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ADVERTISING IS. "Advertising is the principal reason why the business man has come to inherit the earth.

." - James Randolph Adams, quoted in John P. Bradley, Leo F. Daniels & Thomas C. Jones, The International Dictionary of Thoughts, 1969, Chicago, IL: J. G. Ferguson Publishing Co., p. 12. "Advertising is of the very essence of democracy. An election goes on every minute of the business day across the counters of hundreds of thousands of stores and shops where the customers state their preferences and determine which manufacturer and which product shall be the leader today, and which shall lead tomorrow." - Bruce Barton (1955), chairman of BBDO, quoted in James B. Simpson, Contemporary Quotations, 1964, Binghamton, NY: VailBallou Press, p. 82. Advertising is the ability to sense, interpret. . . to put the very heart throbs of a business into type, paper and ink." - Leo Burnett, quoted by Joan Kufrin, Leo Burnett: Star Reacher(1995), Chicago, IL: Leo Burnett Company, Inc., p. 54. .. "Advertising may be described as the science of arresting the human intelligence long enough to get money from it." - Stephen Butler Leacock, quoted in Michael Jackman, Crowns Book of Political Quotations, 1982, New York: Crown Publishing Inc., p. 1. "Advertising is the greatest art form of the twentieth century." - Marshall McLuhan (1976), Canadian social scientist (quoted in Robert Andrews, The Routledge Dictionary of Quotations 1987, p. 5, London: Rout/edge & Kegan Paul). "Ads are the cave art of the twentieth century." - Marshall McLuhan, quoted in Robert I. Fitzhenry, The Fitzhenry & Whiteside Book of Quotations, 1993, Canada: Fitzhenry & Whiteside Limited, p. 19. "The simplest definition of advertising, and one that will probably meet the test of critical examination, is that advertising is selling in print." - Daniel Starch, Principles of Advertising, 1923, Chicago, IL: A. W. Shaw Company, p. 5. "Advertising is selling Twinkles to adults" -Donald R. Vance "Advertising is legalized lying." - H. G. Wells, quoted In Michael Jackman, Crown's Book of Political Quotations, 1982, New Yolk: Crown Publishing Inc., p. 2.


CONTEMPORARY ADVERTISING ASSIGNMENT 1 "Many a small thing has been made large by the right kind of advertising." Mark Twain. Read the following quotes carefully. Make your comments. (One page) Give these quotes to a person who is working in the field of advertising at least for five years. Register the comments of the ad professional. (One page) 1. Advertising is the 'official art' of the advanced industrial nations of the world. Its prime function is to provide information on goods and services; but it has become more and more involved in the manipulation of social values and attitudes, and less concerned with the communication of essential information about goods and services. In this respect it could be argued that advertising nowadays fulfills a function traditionally met by art or religion. (Key words: art, religion) 2. Advertising operates in the same way as myths in primitive societies. Like myth, advertising reinforces accepted modes of behaviour and acts as an anxiety-reducing mechanism resolving contradictions in a complex or confusing society. (Key word: myth) Advertising is a highly organized and professional system of magical inducements and satisfactions functionally very similar to magical systems in simpler societies but rather strangely co-existent with highly developed scientific technology. (Key words: magic, science)



The poem, Attack on the Ad-Man by A.S.J. Tessimond makes a strong case against advertising. He makes advertisers out to be fickle, cunning and prepared to compromise the truth. Read the first stanza of the poem. This trumpeter of nothingness, employed To keep our reason dull and null and void. This man of wind and froth and flux will sell The wares of any who reward him well. Praising whatever he is paid to praise. He hunts for ever-newer, smarter ways To make the gilt seem gold; the shoddy, silk: To cheat us legally: to bluff and bilk By methods which no jury can prevent Because the law's not broken, only bent.