thoughts concerning common me ghods products and influences BY WALDO P WARREN la in Co colliers Illers week weekly ay PRODUCTS byproducts BY OF advertising there Is a good reason reason to believe that advertising aside from its accepted function of 0 opening the channels is of has an indirect ef feet upon tile the common education custom spirit and morals of the people it 11 Is interesting to speculate about such influences influence i since speculation is the only safe way we can approach the subject it will be conceded of 0 course that where in an individual responds directly to nn an advertisement and buys tile the article advertised its his education and customs we a e affected to the extent that it the use of the article would ath allow but what of the thousands who vilio bee an advertisement ind and do not nol respond direct directly to lo it Is its effects effect 10 lost on OIL them or is aliete Ihei ean lan indirect act afi act worth nothing the tha advertiser usually ally as assumes miles that a percentage of its his legitimate return is in ili the fact that people become familiar with alc tlc ic hame fiame of his product thru often in his advertisements and that in ili various indirect ways this helps his business but even yet there must be a great moral by pro duct of t advertising influence that ha has ii no direct commercial significance at all tj it Is sate safe to say that one of the most power powerful 4 itil ot of moral influences be ing exerted today is the constant re caption of t the e guarantee claut clauie in advertisements verti YeTtI it inculcates the idea as nothing else 1 e 0 can an that this Is an age ot of guaranteed ersy actions ian U xa S ua 1 P fl 12 extend not only to for elDS ma conc concede elf the guarantee in their business on account of competition but to instill ing in them the mor moral aj principle upon which it Is founded thus they are led hy by this not only to be honest externally but actually to become honest at heart the taste of millions of persons persona in matters of house furnishing has doubtless been elevated by continual ly IY seeing advertisements ot or fernl ture pictures rugs etc even when they do not burch purchase ise the particular thing advertised we might also say that a spirit of enterprise has been steadily developed thru the constant repetition of the idea that this is an ago age of enterprise even to hold ones own the advertising of garments illustrated by graceful figures has doubtless caused many a woman to esteem more hl highly aly the feminine privilege e of being beautiful and has perhaps done much to encourage woman to hold up her head and claim her inalienable rigilo right of sex equality the advertising that has attended the campaign to find homes tor for home less children and children for childless les homes has perhaps had a powerful indirect effect in turning the attention os of millions of minds to the tha duties and rewards ot of parenthood and who will say that the billion times repeated query of tile the soap advertisement verti have you a little fa fairy I 1 ry in ili our home has not served to awaken the dormant material in many a womans comans heart f als 18 |