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Show Reliable Advertising Pays New standards of advertising practice have been compiled by the sales promotion division of the National Retail Drygoods Association, Associ-ation, which recently met in annual an-nual convention. The purpose ot the cede is to preserve "truth in advertising" by prescribing a set J of standards which can be followed follow-ed by all merchants in order to maintain complete consumer confidence con-fidence and to prevent undermining undermin-ing the advertisement investments of all sellers. The code insists that advertising advertis-ing should not only be truthful at all limes avoid even the semblance of untruth or the suspicion of insincerity. in-sincerity. It prohibits the misuse cf superlatives that destroy belief in advertising; asks that misleading mis-leading phrases and statements, inaccurate illustrations and confusing con-fusing copy be avoided and urges that the natural content of merchandise mer-chandise be accurately stated. The Pyramid calls this matter to the attention of its advertisers not because it is the custom in Mt. Pleasant to violate the principles of honest advertising, but because, be-cause, very rarely, irresponsible advertisers do attempt to make use of the confidence that advertising adver-tising in general has won from the readers of The Pyramid. Our idea is also to tall this matter to the attention of our readers who watch the advertisements advertise-ments appearing in The Pyramid They should learn to discriminate between the wild claims of irresponsible irres-ponsible sellers and the reliable efforts of honest merchants to properly present their wares to the public. In buying, one makes ncmistake to deal with a business that has a reputation for square dealing in its transactions, both in the merchandise and in the advertising fields. |