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give reports of financial conditions in distant cities and countries.68 One of the most important uses to which the advertisement has been put has been that of combating crime,69 and in sharp contrast, is the use of the advertisement in simplifying the choos ing of Christmas gifts.70 The beneficial effects that “ advertising good works” would

have on the general body of public officials have been ably pre sented through the press," while the advertisement plays a large

part to -day in all welfare work .72 Itmust be evident that scarcely a single field of human thought

or activity has not been entered by the advertiser,73 and that the of estates, indicated by citations from court decisions why they were or were not legally liable for losses sustained, and explained how these losses

to estates, to executors, or to administrators could have been avoided. The Harriman National Bank has advertised the benefits of life insurance as a credit factor, has recognized the increasing importance of women in the

field of business by making a special feature of women 's accounts, and advertises the reasons why it advertises. 68 A single issue of a New York daily advertised reports from seven Canadian banks and from twenty -five different banks of Albany, Buffalo ,

- New York Evening Post, November 25, 1916. Another daily advertises that of the sixty - three statements published

in response to the last call of the State Superintendent of Banks, it has published forty -three, while the next New York paper published thirteen.

New York Times, December 3, 1916. 69 A campaign for this object was begun in New York City in 1916 and was placed in charge of the Advertising Club. Advertising was to be the

sole medium of the crusade. — Daily press, December, 1916. 70 " The Gift- Plan Bureau . I. You ask the Bureau to inquire of a definite the information, keeping your name secret. 3 . This Person tells the Bureau

what gifts are desired by listing them on the form sent by the Bureau. 4 . The Bureau then tells You when the list is returned what are the desired

gifts. " — New York Evening Post, December 4, 1916 . — The success of the plan was apparently not sufficient to justify its repetition in subsequent years.

71 “ Many a worthy and deserving and able public official has failed

because he did not get his case across to the public through thenewspapers.” - Fire Commissioner Adamson (New York City), cited by the New York Tribune, June 16, 1916. The Tribune adds: “ Is it not about time to stop

laying all the blameon the poor voter for his lack of interest and turn our attention toward making politics as direct and forceful and appealing as,

say, a box score or the automobile advertisements? ”

72 See report of conference on Publicity and Public Welfare, by G. French, L. S. Richard, W. C. Freeman, and A. W. McCann, Sagamore Sociological Conference, 1912.

73 The medical code of ethics as yet prevents advertising by reputable physicians. But with the elimination of advertisements of fake doctors and