The Guide

Gee whiz, we're eggheads

The letter from the Coral Gables Times said, "We are inviting your firm to explain the function of advertising as you see it." Gee whiz, we thought. Just because we've been in the advertising agency business a long time, they think we're eggheads. Well, shucks, ahem, blush, maybe we are at that. However, our 'explanations' didn't come out very eggheady. We guess about all they do is tell you what advertising does for people.... Egghead #1: "Look at my new suit. Note the conservative dun shade, the classy cut, the perfect fit. Feel the goods. Guess how much. Nope, only twenty-five bucks. Special end-of-season sale at a good store. I read about it in their ad. (In the Times, of course.)" Egghead #2: "Florida had a wonderful climate in 1920. Population was 1,000,000. Florida still has the same climate. But population is 5,000,000. What happened? Folks found out about Florida (and Coral Gables). Mostly from ads." Egghead #3: "Some of my teeth are full of gold. Others are stuffed with gray-looking base metals. My dentist drives a Cadillac. But my kids' teeth are going to be solid teeth. Practically holeless. They brush (or else!) with that well-advertised no-cavity toothpaste endorsed by dentists who evidently consider 'Caddys' ostentations." Egghead #4: "We live in a beautiful brand new house in a slick 'country club' community that wasn't even there last year. The monthly payments aren't much more than it was costing us in repairs to keep our old house from falling apart. How'd it happen? We read about the deal in an ad, looked, signed, and started right in living happily ever after." Egghead #5: "Neighbor couple had always dreamed of a trip to Europe. Figured they couldn't afford it. Read one of those 'go now — pay later' ads. Went, and took their movie camera. Now we see Europe, hear Europe and eat Europe over at their house. We can't decide whether to skip Spain or Sweden. But we've agreed on London, Paris and Rome. Leaving in March." Perhaps these five paragraphs of "people talk" say more than you may think about the function of advertising. They say that advertising helps to make whole new cities overnight. Multiplies a state by five in 40 years. Brings priceless benefits to millions in months. Saves people money. Gives people a bigger, richer, brighter world. Helps people live better, learn more, see more, live longer. Shows people how to have more, do more for their families, do more for themselves. Advertising makes things happen — good things. We'd hate to live in a world stagnant for lack of the dynamic force of advertising. As professional advertising people we know we're helping the world move — and move in the right direction. BEVIS ASSOCIATES, ADVERTISING INGRAHAM BUILDING, MIAMI