Show TRUTH about advertising by CHARLES B ROTH FINE GOLD F YOU want to discover the humanizing I 1 IF man izing influence ol of advertising one ona 0 of f the extra dividends it pays you every time you buy make this experiment first go into the store ot of a merchant who advertise it probably wont be a very large store next go into the store stoie of a merchant who does see where you receive the most courteous the most attractive the most 1 0 gracious service and treatment one ol of the big truths of advertising is that it not only I 1 saves you money charles roth when hen you buy but w also makes your buying more pleasant the merchant who advertises has an obligation to uphold the obligation of fair prices and better services this obligation becomes the ideal of his business whatever the advertising says about his goods goodo and his store he feels he must provide As a result the intangible influence of the printed word makes itself felt in the courtesy consideration and desiro desire to barve of every member ot of his organization you may have noticed that gihei a store begins to advertise corneth n g takes place its employees clear down to the delivery boyt boy bee become 0 in e seized with the inspiration the advertising ver lias has set up the reason for this influence of advertising Is not hard to find the advertiser la Is a leader and every leader has an obligation you as a customer benefit greatly by this indirect value of advertising you benefit in ili additional courtesy additional consideration and in tho the additional value you receive for your money because advertising has always been the one means by which prices have been brought down the merchant who advertises sets himself up as a price and quality standard for the community you buy from him and receive the most for your money and you also receive tile the most in human values in what a wise man once called the fine gold of business tile the time when business is the pleasant cst est Is when a sine fine sense of mutual confidence exists elsts between buyer and seller in ili helping bring this feeling about newspaper advertising contributes something thing to business which is 14 or of as much value alao as its practical sen services ices it contributes a mutuality of feeling that gives business a character and a trust that nothing can replace fine gold you ou know 0 charles 11 not nol |