Ring Lardner
The Morning Union/January 30, 1921
Several people has wrote to me lately complaining that they hasn’t been no new reforms suggested in the land of the free in the last couple of Wks, and it begins to look like the boys that takes care of our morals was loafing on the job and why didn’t I step in and give them some new idears to work on.
Well, I can name a whole lot of things that could stand a trip to the cleaners only you can’t expect to reform everything at once, and you half to pick out one to start in on so why not begin with the advertising business which some of my best friends is mixed up in it, but when the public welfare is conserned a man shouldn’t let personal feelings interfere. They’s plenty of room for a moral uplift amongst the boys and gals that writes our ads and a man don’t realize how much till you make a study of it like I done.
The way I come to get Interested in it was last fall when I was talking to a friend of mine that writes ads and I was telling him how hard it is to make both ends meet the other and he asked me why didn’t I try and write ads too which he says they was good money in it.
So I told him I couldn’t never be a ad writer because I haven’t got no imagination, so he says that is the last thing a man needs to write ads because when you write them now days for a first class consern they won’t let you tell nothing but the truth about their goods and further and more if you don’t tell the truth the high class magazines won’t print the ads.
So I says do you mean to say that all the ads you read in the magazines is nothing but facts, and he says you bet they are and I will give you a dollar for every miss statement you find in them so I asked him what he considered was the high class magazines and he named a few of them and I bought them and when I didn’t have nothing else to do I looked through them at the ads. Well friends, if I had of tooken this bird up on his offer he could of paid his sir tax with the change from a ruble.
One of the first ads I run acrost was a ad of a cold cream and the people that makes it is A. No. 1 and O. K. but here is how the ad started out.
Most of us can remember when our mothers or grand mothers on retiring used to take with them to their rooms a saucer of fresh cream.
Well personly I didn’t remember no such a thing but I wanted to make it a fair test so I chose 10 people at random and says to. them one at a time:
“Can you remember when your mother or grand mother on retiring used to take with them to their room a saucer of fresh cream?”
Six out of the 10 replied with the short and ugly word “no!” Three of them give me a dirty look and the other says:
“I have heard that, one!”
Investigating Further.
I come to a ad of a winter top for cars that for all as I know it may be a good winter top, but the ad says: “Bad weather is the time you need your car most.”
So I asked 4 guys when they needed their car most and 3 of them says in summer when its the golf season and the other one says whenever it’s laid up in the garage. And wile we are talking about automobile accessorys, they was another ad that said:
“Every owner wants his gold initials on side door of his automobile.”
I made inquirys about this from 3 birds that owns cars and couldn’t get a civil answer out of none of them.
Then they was a ad that said:
“No gift from a father to a son could be more sensible than a razor.”
I didn’t halt to make no inquirys about that as I have got 4 sons of my own and its just a question in my mind whether it would be more sensible to give them a razor or lock them up in a room with a mad dog.
And speaking about razors they was a shaving cream that they claimed made shaving a pleasure, but I will bet that even when the men that makes it and gets it for nothing, I bet when they are through their work and out for a good time they don’t run home and shave themselfs all the evening or they don’t never think of spending their vacation removeing thir wiskers with this here cream.
Another ad sung the praises of a certain mince meat and it said down at the bottom “Thursday is pie day and as such is observed nationally.”
Well friends how many of you gets every Thursday off or tends church services once a wk. in honor of mince meat and how many of you goes around all day Thursday saying, “Merry Pie Day,” to your friends?
“Cleanliness brings happiness and good cheer” is another bold statement which it looks like it was open to question.
For inst. I got 4 people right here in the house that ain’t happy if they ain’t dirty, and just the idear of getting cleaned up is enough to send then into a tantrums.
Then I come acrost 2 ads of musical instruments one of which I happen to know about personly myself. It says:
“You can double your income, your pleasure and your popularity with a saxaphone.” Well one of them things was give to me 2 yrs. ago and so far my income ain’t nowheres near double,. and in the second place I can enjoy a good show or a fight just as much or even more so if I leave my saxaphone home, and as far as popularity is conserned I kind of feel like maybe we would have more callers if we traded this elegant instrument for a couple bottles of Scotch.
Ukelele Player Lonesome.
The other ad said:
“If you can play quaint dreamy Hawaiian music or latest songs on the ukelele you will be wanted everywhere.”
Well, I know a bird that can do that little thing and I can name 100 places he ain’t wanted, to none where he is wanted, and if the mail man didn’t have nothing to do but deliver this guy’s invitations they would lock him up as vagrant.
And another one was the washing machine ad.
It says:
“For a mother, young or old, no gift could be better proof of thoughtful affection.”
I know mothers both young and old that if you handed them any kind of a washing machine they would show their appreciation of your thoughtful affection with a wallop in the jaw.
Those is only a few samples but they are enough to convince me that the advertising game is far from pure and I don’t see why the lords day alliance or somebody don’t get busy and not only make these guys tell the truth about their goods but make them tell the whole truth.
For inst., if they are advertising say the Perfect Cord Tire, why let their ad read:
“The Perfect Cord sells for $70 and it’s pretty near as good as a $75 tire. It is a non-skid tire when the car is standing still on a dry road and it don’t hardly ever get a puncture unless you run over a mall or something. The Perfect Tire is guaranteed for 6000 miles which means that if one of them blows out when you haven’t only drove it 1000 miles, why take it to one of our agents and try to get a new one.”
Or if they was advertising a car itself:
“The price of the Echo Six complete is $1685 F. O. B. Albany, meaning that if you live way off somewheres like Utica the chassis won’t only cost you $1750 and then all as you half to buy is a body and a steering wheel and a couple spare tires. The 7 passenger model has room for 3 grown ups and a weasel. The Echo don’t need no patent safety locking device. Her looks is her protection.”
That is the way to make them advertise, gents, and when you get a system like that working, they won’t be no more pitifull cases like the poor sap I spoke of that went and learned how to play quaint dreamy Hawaiian music on a ukulele and there’s only one place he is ever asked to go.