Automatic Age

March, 1931
A u t o m a t ic A ge
13
confronts the emotions, not logic. A man’s
emotions determine that he wants to do some­
thing; and after that he uses his logic to
Justify it. That is the basic thing on which
advertising is fixed. By the law of sua­
sion you can get people to do things favor­
'll le to you and of benefit to themselves.
Now that is precisely what advertising
would do for you.
Now if you want the general public to
ave an impression of your industry, the
impression that they have is precisely what
you give to them. It isn’t arrived at by any
process of logic of their own, by any think-
of the subject out; it is determined by
exactly what you tell them. It is determined
y the way you conduct your industry and
ow well you make that known as an in-
*vi ual is known for his personality, things
6 ° 00S€S to do. And his standing in the
^ommunity is assured when those things
^ecome^ known and talked about, and vice
if the things he des are not sound
Js ack of standing in the community is as­
sured.
^ Now with the facts before the public, we
and £et the proper °Pinion of your industry
th W. ^ n 1 say
proper opinion I mean
• 6 °Plni°n that it should have of any legit­
im
industry, and if your industry is not
Si imate there are going to be enough peo-
e an-d enough force of opinion to stop it.
th0,f i now as wel1 as 1 do- The very fact
a here on this platform this morning you
r iscussed freely the detrimental parts
you ° ^ r in h U ave
up your minds that you
you 6 p ° ^ ean h °use- I understand from
r Resident in a direct question that you
v« already started in that direction.
m ^ he ready acceptance of the idea of auto-
a a 10 yending by coin operated machines as
service to the public and a revenue pro-
infCGr
merchants will be brought by
jo 0ri^ed public opinion. That public opin-
wh Ilk 111 gradual]y grow- It: is a matter of
acce er or not your industry wants to
beiTfi 1^ 6
op^ on with consequent
gtneits to yourselves and incidental bene-
lic* as ^ar as you are concerned to the pub-
isri’t
^now as we^ as * do ^ a t
o
a M for anyone manufacturer or one
^ erator or group of manufacturers or
in operators. It is a job for the entire
Ustry> embracing all the manufacturers
© International Arcade Museum
A new type of salesman for Targets and
Whiz Ball machines exhibited by the Empire
Coin Machine Machine Co., New York.
that care to come in and should come in and
all the operators all over the country. It
is one of the prime reasons as a matter of
fact for the existence of an association,
whether it be this one or one that grows out
of the discussion.
Now you realize as well as I do that you
in your industry compete with other indus­
tries. You compete for the same nickels,
same dimes, and same dollars. Whether you
recognize it or not you are competing
with the automobile manufacturer, with the
chain stores, five and ten cent stores; you are
competing with everybody that has some­
thing to sell to the people that have the
same dollar in which you want to share.
Those people are influencing public opinion
in their favor. You find a person in the
position where he has money to spend and
a decision to make. The hardest thing any
human does is to make a decision. That is
why they find advertising very much to
their benefit, because they find decisions
p re-made for them. And if you have edu­
cated the public to the fact that it is bene­
ficial to use the service or the amusements
or the merchandise that comes to them in
automatic vending machines, then you have
done the biggest psychological thing you
can do to accelerate your industry and it is
beyond anyone of you individually.
Another thing that occurs to me is that
you people may feel you will get too many
operators or too many manufacturers. Don’t
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