Show hh TRUTH about abort ADVERTISING By CHARLES B. B ROTH HOSS Y FRIEND asked me if I M My would go with him to buy a horse I went We traipsed from one dealers dealer's to another One man asked us for a horse The next man had a horse which looked no better but his price was Before Before Before Be Be- fore the afternoon was over we had seen horses ranging in price all the way v from to Now ow the horse was a much better animal than the horse No use to deny that But Rut nowhere along the line Ime did we find finda a stabilized market marke Had we bought we would have been paying a price which the seller thought his horse was worth There was no market market market mar mar- ket authority we could consult which would tell my friend whether he was being being being be be- ing overcharged or Charles Roth undercharged That same evening I went out to buy a small household item one item one which is advertised in all the news news- papers I knew what the market price would be advertising had told me With confidence I asked the clerk for what I wanted and put my 25 cents down on the counter Had he said I am sorry sir but the price is 50 cents I would have left and gone somewhere else What assurance have I I. I as a con- con sumer that someone wont won't take advantage advantage advantage ad ad- vantage of me and overcharge me mein mein mein in this bold way My Iy only assurance is the advertising advertising advertising adver adver- which I read re in the per That is my market and my mj buyers buyer's guide It tells me the prices I must expect to pay Let the seller who vho tries to charge me more be be- ware It H also tells me me what quality I Imay Imay Imay may expect Let the seller who I. tries to give me a poorer sub substitute beware So you see that advert advertising sing stabilizes stabilizes stabilizes lizes prices and enables me no matter matter matter mat mat- ter how inexperienced I am in business business business busi busi- ness to buy with the same expertness expert- expert ness and assurance of a professional bu buyer er who spends his life buying for fora a large laige concern No one objects to paying the established established established es es- es- es price for something he wants But all of us hate to be robbed by an unscrupulous man who taking advantage of our ignorance ignorance ig ignorance ig- ig norance soaks us good and plent plen plen- t ty It I The way to avoid being soaked in this complete way is to buy advertised advertised advertised ad ad- goods from merchants who advertise There was a time in America when there were no set prices Each merchant charged ed what he thought the traffic would bear Advertising Advertising Advertis Advertis- ing came to the rescue of the con con- sumer It led the way to the established established established prices you OU pa pay when you OU buy anything today except perhaps horses hones Q Charles R B Roth |