Advertising is for selling

William Hesse
Acting President, 4A's

Today, July 5, 1978, in Portland, Oregon, Ladies and Gentlemen, I went through my customary morning routine.

Brushed my teeth with Stripe toothpaste, took a leisurely shave with Burma-Shave, put on my Abercrombie & Fitch shirt and tie, Robert Hall suit and Corfam shoes in jiffy time.

Now, of course, I didn't really do what I just indicated. I couldn't have. As you probably know, none of those products I mentioned—not a single one of them—is around any more. They all expired despite the expenditure of millions of dollars on advertising, which should—but somehow never has—put to rest the thought about advertising's mystical, magical, irresistible powers. And also put to rest the arguments about how advertising creates social patterns and manipulates the American public into buying whatever business decides to put on the market.