A word that i is ‘frequently misused is “optimism.” a
A man engaged i in any business whatsoever who.
looks for success, without exercising his faculties ...
to achieve that end, is not an optimist, ‘but a fool.

‘Two things make advertising —
| almost a synonym for optimism.
One is ‘that the | advertiser who
would. be. successful must: be an
optimist. The other ‘is that. when ..
an advertiser loses his optimism: he
generally concels his advertising, .

“Business. is rotten,” etelsinns
_the manufacturer, -and forthwith
orders all: his’ advertising stopped,
little realizing that his own ‘action —
is one of the principal catises . that
4 makes business rotten.

- “Cancelling advertising i is so easy ~

that. it-is nearly always the first’
“step toward retrenchment. The
matter is seldom. decided on’ its’

. merits. ‘It is, impulse. Advertising’
> must, bern expense, the. advertiser
"- peasons. “Therefore to cut ‘it off

nes eflects a'saving,

> The: stoppage of. advertising in in:

“times of stress’ and change has, two,

“y bad effects ‘upon ‘the business in-
| ‘volved, It tums off immediately. a.
: “method of securing new’ business -

3 and: holding: old business. In addi-

tion to that, it advertises the pessi-__

-mistic-v views 0 of the advertiser, and.
therefore spreads his own lack of:

faith in. himself, his. country, his.

goods, and the future to other bus-
ness 5 men who are perhaps ‘on-the
verge. of doing the. same thing.

Without i in any way. minimizing
the. crisis which the world is now
facing, . without ignoring | ‘the. fact
that a long, expensive war in Eur-
ope will result in a. great deteriora,
tion of values and a tremendous
_ Adjustment cof. finance and’ com-
merce when: itis over, there is nev-
- ertheless sufficient ground for be-
. lieving. that this country. is going
“on, that the manufacture. and con: :
~"gamption of goods will continue, |
and that the ‘manufacturers’ who:
“are enterprising, farsighted. and.

“existing and new “markets and to.

th. _ posh, their business. as ‘they would,

“in ordinary times, are. going to be

BO. on ae Tt cannot wait until