Strange as it may seem, the result of this out of balance situation, this effort by man to relieve the labours of man before man's spiritual house had been set in order and so find him prepared to profit by such reliefthe result was first that grotesque and criminal situation, a crisis of plenty, a depression induced by a surfeit of real wealth. The second result is now upon us. A new social order is taking over the affairs of the world. We are faced not only with revolutionary changes in the method of govern ment, other great changes in the ways of commerce, but, most significant of all, the mass mind has changed more in the last score of years than it had ever changed before in any one given century. 1 do not refer, at the moment to the commercial, the selling and advertising changes which have taken place in the mass mind but to the, to repeat for emphasis as well as for want of a more suitable word, spiritual change which has revolutionised the thinking of nations. All these changes have their influence over the operations of modern publicity. When a nation has been forced to question its government, when it has seen its great men overthrown,and then again seen those others who were set up in the seats of the mighty also thrown out when the run-of-the- mill population of a country becomes government-conscious there are certain things which take place in their attitude toward all other matters. Family life has changed, radically. Religious life has changed. There are many whose judgment must he respected who declare that a great religious revival is on its way and that it will he a new religion. Do you think these changes can take place in the social order, in govern ments, in religions, in families, in commercial production and management without having a marked effect upon the problems of advertising Do not deceive yourself. Modern publicity has a more difficult role to play than ever before, and the freak type of modern advertising, the abstract type, the placing of angles and curves supposed, by reason of their presenta tion in certain relations to each other, to have some powerful psychological effect upon the consumer mind these affectations will be seen less and less, for they have proved themselves not to be the answer to the advertiser's prayer. THE VALUE OF HUMOUR Turning from that most serious problem which confronts advertising's presentation to-day to certain lighter, yet just as vital, aspects or details 16

Modern Publicity en | 1934 | | page 22