Page:The Science of Advertising (1910).djvu/63

Rh a great deal of money is dependent upon the article being as represented. That makes a practical bond of forfeit for the misrepresentation. But lying below all it means that the article is presented to you directly by advertising, because the manufacturer has chosen not to compete with those whose success lies most immediately in making an "attractive proposition" for other sellers of the article. It means that he has the user, not the next seller, most directly in mind. It means that he has chosen for his sales method not to depend upon your ignorance of his unidentified product, but to depend upon the qualities in his article which he dares to point out to you and for which he wishes to stand directly and personally responsible.

'''But the final and most far reaching effect of advertising is not that, industrially, it closes the gap of distance between producer and consumer; nor that, economically, it closes the gap between the amount able to be produced and consumed; nor that, socially, it merely closes the gap between the quality of goods which could be sold and should be demanded. Advertising is a part of the world's progress on far broader grounds.'''

For the world sweep of affairs today is toward democracy. The propulsion of affairs is from and toward the people. Direct is the word that