Advertising will in the future world become gradually more and more intelligent in tone. It will seek to influence demand by argument instead of clamor, a tendency already more apparent every year. Cheap attention-calling tricks and clap-trap will be wholly replaced, as they are already being greatly replaced, by serious exposition; and advertisements, instead of being mere repetitions of stale catch-words, will be made interesting and informative, so that they will be welcomed instead of being shunned; and it will be just as suicidal for a manufacturer to publish silly or fallacious claims to notoriety as for a shopkeeper of the present day to seek custom by telling lies to his customers.
T. Baron Russell, A Hundred Years Hence, 1906
100 years later, is anyone really hearing this message? If your game plan is to shout meaningless phrases at the masses, and hope it attracts just enough to stay in business… well, the end is near.
If your advertising copy contains the words “your _____ headquarters” or “for all your _______ needs” – please seek help immediately.
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