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MR. L. L. POPE Mr. L. L. Pope, for twenty-one years with the Ohio Farmer and the Lawrence-Williams Co., of Cleveland, Ohio, sailed April 29 on the S. S. “Cretic" with a private party for a three months tour of Italy, Germany, Austria, Holland, Sweden, Norway, Great Britain and France. Mr. Pope's many friends will join with us in wishing him Bon Voyage.
The Transforming Power of Advertising.
What Twenty Years of Advertising of Live Stock
Products Has Done.
HE transforming power of
advertising has no better or more eloquent illustration than the change which has
been wrought through its employment in bringing into popular favor the products of the slaughter house.
Had the Genii of Advertising been requested to select the most unlikely and malodorous subject upon which to exert his magic power, where could he have found one that would seem to lay a heavier tax upon him than the Stock Yards of Chicago, Kansas City, or any of the other places, where these public shambles "smell to heaven," polluting the air for miles around?
Twenty years ago, who dreamed that the pages of the daintiest magazines would, within two decades, be graced with advertisements of products of slaughter houses, constituting the most desirable and most artistic advertisements in America, whose choice illustrations would tax the artistic creations of the most gifted artists, and whose text would be written by men who are better paid than the ablest editors or writers of fiction?
Twenty-five years ago, the man who made the purchase of animals for the purpose of slaughtering them and converting their carcasses into marketable products, was known as a butcher; or at best as a packer. His marketable products were mainly beef, mutton, pork, hams and bacon. His bi-products were hides, tallow, lard, hair, glue, fertilizers, and a few other items that savored purely of the abattoir. The business was respectable because
one must of necessity slaughter
animals and prepare them for food, but after all, the business of butchering animals in either a small or large way, was considered rather close to the border line of "objectionable,” by those who edited the blue books and elite directories.
About twenty-five years ago, the advertising wizard began his work of transformation upon the business of the man who tucked the lower ends of his pantaloons into his boot legs and spent his days in the atmosphere of the slaughter pens.
The first refining beam that this modern wizard focused from the advertising luminary upon the slaughter pen was listed as “Leibig's Extract of Beef.” This refining and transforming beam came from across the sea. American packers had been busy, however, with their canned meats, and about this time began to let the public know, by the means of advertising, that a butcher could put his products up in tempting packages and present them in such a dainty manner that all suggestion of stock yards odor would be removed.
The typical packer is a man who does things in a large way. Once given a hint as to the power of advertising to market his goods to his advantage, he was not slow to employ it in a way to create demand for his special brands of hams, bacon, sausage, beef extracts, lard, pork, and beans, soaps, butterine, oleomargarine, as well as a number of other branded articles, until today, as stated above, his achievements models—both artistically and copy that "tells and sells."
Advertisements of Live Stock prodlicts are more eagerly sought for by the
high class women's publications and magazines than any other class : First, on account of their high character and, Second, because it is a recognized fact among advertising men, that the advertisers of these products exercise good judgment in the selection of mediums, and if a publication is carrying the advertisements of any of these big houses, it gives their medium an endorsement that has great weight with other desirable advertisers.
Unquestionably, the reflex influence that advertising of this kind has had in the way of adding new importance and dignity to the business of the men who buy live stock for slaughtering purposes has been great.
Good advertising certainly does dignify a business.
As to the products of Live Stock advertised, their fame and consumption is world wide. In addition to the advertisements reproduced in connection with this article, there are many others of articles having Live Stock as their basis, and were we to include all advertised things that emanate from or directly minister to the Live Stock business, the sum total of the money expended for such advertising would, we believe, equal that of any other line of advertising which centers around any one industry. And yet the advertising of meat products and bi-products is in its infancy. It is scarcely more than ten years old, but what transformation it has wrought.