Introducing Adventurers and Advertising men

Adventurer

Our distinguished guest has spent a great deal of time seeking adventure-not the adventures of a man who meets an old flame and has money to burn, but the kind of bold undertaking that brought Columbus to our shores and General Lindbergh to Le Bourget.

Our friend’s yen to learn about the unknown has led him to far away places, including the frozen reaches of the land of long shadows.

His “ice bound” experiences can stop a Texan in his tracks. He tells of a country so cold that you can’t blow out the frozen flame of a candle-and regions so frigid that talk comes out in icicles. They fry them to find out what the conversation is about. But before we get too warmed up about his chosen, frozen field, May I Present. . . .

Advertising men

The ad man is a mixture of business sense and creative art. His first job is to sell the seller on the fact that advertising pays. That requires business acumen. Then he must induce the public to buy what the seller has to offer. That demands creative ability. Blending the two makes for confusion in profusion!

We hate to spring that old mouse trap again that “it pays to advertise”, but how would you know that something is better built if nobody opened his trap about it? Even a lovelorn lady learned that it pays to advertise when she hung her mistletoe in the window. A theatre sign for “Adults Only” advertises the sin in cinema-and packs in the patrons. Doing business without advertising is like winking at a girl in the dark. You know what you’re doing-but does she?

We don’t buy a new car with each new model-most of us make the old one do. We weren’t born with a burning desire for colored TV or electrical appliances-but we’ve been “advertised” into thinking of them as essentials. Why do Americans have so many more material things? Because somebody trained us to expect them as our just due. Our ad men are responsible-in building up the demand they built up a business that grosses over 8 billion through papers and magazines, over the air waves, by outdoor signs, through mailing campaigns, and point-of-purchase promotion in store windows and on counter charts-so you can’t drag the kids by without stopping to buy.

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