Page:The Science of Advertising (1910).djvu/68

64 demand the best and make only what should be demanded.

The advertisement is the link between the maker and the user which not only (1) bridges the distance between them and (2) closes the mental gap between the man who progressed in making and the man who has not yet learned to use; but (3) it directly links the maker with the consumer in his responsibility for and identity with the goods which are made and used.

In America we believe that the people should select. And advertising is the direct primary of the people. Through advertising the people need not take the selections others make for them; they can take into their own hands the choice and determination of our commodities.

Sometimes of course the people will select poorly; but by exercising selection—intelligent, educated selection more and more—they will certainly arrive at selecting better goods for themselves than anyone could select for them. And exercising their prerogative of directly selecting, they will develop, through our advertising, not only the highest type of products, but also the best class of consumers.