| Show TRUTH TROTH about I By CHARLES B. B ROTH I TRADE MARKS AND DOLLAR MARKS giving the matter W WITHOUT much thought you might define define de de- de fine a. a trade mark on a package or oran oran oran an advertisement as a mark of identification identification iden iden- which protects the interest of the seller sener against imitators a selfish symbol you know which exists exists exists ex ex- to help some one man or firm finn to get rich Actually a trade mark is as much to your interest as it is to the mans man's who owns it and hasit hasi has hasit i it it registered in his I name name For it is a buying I guide for you which f you can absolutely j I trust You can buy i anything under a n 9 trade mark and know that the quantity quality qua quaI- sty ity the quantity qua and I the price will be right I You do notI not even have to examine exam exam- Charles Roth I ine the package before before be- be buy If the trade mark marklis markus fore forc you I jis lis us there so also will the quality be bei i there The merchant knows that He prefers pre- pre prefers fers to sell trade marked that is advertised goods because they have the confidence of the public land and can can be sold easily quickly and andin andin tin land in quantity Back of the trade mark is adver adver- It stands for the trade mark for the trade mark itself is merely a design etched on paper until advertising advert advertising ad ad- vert sing gives it life in the ty minds n s of consumers like yourself The trade mark which saves you money and time need not be a for Cor formal mal design of a national manufacturer or advertiser ad It may be merely the familiar name of your atthe atthe at atthe grocer or haberdasher appearing the foot of his advertisements ad in the newspaper Wherever you see those familiar familial words or names or marks you OU know that tha t you are in the presence of oC a aman aman aman man who is doing his level best to tobe tobe tobe be worthy of your trade and who wants to keep you coming back He is advertising for that purpose notifying you that he is in business to stay and that you can buy from him and he will stand back of his goods For you the trade mark like the dollar mark which we all respect re- re respect respect re re- stands for full value wherever wherever wherever ever it happens to b be found But unidentified goods are are re as uncertain uncertain uncertain un un- certain as counterfeit money and I Ithe the wise man or woman avoids both And how close these trade marks are to our lives and how comforting they are to us when we buy You go into a store On the shelves are familiar marks you have seen all your life liCe You recognize them as you do familiar faces in a strange crowd crowd- and they give you the same comforting comforting comfort comfort- ing feeling of oC familiarity and re re- re Trade marks exist to help you buy more serenely and profitably D tJ Ch Charles B. B R Roth lh |
