First chapter of James Rorty. Our Master’s Voice: Advertising. New York: John Day Company, 1934.
THE title of this chapter was chosen, not so much to parody the title of Mr. Bruce Barton’s widely-read volume of New Testament exegesis,1 as to suggest that, in the lack of serious critical study, we really know very little about advertising: how the phenomenon happened to achieve its uniquely huge and grotesque dimensions in America; how it has affected our individual and social psychology as a people; what its role is likely to be in the present rapidly changing pattern of social and economic forces.
The advertising business is quite literally the business nobody knows; nobody, including, or perhaps more especially, advertising men. As evidence of this general ignorance, one has only to cite a few of the misapprehensions which have confused the very few contemporary economists, sociologists and publicists who have attempted to treat the subject.
Perhaps the chief of these misapprehensions is that of regarding advertising as merely the business of preparing and placing advertisements in the various advertising media: the daily and periodical press, the mails, the radio, motion picture, car cards, posters, etc. The error here is that of mistaking a function of the thing for the thing itself. It would be much more accurate to say that our daily and periodical press, plus the radio and other lesser media, are the advertising business. The commercial press is supported primarily by advertising—roughly the ratio as between advertising income and subscription and news-stand sales income averages about two to one. It is quite natural, therefore, that the publishers of newspapers and magazines should regard their enterprises as advertising businesses. As a matter of fact, every advertising man knows that they do so regard them and so conduct them. These publishers are business men, responsible to their stockholders, and their proper and necessary concern is to make a maximum of profit out of these business properties. They do this by using our major instruments of social communication, whose free and disinterested functioning is embodied in the concept of a democracy, to serve the profit interests of the advertisers who employ and pay them. Within certain limits they give their readers and listeners the sort of editorial content which experience proves to be effective in building circulations and audiences, these to be sold in turn at so much a head to advertisers. The limits are that regardless of the readers’ or listeners’ true interests, nothing can be given them which seriously conflicts with the profit-interests of the advertisers, or of the vested industrial and financial powers back of these; also nothing can be given them which seriously conflicts with the use and wont, embodied in law and custom, of the competitive capitalist economy and culture.
In defining the advertising business it must be remembered also that newspapers and magazines use paper and ink: a huge bulk of materials, a ramified complex of services by printers, lithographers, photographers, etc. Radio uses other categories of materials and services—the whole art of radio was originally conceived of as a sales device to market radio transmitters and receiving sets. All these services are necessary to advertising and advertising is necessary to them. These are also the advertising business. Surely it is only by examining this business as a whole that we can expect to understand anything about it.
The second misapprehension is that invidious moral value judgments are useful in appraising the phenomena. Advertising is merely an instrument of sales promotion. Good advertising is efficient advertising—advertising which promotes a maximum of sales for a minimum of expenditure. Bad advertising is inefficient advertising, advertising which accomplishes its purpose wastefully or not at all. All advertising is obviously special pleading. Why should it be considered pertinent or useful to express surprise and indignation because special pleading, whether in a court of law, or in the public prints, is habitually disingenuous, and frequently unscrupulous and deceptive? Yet liberal social critics, economists and sociologists, have wasted much time complaining that advertising has “elevated mendacity to the status of a profession.” The pressure of competition forces advertisers and the advertising agencies who serve them to become more efficient; to advertise more efficiently frequently means to advertise more mendaciously. Do these liberal critics want advertising to be less efficient? Do they want advertisers to observe standards of ethics, morals and taste which would, under our existing institutional setup, result either in depriving stockholders of dividends, or in loading still heavier costs on the consumer?
There is, of course, a third alternative, which is neither good advertising nor bad advertising, but no advertising. But that is outside the present institutional setup. It should be obvious that in the present (surplus economy) phase of American capitalism, advertising is an industry no less essential than steel, coal, or electric power. If one defines advertising as the total apparatus of American publishing and broadcasting, it is in fact among the twelve greatest industries in the country. It is, moreover, one of the most strategically placed industries. Realization of this fact should restrain us from loose talk about “deflating the advertising business.” How would one go about organizing “public opinion” for such an enterprise when the instruments of social communication by which public opinion must be shaped and organized are themselves the advertising business?
As should be apparent from the foregoing, the writer has only a qualified interest in “reforming” advertising. Obviously it cannot be reformed without transforming the whole institutional context of our civilization. The bias of the writer is frankly in favor of such a transformation. But the immediate task in this book is one of description and analysis. Although advertising is forever in the public’s eye—and in its ear too, now that we have radio—the average layman confines himself either to applauding the tricks of the ad-man, or to railing at what he considers to be more or less of a public nuisance. In neither case does he bother to understand what is being done to him, who is doing it, and why.
