ADVERTISING: Kick in the Pants

What does the consumer think about advertising? Nobody was quite sure. To find out, the Committee on Consumer Relations in Advertising, Inc., sponsored by advertising agencies, publishers and radio networks, questioned 2,000 consumers. The answers, published last week, were both a pat on the back and a hard kick in the pants for advertising men.

The consumers voted overwhelmingly that advertising is a necessary part of the U.S. economic system. A majority thought ads interesting, although too emotional and not factual enough. Only 17% thought advertising prose "silly." But more than half thought advertising was often in...

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