What the American Association of Advertising Agencies Does to Make Advertising Scientifically More Effective

own trade, but these are the exception. The great mass of retailers carry articles in stock which are made by others by processes and of ingredients concerning which they have no real knowledge. This situation came into existence only a relatively short time ago. There was a time when the word connoted a maker and not a repairer of shoes. The shoemaker selected and bought his materials and completed all the processes of shoemaking himself, with the expert knowledge of a craftsman. He could speak from experience regarding materials and workmanship when inquiries were raised by intending buyers. His trade interest extended beyond the immediate profit from a sale; his standing as a craftsman was always at stake. His customers were known to him personally, and they had to come to his store to obtain goods of his make. The number of types or styles he sold was small and their distribution was limited

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• Truth in advertising

  Open Access•Daniel Navon•Theory and Society•2017

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