Show 0 the art of advertising I 1 rudyard kipling wrote a friend on this side aide to send him sonio some american magazines when they arrived verl mr kipling found the advertisements had been torn out presumably to save postage ile he immediately wrote his friend lie ho had omitted the most interesting part parl says thorwell illyne guynes writing on oil advertising in tile the manufacturers rs record mr haynes points out the remote and dignified lineage of ano 0 word advertise it 11 Is descended from the great family of 0 exclamations have come down to us its through the ages its meaning comes from the two L latin ad to and ver tore to turn the mind on the value ot of advertising mr haynes observes suppose we wa remove this salt this advertising from all literature wo we would no longer know who published our books no longer know the habits of socrates who spoke before hla his hla his time such astounding truth and reason for knowing aher abero 0 to obtain these books and the price for them the knowing that socrates walked and talked in the groves ot of athens athena these are all advertisements the salt that makes all knowledge savory I 1 without them no magazine could pay its board and lodging there would be nothing to pay authors to produce good literature and roes and Richard solis and goldsmiths would again live in garrets certainly no slight credit should be given advertisements for the quality and nominal dost cost of our magazines and newspapers had we to pay our pro rata share toward issuing a morning paper many of us would go lyphout without news the newsboy would bo be without a job not to speak ot of the thousands who made the paper ready to bo be chown at your door and incidentally you and I 1 would miss more pleasure plea ditre information inspiration and entertainment tain ment than we could possibly begin to realize Inc incidentally Mentally then how many millions of american housekeepers would still be receiving unwrapped and unsanitary bread delivered dally daily at their doors had bad it not been for advertising verti ver how many millions in america would lenow know nothing of grand opera had there been no phonographs or radios and no advertising of them how many millions of workers are dally daily active in ia perfectly lighted and ventilated fireproof steel build ings who would be wearing out lungs and eyesight eye sight were it not for men of vision who advertised how many homes would still be and disease laden it no inventor had bad ever put on the market market a vacuum cleaner how many millions of tons of steel would still lie be rust destroyed it red lead and other othe r rust preventives had never been advertised how many colleges would not have been founded hospitals established libraries donated and ana men and women and children saved by philanthropy in a word what progress so could america boast had her hei prophets an and d dreamers never turned the minds of her people those these durable snow enameled bathrooms these rubber products these excavators excava tors tractors and elep towers this structural steel ornamental na iron and brick these b ridges bridges and sky scrapers surely were it not for these or tor for them the urge which produces these might we tig curatively all of us still be listening to the harangues of peter the hermit and marching in crusades cru rades to jerusalem |