Life, 1922-12-21 · page 2 of 42
Life — December 21, 1922 — page 2: what you’re looking at
What you’re looking at
This page contains no cartoon or satirical illustration. Instead, it's a serious argumentative essay titled "A Business Motive Power" advocating for advertising as a legitimate business tool. The piece compares advertising to industrial machinery: just as manufacturers adopt labor-saving equipment for efficiency, businesses should invest in advertising. The author argues advertising shouldn't be dismissed as frivolous but recognized as essential to competitive success—reducing costs, improving profits, and supporting good sales practices. Notably, the essay was "published in co-operation with The American Association of Advertising Agencies," indicating this is promotional content rather than Life magazine's typical satirical commentary. The page represents early 20th-century efforts to legitimize advertising as a respectable business practice.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Entered as Second Class Matter, Jure $, 1883; at the Post OMice at, New York, N. ¥., t the act of March 3d., 1879. Printed in Bethlehem, mond Class: matier “at ‘the. Post: Office at, Bethia cond Class matter at the Post Office Department, Canada, B PE, in the United States, England and the British Possessions, Lire: Published Weekly by Life Publishing Company at 998 Madison Avenue, New York, N.Y. Annual Subseription, Five Dollars, f 21. 1992 a Vol, “80, No, 2094. December 21," 1922 Gop yen TS a CHarLes DANA Ginson, Pres! A. Groxck B. Ricuanpson, "Vics: Present Le Roy MILLER, Treasurer F. PRovANDIE, Western Manager A Business Motive Power The time must come when all businesses will consider the ad- visability of adveitising in the same spirit that a manufacturer ponders over the advisability of adopting a new machine. One does not install a piece of labor- saving mechanism because it suits his fancy; but because the efficiency of the business re- quires it. He expects the new machine to reduce his cost to operate— perhaps to make a better prod- uct—and thus aid him in meet- ing competition and making larger profits. Advertising is exactly similar. The man who refuses to con- sider it as a possible expedient, simply shuts his eyes on one of the problems of his business. He might as well ignore the banks as sources of credit when he has need to borrow capital. On the other ‘hand, the man who looks to advertising to checkmate all weaknesses and shortcomings of his business and to carry it along to victory despite these, has a childlike faith in the miraculous. Advertising will not make his product or his service any bet- ter than they are; but it will bring him the full benefits of their merits. It will not elimi- nate wastefulness in his factory or his store; but it will reduce his cost to operate. It will not make illogical selling methods successful; but it will assist good selling methods, and often point the way for improving them. Advertising is the most in- expensive motive power that the manufacturer or merchant can buy today. It is a form of stimulus that brings excellent returns on the investment. [ Published in co-operation with The aoe | can Association of Advertising Agencies comicbooks.com