Show IN K THE mm LOS devoted to facts observations and thoughts 11 concerning concertin Con cernin common methods products ts and influences BY WALDO 11 1 in colliers weekly HY P PRODUCTS OF advertising there is a good leason to 0 o believe that thai advertising aside from its accepted function of opening the he channels chance of commerce ce lias has nn in indirect effect upon the common Moll education oil custon custom spit spirit it and morals of the people it ts Is interesting to speculate about such influences since specula speculation I 1 loll 1011 is the only safe way we can call approach tile the subject it will ie be conceded of course cou iho that an individual responds directly to an all advertisement and buys the article advertised ills education and ill customs aie affected to the ibe extent that the use of the article would allow if but what of the lie thousands who see an all and in do not respond directly to itt ft Is its effects lost on them or is there in an indirect effect worth bothin not liin tile the advertiser usually assumes that 1 a I tise of its his legitimate return is in the tact fact that people become familiar inith the llie name naine of his product thru seeing it often in ili ills his advert advertisements and that in fit various indirect ways this helps his business dut but even yet there must be a great moral by pro duct of advertising influence that has no direct commercial significance at all I 1 it is safe to lo say that dial one of the rest powerful powei ful of moral influences being exerted today is the constant reception of the guarantee clause in ili advertisements verti it II inculcates the idea as nothing else can that ahat this is an age of guaranteed tra transactions ris actions and it Is easy to see that its may inay extend not only to forcing men to concede the guarantee plan in their business on account of competition but to tb instilling in them the moral principle upon which it is founded foun deil thus they are led by this influence not only to be honest externally but actually to become honest at heart the taste of millions of 1 persons esons in matters of oc house furnishing diurni skiing has haa doubtless been bean elevated by continual continually seeing advertisements ot of furniture pictures I 1 rugs etc even when they do not purchase the particular thing filing advertised we might also albo say that a spirit of enterprise has been steadily developed thru tile the constant repetition or of the ide idea a that this is an age ot of enter even to hold ones own the advertising of garments illustrated by graceful figures figured has doubtless caused many a woman to esteem more highly the fe femanine feci nine privilege of being beautiful and has perhaps done much to encourage 0 woman o to told hold up her head bead and in claim her inalienable rigilo right of sex equality the advertising th thai at has attended the lie campaign to find homes for homeless hildren children and bil hildren dren for childless homes has peili aps had a powerful indirect effect in ili turning tile the attention of Dill mIll lions jons of minds to 10 tile the duties amt ewards of parenthood and who will say that the billion times repeated repealed luciy of 0 the boap advertisement verti have aou ou a little fairy in your home lias his not serve to aw ahen a ke I 1 tile lie dominant doii nant material in ili many a omans om uns heart als |