Show TRUTH mm about advertising ADVERTIS INC by CHARLES B ROTH WHAT IS advertising GENIUS N THE early days of 0 advertising IN there were men who posed in the role of genius they shrouded ad ver with mystery to portray their part they let their hair grow wore flowing bow ties affected a faraway far away look and muttered mysterious formulae some persons still belle believe ye that the ability to advertise a business sue cess fully Is like the ability to write poetry an inborn gift it at all the closer advertising ver comes to answerl answering tig some of the needs in the lives of common ordinary people the more nearly it comes to success the only genius needed in ili advertising Is the everyday genius of tell ing the truth in a simple and an understandable way A few months ago some come of the leaders in the advertising IN profession w were e r 1 boasting about the 11 results of their work one of the advertis ing publications pub fished what they said about them selves arsers charles roth writers of some ot of the largest corporations in the country took part in ili the discussion but blit a little druggist in florida spend ing just a few dollars in his local newspaper was able to top all the results of these high advertising men all he did was to know the desires ot of his customers and sit down and tell them what he had in a simple an understandable a convincing conversational way here is his advertisement SATURDAY SPECIAL this coupon and 5 cents will buy a bigger and better double mp dip ICE CREAM SODA clip this coupon and bring it with five vents cents to tile the PARK VIEW DRUG STORE STOKE this Is a perfect advertisement it offers a wanted service it offers value it inspires confidence it Is something people in his neighborhood wanted to read it take a genius to write it it but the whole genius of advertising ts to behind it every day advertisers are publishing similar announcements in tho the newspapers these announcements are as much in what is called the public interest as the results of scientific research or study because they bring the public something it wants to make life better or more interesting or in the case of park view drug a little more enjoyable 0 charles charle D noth both |