Judge — February 21, 1931 — page 21: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

waite asciiniinastcli DANDY HANDY CANDY BARS, Inc. Inter-Office Mem Orv From: R I uave been reading a book on psychol- ogy and was surprised to see that you intend to use trolley car advertising. What I mean is, impressions formed in childhood often have a lasting effect. For example, I do not like oysters for that reason. Now the point is many children have a tendency to become sort of sick riding on trolley cars. This is bad be- cause we do not want Dandy Handy Candy Bar ear cards to be staring sick children in the face as it will turn them inst us. Not only is this important uuse the kiddies’ are large Dandy ndy Candy Bar consumers but as the twig is bent so grows the man and we do not want anyone growing up to be made sick by the thought of Dandy Handy Candy Bars. Do you check with me on this? tion requested on ads. Orvitte Munix DANDY HANDY CANDY BARS, Inc. Inter-Office Memo. From: D. Loth, Treas. To: J. A. Tishweiler. Re: Advertising Copy. receiving your request for sug- tions on the advertising campaign, my wife and I have taken the proofs and let them get into our blood, become part of our consciousness. And I can safely say that I think there is only one thing wrong. It is in those ads that say, “Reach for a Dandy Handy Candy Bar instead of a cigarette.” As my wife pointed out to me, and I think you will agree as I did, this is bad etiquette. Chil- dren are taught it is impolite to reach. Therefore we would suggest that the line be changed to read, “Say, kindly pass me Handy Candy Bar instead of a .” This will indicate that our product moves in the better circles. Yours for the upward trend. D. Lorn DANDY Memo. From: I, Mindling, Vice Pres. To: J. A. Tishweiler. Re: New Advertising. Wie my reaction to the you gave us to criticize and check on was f ble, my nephew, who is studying creative advertising at night school, feels it could be improved. His (Continued on page 31) vertising comicbooks.com