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
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 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
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