In its highest form an advertisement of this kind rises to the plane of the- political pamphlets of the early days of the republic into which went some of the best thought and writing power of the day. To be sure, the modern advertisement must differ in form, method and expression, but the same judg ment and knowledge of facts and conditions must be employed in preparing the copy.
It is indeed a significant sign to see political parties using the business man's methods of stimulating inter est, holding attention, creating confidence and getting support of the public. Such methods will have as beneficial an effect upon political parties, their pro grams and methods as it has had upon the manufac turer of trade-marked articles and upon corporation policies. Publicity tends to make men, parties and Corporations live up to their best intentions and keep up the quality of their output. The many advertise ments that appeared during the presidential cam paign of 1916 in the national advertising mediums, as well as in the local papers, explaining the plat form on which candidates for office were taking their stand is sufficient evidence of the high place which this method has attained in the mind of the public.
10. Legislative purpose.—One of the best illustra tions of advertising to mold public opinion is seen in the advertisement of the Youngstown Sheet and Tube Company. There is not the slightest reference to the company's product except in the name itself and no attempt is made to make sales. The adver tisement ties both the illustration and the headline to the public interest of the moment. Its arguments progress logically, its statements are concise and im portant ideas are emphasized. Furthermore, altho frankly acknowledging its •own particular bias, the company never in a single word suggests any ulterior motive in its advertisement. It is quite evident that this company took into consideration the first princi ple of writing copy of this kind, the existing state of the public mind toward corporations and their re lations to politics. The American public today wants more publicity in connection with company policies. The last two paragraphs of the Youngstown adver tisement shows the company's reliance upon this prin ciple.
To remove the tariff from the domain of politics will demand the active interest of every good citi zen, together with serious consideration of the great problems involved. Opposition will come from selfishness and lack of understanding. If it is met by earnest interest and the enthusiasm inspired by a sense of patriotic duty, it may be overcome.
If we have contributed in any degree to the proper solution of this, one of the greatest prob lems ever confronting the American people, the pur pose of this announcement is fulfilled.
The Bethlehem Steel Company used another method to present its policies. This company em ployed a series•of newspaper advertisements, one of which is here shown.
H. Directing public sentiment.—A slightly differ ent application of the Same principle is frequently used by concerns which_find themselves in a business situation so extraordinary that their policy for the fu ture, while based on sound practice, might turn pub lic sentiment against them.
An illustration of of advertising for the purpose of directing public sentiment may be found in the announcements of the anthracite coal opera tors in the early part of 1916. It was decided to ac qbaint anthracite coal users with the vital conditions of the industry, as well as with the social and work ing conditions of the army of employes engaged in the operation of the mines. That the operators deemed it wise advertising to give the full facts in the situation is shown by the following: The operation of the anthracite mines of Penn sylvania represents an investment of upwards of $275,000,000 in plant and equipment, in addition to the value of the coal lands leased by the oper . . .
The average returns are entirely too small to meet the increased cost of additional compensation to miners, or substantial changes in conditions of employment, without a consequent increase in the price of coal to the consumer. . . . We believe that the users of anthracite coal are vitally interested in the readjustment on April 1, 1916, of the rela tions between the operators and the miners.