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Advertising is the bulwark on which many of our freedoms are built. Some of these Freedoms are as small as the choice of a tube of tooth paste, and some are as large as the exploration of outer space. However, large and small, they are the open gates through which we can constantly expand the scope of our lives.
Advertising makes possible the marketing of goods and services, encourages competition among businesses and assures the people of free countries a choice between competing products. As a result of this free competition advertising gives us freedom of enjoyment, because the makers of competing products must price their goods as low a minimum, people have money left for recreation and entertainment.
Advertising gives workers freedom from much exhausting physical and a greater choice of ways to earn a living. By increasing the demand for products, advertising makes mass production methods possible, necessitates the use of gigantic to carry tremendous weights and creates a market in which intelligent man hours are more vital to the economy than horse power.
Advertising also gives job holders security by sustaining a demand for products and giving financial stability to the company that makes them.
Most important of all, advertising gives us freedom of knowledge. It is true that every public means of communication in the United States is supported by the advertising it sells. But this does not make advertising an evil force. Without several thousand trade publications that cover individual segments of our industrial fields, manufacturers retailers might never learn of new products available for their stores and doctors would have to leave their patients and return to medical school in order to keep abreast of modern medical research.
The denunciation of pleasure-seeking is very rightly suspect for it is itself so often the seeking of the basest of pleasures. I mean the pleasure of being censorious in a word, But there are criticisms of modern pleasure-seeking which are not merely the scandal mongering of old women, which is a permanent temptation to men as they grow old. There are criticisms that rest on reasonable and eternal principles. And one of them, I think, is this-that so many modern pleasures aim at indiscriminate and incongruous combination. They are color that kill each other.
For instance, it is not greedy to enjoy a good dinner, any more than it is greedy to enjoy a good concert. But I do dinner and the concert at the same time. I say trying to enjoy them, for it is the mark of this sort of complex enjoyment that it cannot be enjoyed. The fashion of having very loud music during meals in restaurants and hotels seems to me a perfect example of this chaotic attempt to have everything at once and do everything at once. Eating and drinking and talking have gone together by a tradition as old as the world; but the entrance of this fourth factor only the other three.