quality of men that make up that organization and the quality of service they would expect convinces me it would be an educative experience to co-operate with that firm. The product-attributes of their Ginger Cubes fill me with enthusiasm, and I feel that if they were our clients we could work for them as personal friends, and not in any cold-blooded businesslike fashion."
That is the way we want you, Mr. Ribstone, to feel towards our organization.
It is not our desire to merely build a number of advertisements which may be combined together in a more or less connected series by some such device as art treatment. Art is all very well as a hand-maiden of advertising, but for a monumental campaign you need the inspiration of a Big Idea, a genuinely dominating thought that will clarionize every piece of copy and tie the whole together in a culminating increment of public consciousness.
Advertising is either Product-Advertising or Institutional-Advertising. The functions of the first are obvious—
- A. Function is to sell product
- B. Means of accomplishment are
- (1) Directly presenting the product to the market
- (2) Urging the market to accept the product
But Institutional-Advertising is far more psychological. Here enters the supreme function of the merchandising arts, to create consumer "good-will." This may be defined as encouraging consumer-benevolence, that is, educating the public to a sense of subjective interest in the entire business, and a conscious awareness of benefit therefrom. A feeling
30
