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JACK R. MOORE
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104 GOLDEN GATE AVE.
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Short Talks on
.Advertising
Prepared by the
B11rea11 of Ruearch and Ed11cation
Advertising Federation of America
Culture on the Payroll
Number 5
14
COIN
MACHINE
REVIEW
Contrary to the impression among
many scholars, culture in this world is
absolutely dependent upon economic
prosperity. It was no accident that the
Periclean Age came at a time when an-
cient Greece was very prosperous and
had established a thousand trading
posts in all parts of the civilized world.
When her commercial prosperity died
out, the culture of Greece was at an end,
too.
The great Augustan period of Roman
literature flowered when the Roman Em-
pire enjoyed its peak of commercial
prosperity and collapsed when the eco-
nomic system collapsed. The same was
true with the Italian Renaissance, that
golden period of art and culture. When
material riches of business failed to sus-
tain it, the creative period of culture
was at an end. After all, artists must eat
and must have leisure time to do their
work.
At every age in history it was the
material wealth of industry that stim-
ulated and supported cultural pursuits.
As a result, culture today is most wide-
SAN FRANCISCO, CALIF.
~
spread in those lands where industry
is most productive. America has been
fortunate in this respect, due to our
highly efficient business system with
its mass production and modern adver-
tising.
In the United States we have had 150
years of unparalleled :productivity. With
only 7 per cent of the world's population
living here, we have produced one-half
of all the wealth on this globe. That is
why, in these same 150 years, we ·have
been able to build more schools and
colleges than all the rest of the world
combined. Culture in America is a
thing for the masses. Over 30,000,000 stu-
dents are registered in our educational
institutions.
Among the greatest media for dis-
seminating culture in this country are
newspapers, magazines, and radio, in
all of which we lead the world. The
combined circulation of the 13,000 peri-
odicals and newspapers included in
the Census is over 300,000,000-nearly
ten for every family. There are 700
broadcasting stations in the United
States and 80 per cent of all families
own radios.
These great instruments of education
and culture in our country are suppor-
ted chiefly by revenue from advertising.
The amount readers pay for most news-
papers and magazines represents only
a portion of their actual cost, and for
radio broadcasts we pay nothing at all.
Thus the very finest in literature, art,
and music is provided for the people
without cost, as a by-product of the
efficient working of our commercial
system.
Advertising does much more for cul-
ture besides supporting the bulk of our
printed publications and radio broad-
cas·ts. Our entire economic prosperity
is Jinked up with advertising, which is
an indispensable part of the important
process of large-scale selling without
which our modern industries could not
operate and could not support present-
day cultural activities . Advertising helps
to bring down the cost of the things
necessary to a civilized existence and
popularizes culture itself.
BRODI Miniature Slot Machine
with instructions. $ 1.00 cash w ith orde r
HOWARD SALES CO.
223 S. 13t h St.
OMAHA , NEBR.
In many ways, advertising subsidizes
education for the masses and stimulates
people with the necessary desire to
attain a higher level of culture.
e
COPYRIGHT 1938,
ADVERTISING FEDERATION OF AMERICA
Su,n,ne1-
Speci1LIJ
Buy with complete confidence
at the REVIEW'S new Gift
Shop. All merchand ise guaran-
teed to please you or you r mon-
ey refunded. Everything shipped
prepaid and safe delivery as-
sured. Many of the items below
are exclusive with us. Join t he
dozens that purchased fro m our
ad last month . . . with NOT
ONE SINGLE DISSATISFIED
CUSTOMER. You must be sat-
isfi ed with these items and we
assume all risks .
POLAROID SUN
GLASSES. You
read about them in FORTUNE and
LIFE. The ONLY sun glass that will
positively eliminate glare. Your mon-
ey back if they don 't surpass any
glass yo u've -ever examined. In neat
leather case. State whether large or
sma II size. . ................................... $1. 95
LEATHER MEMO APPOINTMENT
BOOK. Memo pad mounted on one
side and address index on other.
Beautiful simulated leather, hand
tooled designs. Pads replaceable. In
rich brown for men and exquisite
oyster white for ladies ........ ea. $1 .25
HAND MADE NECKTIES. Made in
Hollywood. Exclusive with us . All
new spring and summer shades. Re-
versible type . . . same on both sides.
A $1.50 value 60c ea., or 6 for $3.50
Tell us your color preferences. Our
selection must please you or your
money back.
IMPORTED
BELGIUM
GLASSES.
Exquisitely turned. Weighted bot-
toms. 8 in set and each a different
color. Crystal clear. Set of 8 12-oz.
glasses $3.50. Set of 8 10-oz.
glasses .......................................... $2.75
DRINK MUDDLERS. A party riot.
Hand turned muddlers. Lay them in
a bright light. Shadows cast reveal
a nude male and female. A surprise
se nsation everywhere shown. We 've
so ld three dozen of these sets in the
past month . Per set.. .................. $2.25
KEY CHAINS. Rhodium plated. Snap
key ring makes additions and remov-
als easy. In lovely gift box. White or
yel low gold .................................... $1.00
HAND PAINTED WOODEN DRINK
COASTERS. 4 in set, bright colors
on natural finished woo d . Raw silk
cocktail napkins, in contrasting colors,
complete the set, nicely wrapped in
cellophane. Set.. .......................... $1 .00
•
REM E MB ER -
YOU MUST BE
PLEASED OR YOUR MONEY WILL
BE PROMPTLY REFUNDED
•
The Little . Gift Shop
11 15 VENICE BOULEVARD
LOS ANGELES, CALIF.
•
Owned a nd Operated by the
COIN MACHINE REVIEW
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