EVERY GARDEN TOOL WE MAKE, the BLOCK. EVERY GARDEN TOOL WE MAKE, WE PUT OUR HEADS ON THE BLOCK. Edward Booth-Clibborn WHO «Hf ECTION '75 [Deutscher TextSeite 318] [Texte frangais: page 324] find advertising an attractive industry to work in. Their standards are new and more idealistic, their hopes and fears different and, for many of .them, success is more likely to be judged by personal achievement and .fulfilment than by any purely financial or materialistic criteria. And the young are not entirely alone. Coupled with their opinion is that of many older people and of some governments, who are taking steps to quash the falsification of truths and the misrepresentation of a product's real value by which advertising has come to be known. Happily the industry has responded well. But perhaps not well 'enough. There is a realization that the time has come for an end to the 'blatant manipulation of the public's spending power and that advertis ing should adopt a more informative role as a working section of the mass media system whose principle has always been one of public ser vice. This year's and last year's Design Art Direction Awards echo this sentiment almost precisely and come from within the industry itself. Outside the industry there are other shifting patterns of trade. These too will affect advertising. In the grocery business, for example, the world food situation will probably cause supermarket chains to regroup in order to provide essential products such as bread and sugar that depend on bulk harvests from a few major supplying countries. Against this backdrop of constant change the industry must continue to alter its stance and redefine its attitudes. And, while much has been done, there is still a long way to go in Britain before we match the achievement of those in the Netherlands such as Tel Design Group of The Hague, who have been doing experimental work with posters in Bangladesh. Their attitude is much more in line with public feeling, and it is this concept of advertising as a public servant and not as a public nuisance which agencies in Britain should be striving for. Time wis when every garden tool you could Not Stanley tools, buy was solid forged by your local blacksmith. VCfc solid forge them |ust like your old load Things have dunged a bit since then blacksmith used to Admittedly, we've up-dated Too many tools now adays are pressed out of our methods, but the pnnaple is the same sheet metal; they're weaker, they twist, crack and We go hammer and tongs at a red hot chunk tend, they break. of metal until it takes shape Then we perfect and polish it until we're completely satisfied. Your old local blacksmith would have beten Spades, forks, trowels, shears, knives and hoes, ptoudofus. You name it, we forge it For information wnte to: Stanley Tools Ltd, Of course, the tools take longer to make this Wbodside, Sheffield SS9PD way, but they're stronger They 're better looking Well gladly send you and they do their job better our beautiful btodiure «111 rowan gaudex tucu. Your old local blacksmith would have been Time was when every garden tool you could buy was solid forged by your local blacksmith. Things have changed a bit since then. Too many tools nowadays are pressed out of sheet metal; thcyfe weaker, they twist, crack and bend, they break. Not Stanley tools. Vlfc solid forge them just like your old local blacksmith used to Admittedly, we've up-dated our methods, but the pnnaple is the same We go hammer and tongs at a red hot chunk of metal until it takes shape Then we perfect and polish it until we're completely satisfied. Spades, forks, trowels, shears, knives and hoes. You name it, we forge it. Of course, the tooLs take longer to make this way, but they're stronger They're better looking and they do their job better ptoudofus. For information write to. StanleyTcxjls Ltd, J 1 JIVi-v'i Well gladly send you our beautiful brochure ras 3D

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