advertising as a vocation

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Purchase of this book includes free trial access to where you can read more than a million books for free. This is an OCR edition with typos. Excerpt from book: ADVERTISING AS A VOCATION CHAPTER I THE NEW CONCEPTION OF ADVERTISING: SERVICE TO THE PUBLIC The Old Conception. Formerly advertising was a feature of business of interest mainly to the person who had merchandise to sell, or to the newspaper or magazine that might profit by printing the advertisement. The manufacturer could sell his product but slowly in most cases without sending out advance information concerning it, and the storekeeper or other retailer felt compelled by self-interest to make his wares known by every possible means. The periodical press gradually readjusted itself to the changing conditions and demands of business and thereby gained a new and important means of revenue. The following chapter, on " The Growth of Advertising," reviews this long period of advertising and of trade development, the two expanding steadily together. The buying public was regarded chiefly as a source from which money could be drawn by enticing and frequently misleading and false statements about articles of merchandise. This fact has become so fixed in the public mind that even the most conservative and legitimate forms ofpublicity have often suffered from the disfavor brought upon this division of business by advertising methods in the past. The Changing View. Within recent years, however, with the changing ideas upon community service, marked by modern philanthropy, the new education, and growing cooperation in the business world, a new conception of advertising has arisen. The progressive merchant no longer thinks merely of a certain volume of business to achieve, a definite profit upon his investment, or the fame of leading in his line in the trade of the community. textit{He has come to realize that the buyer is entitled to know the truth about the goods which are off...
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