, insure a wage for fathers so that
they won't have to take their young
daughters out of school and put them
to work to help support the family.
Yes, we can drive the prostitute
under cover, we can drive her from
the streets, we can close up her place
of business, we can drive her out of
f public places but WHERE WILL
WE .DRIVE HER?
What door is open to her? Who'll
take her in? Who'll give her a job?
What's to become of her?
LETTER TO EDITOR
' THE HARM IN ADVERTISING
Friend Cochran: I will not apolo
gize for the manner of address, for I
feel that way. It is the effect one
gets from reading your One Man's
Opinions column. That feature alone
is worth the price. It makes a per
son want to number you among his
intimates. Personality is, after all,
the thing we are most interested in.
It can make or break any enterprise.
And you little expedition into virgin
territory, journalistically speaking,
needs everything in its equipment.
It's a rare adventure and you are to
be envied in the opportunity that has
There is a phase of the idea you
are pursuing, I believe, that has never
been touched upon. It renders your
policy a greater social value than even
the one adopted by Pearson's Maga
zine in the monthly field. -This period
ical has declared for editorial inde
pendence of advertising, but not
against advertising in itself. I believe
that social ethics will eventually de
mand this. ,,
This is my point Advertising by
its own confession exists for no other
reason than to "create a demand."
A demand for THINGS. People are
instilled with a feverish passion to
own things. They are brought to be
lieve that their happiness depends on
automobiles, electric washing ma
chines, graHd pianos or a new style
in dress and what-not else. All of
which are well enough in their way
and no doubt are valuable, but how
far they are from bringing happiness
only he knows who owns them all.
Possession of many and varied things
brings care and responsibility rather
than contentment. Things steal our
leisure and saddle us with duties. So
far is possession from happiness. But
the most torturing and stinging pain
that advertising is responsible for is
this false hunger for things that our
pocketbooks will never let us buy.
Here comes crime, vice and the enig
matic discontent of our social invest
tigators. Such, I believe, will soon be
seen to be the fruits of advertising.
Particularly, I think,Nare women
singled out for this attack. And it is
their aroused cravings that drive men
to desperate undertakings, drudgery,
and the both sexes to domestic un
happiness. The root of the whole matter is
that commerce has become a god
or devil, rather than the servant of
But I can see that I have mounted
the rostrum with a vengeance and I
had better quit before I have to crawl
out the back window. However, I
want to say it again, friend Cochran,
you have started one of the greatest
little movements toward real happi
ness and real living that I can at
this moment think of.
Advertise the desirability of eco
nomic independence, love, laughter
and play, in the good fresh air. You
have big odds agin you, but to use
the expression of our clergymen
friends to a war-bound regiment,
"You go with God." William Tren
beth, Evanston, III.
P. S. Perhaps it might add a little
humor to this screed to say that it is
advertising which furnishes me daily
bread to say nothing of meat and
Women concede the masterful man
all the superiority he wants and put
him to work for them.
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