Daniel Starch - Principles of Advertising (1923)

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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
Two common conceptions with regard to advertising which are held by a considerable number of people are that enormously large sums of money are expended for it, and that much of this expenditure is an economic waste.

Daniel Starch
Advertising as the printed form of selling would seem... ultimately to be justified in so far as it serves as a means of increasing legitimate human wants, as an agency of fair and economic competition in the distribution of goods, and as a stimulant to social progress.

Daniel Starch
The business of the advertiser or the seller is not to create fundamentally new desires. That is not necessary and really cannot be done. Man already has certain desires present from birth, which are a part of his fundamental make-up. All that a seller can do is to direct these desires in certain directions, or stimulate them to action, or show by what new ways an old desire may be satisfied.

Daniel Starch
Lying and cheating in advertising, in the long run, are commercial suicide. Dishonesty in advertising destroys not only confidence in advertising, but also in the medium which carries the dishonest advertisement.... No one can be ill in a community without endangering others; no advertiser can be dishonest without casting suspicion upon others.

Daniel Starch
Such exaggerations have been so common that the public takes them with a grain of salt and partly excuses them as being due to the advertiser's license of self-assertiveness. Nevertheless, the fact remains that superlative generalities are weak arguments and far less convincing than a statement of facts. Much advertising copy would be improved immensely by doing away with brag and substituting actual facts about the merits of the article.

Daniel Starch
Critics of advertising usually forget that if it were eliminated or abolished, other methods would necessarily be substituted for it. If you abolished the advertising of hats, either by law or by common agreement, the same manufacturers would resort to other methods of competition in personal salesmanship to a corresponding extent. This might be and probably would be a still more costly means to attain the same ends that are accomplished through printed publicity.

Daniel Starch
Examples of exaggeration can be found in almost any advertising medium. The use of the superlative is altogether too prevalent. 'The finest,' 'the best,' 'the greatest,' 'the purest,' 'the most economical,' and so on ad infinitum, are hurled at the public everywhere. Surely not all products of the sme class can be the best or the finest.

Daniel Starch