Show by CHARLES B ROTH TRADE MARKS AND DOLLAR MARKS 1 giving the matter WITHOUT V much thought you might de fine afine a trade mark on a package or ian an advertisement as a mark of identification which protects the interest of the seller against imitators a I 1 selfish symbol you know which exists to help some one man or firm i to ito get rich actually a trade mark is as much to ito your interest as it is to the mans who owns it and has V T lit fit registered in his I 1 name for it is a buying guide for you which I 1 you can absolutely i j trust you can buy anything under a trade mark and know that the I 1 ity the quantity and the price will be I 1 I 1 right you do not I 1 even have to examine charles roth the package before you buy if the e trade mark is there so also will the quality be there the merchant knows that he pre cifers to sell trade marked that is advertised goods because they chave have the confidence of the public and can be sold easily quickly and fin 1 in quantity back of the trade mark is advertising it stands for the trade mark ifor the trade mark itself is merely a design etched on paper until advertising Iver ver gives it life in the minds of consumers like yourself the trade mark which saves you money and time need not be a formal des design ri of a national manufacturer or advertiser it may be merely the familiar name of your grocer or haberdasher appearing at a t the foot of his advertisements in the newspaper wherever you see those familiar words or names or marks you know that you are in the presence of a man ho w is doing his level best b st to ibe 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 lie he will stand back of his goods for you the trade mark like the dollar mark which we all respect stands for full value wherever it happens to be found but unidentified goods are as uncertain as counterfeit money and the wise man or woman avoids both and how close these trade marks are to our lives and how comforting they athey are to us when we buy you go into a store on the shelves are familiar marks you have seen all your life you recognize them as you do familiar faces in a strange crowd and they give you the same comforting feeling of familiarity and respect trade marks exist to help you buy more serenely and profitably 0 charles B roth |