/7 There is a young manI have never met him personallywho interests me almost more than any other man in the world today. His name is Mr Walter Disney. Fifteen years ago he set out to amuse the more childish sections of the cinema audiences. He succeeded in doing so. But he did something much more remarkable. He came to amuse the children. And he proved that we were all children. Only last week I was assured by a grave and even elderly gentleman that his favourite character on the screen was Donald Duck. I have heard the same sort of remark about Disney cartoons from almost every adult with whom I have discussed the cinema. This is a revelation which makes me hold my breath in wonder. I am not in competition with Mr Disney. But my interest is, in a way, professional. For I, too, in common with all who are concerned with advertising, have to deal with that strange, uncharted, paradoxical thing which we call human nature. People ask me from time to time what we in Crawfords consider to be the most important factor in successful advertising. Is it our research department Is it our knowledge of newspaper circulations Is it the way our advertisements are written Is it the artists we employ I answer, quite truthfully, that none of these is the greatest. For the only way of selling goods is through a knowledge of human nature. And what of skill we possess in Crawfords is in the use we make of that knowledge. That grown-up men like children's car toons that when a thing is difficult to get, people sometimes want it all the more that women buy on value for their households, but on vanity for themselves that to people in trouble, that trouble is the most interesting of all subjects that when a man asserts he is a gentleman, people suspect he is not one these, and the thousand other paradoxes of human nature, are the knowledge on which successful advertising is built. Many a campaign has lacked in effect, through neglecting such simple yet un expected facts. Many a famous product has been swept into its present prosperity, by knowing and then intelligently appealing to human nature. 233 High Holborn, London, W.C.I III

Modern Publicity en | 1938 | | page 149