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The advertisement is sometimes used as a means of “ getting even ” with business or political opponents, - a device not new. cious advertisements to set the Publick against this Magazine," and Vizetelly writes of the insertion of a spitefully worded adver

tisement in London morning papers of February 26, 1856 , in tended to injure the parliamentary prospects of Herbert Ingram .* To-day such advertisements do not pass unanswered but take on

a distinctly strophic and antistrophic character.34 The advertisement of churches and advertising campaigns to promote church attendance have not as yet met with universal

favor, and the proposal so to use the advertisement has given rise to the charge that the churches are becoming sensational and to heated discussion as to whether church advertising is

ethical. But it is significant of the dependence of the public on advertising, and therefore of the apparent necessity of using this means to secure a desired end, that each year apparently sees a more and more extensive use of advertisingby the churches , and that a conference on advertising as a means of stimulating church attendance was held in connection with the Convention of the Associated Advertising Clubs of the World in Philadelphia

in 1916 .35 The question of whether the churches shall advertise regrets that any one should have found in the foregoing advertisement anything derogatory to Mr. .. ." . “ Only the other week a big magazine refused to print an advertisement

which in its copy reflected upon the business methods of competitors of the advertiser, resisted a suit at law to maintain its position, and won '."

G. French, Report of Sagamore Sociological Conference, 1912. " . . . the Abgeordneten Fest, or dinner to the Liberal Members to be given at Cologne and here on Saturday and Sunday . The Government have forbidden it, and the newspapers are filled every day with letters of notice to this and that person , from the Cologne police authorities warning them not to attend , and the answers. Yesterday the Cologne Gazette , the chief

German paper, was seized, because it contained an advertisement to the effect that the dinner would still take place .” — Matthew Arnold, Letters,

I, 338.

33Glances Back Through Seventy Years, I, 424. 34 New York daily press, April, 1915; August, 1919 ; - illustrations are not infrequent.

35 It is interesting to note that in October, 1916, an advertising convention to promote church attendance was held in New Haven, Connecticut, under the joint auspices of the leading clergymen of the city and the Publicity

Club of the Chamber of Commerce.

In July, 1921, the press carried the statement that two important con