Casper Daily Tribune Newspaper, May 23, 1925, Page 8

PAGE EIGHT The Casper ay Crivune = Herbert Hoover — on Advertising “There was a time when advertising had about the same economic and moral status as the barker outside the circus tent But it has found itself a most serious purpose. The older economist taught the essential influ- ences of ‘‘wish,” “‘want”’ and ‘“‘desire” as mo- tive forces in economic progress. You have taken over the job of creating desire. You have still another job—creating good will in or- der to make desire stand hitched. In economics the torments of desire in turn cre- ate demand, and from demand we create pro- duction, and thence around the cycle we land with increased standards of living. No matter how fine an addition to human comfort or pleasure a given article or service may be, unless there is a diffusion of knowl- edge and information with respect to it, it will not itself become quickly accepted and incor- porated into our standards of living: Our standards of living are much higher today than they would have biel were it not for the part played by advertising. These standards of living are sort of built upon layers. The lower layers are the plainest— food, clothing, shelter. Primeval Nature her- self stirs up enough emotions through hunger, cold and storms to keep ‘‘desire’”’ vividly ac- tive in this end of the scale of living. The moment we have got beyond this stimulus the advertiser has full swing in stimulating “desire” for better food, better clothing, bet- ter shelter, entertainment and so on over the whole range of the ten thousand and one things that go to make up superimposed layers of rising living standards. These upper layers of rising living standards have been added to; widened, and become more general because of advertising,” ae Renae, "i A a Before the Races Advertising Clubs of the World | SATURDAY, MAY 23, 1925 ~ ewe ey a ee , .