The typical view of an advertisement is that it is a selling presentation of a product or service, to be judged as “good” or “bad” depending upon whether the presentation is accurate or inaccurate, fair or deceptive. But to an advertising man, this seems a very shallow view of the matter.
Advertising has to do with the shaping of the economic, social, moral and ethical patterns of the community into serviceable conformity with the profit-making interests of advertisers and of the advertising business. Advertising thus becomes a body of doctrine. Veblen defined advertisements as “doctrinal memoranda,” and the phrase is none the less precise because of its content of irony. It is particularly applicable to that steadily increasing proportion of advertising classified as “inter-industrial advertising”: that is to say, advertising competition between industries for the consumer’s dollar. What such advertising boils down to is special pleading, directed at the consumer by vested property interests, concerning the material, moral and spiritual content of the Good Life. In this special pleading the editorial contents of the daily and periodical press, and the sustaining programs of the broadcasters, are called upon to do their bit, no less manfully, though less directly than the advertising columns or the sponsor’s sales talk. Such advertising, as Veblen pointed out, is a lineal descendant of the “Propaganda of the Faith.” It is a less unified effort, and less efficient because of the conflicting pressure groups involved; also because of the disruptive stresses of the underlying economic forces of our time. Yet it is very similar in purpose and method.2
An important point which the writer develops in detail in later chapters is that advertising is an effect resulting from the unfolding of the economic processes of modern capitalism, but becomes in turn a cause of sequential economic and social phenomena. The earlier causal chain is of course apparent. Mass production necessitated mass distribution which necessitated mass literacy, mass communication and mass advertising. But the achieved result, mass advertising, becomes in turn a generating cause of another sequence. Mass advertising perverts the integrity of the editor-reader relationship essential to the concept of a democracy. Advertising doctrine—always remembering that the separation of the editorial and advertising contents of a modern publication is for the most part formal rather than actual—is a doctrine of material emulation, keeping up with the Joneses, conspicuous waste. Mass advertising plus, of course, the government mail subsidy, makes possible the five-cent price for national weeklies, the ten- to thirty-five-cent price for national monthlies. Because of this low price and because of the large appropriations for circulation-promotion made possible by advertising income, the number of mass publications and the volume of their circulation has hugely increased. These huge circulations are maintained by editorial policies dictated by the requirements of the advertisers. Such policies vary widely but have certain elements in common. Articles, fiction, verse, etc., are conceived of as “entertainment.” This means that controversial subjects are avoided. The contemporary social fact is not adequately reported, interpreted, or criticized; in fact the run of commercial magazines and newspapers are extraordinarily empty of social content. On the positive side, their content, whether fiction, articles or criticism, is definitely shaped toward the promotion and fixation of mental and emotional patterns which predispose the reader to an acceptance of the advertiser’s doctrinal message.
This secondary causal chain therefore runs as follows: Mass advertising entails the perversion of the editor-reader relationship; it entails reader-exploitation, cultural malnutrition and stultification.
This situation came to fruition during the period just before, during and after the war; a period of rapid technical, economic and social change culminating in the depression of 1929. At precisely the moment in our history when we needed a maximum of open-minded mobility in public opinion, we found a maximum of inertia embodied in our instruments of social communication. Since these have become advertising businesses, and competition is the life of advertising, they have a vested interest in maintaining and promoting the competitive acquisitive economy and the competitive acquisitive social psychology. Both are essential to advertising, but both are becoming obsolete in the modern world. In contemporary sociological writing we find only vague and passing reference to this crucial fact, which is of incalculable influence in determining the present and future movement of social forces in America.
In later chapters the writer will be found dealing coincidentally with advertising, propaganda and education. Contemporary liberal criticism tends to regard these as separate categories, to be separately studied and evaluated. But in the realm of contemporary fact, no such separation exists. All three are instruments of rule. Our ruling class, representing the vested interests of business and finance, has primary access to and control over all these instruments. One supplements the other and they are frequently used coordinately. Liberal sociologists would attempt to set up the concept of education, defined as a disinterested objective effort to release capacity, as a contrasting opposite to propaganda and advertising. In practice no such clear apposition obtains, or can obtain, as is in fact acknowledged by some of our most distinguished contemporary educators.
There is nothing unique, isolate or adventitious about the contemporary phenomena of advertising. Your ad-man is merely the particular kind of eccentric cog which the machinery of a competitive acquisitive society required at a particular moment of its evolution. He is, on the average, much more intelligent than the average business man, much more sophisticated, even much more socially minded. But in moving day after day the little cams and gears that he has to move, he inevitably empties himself of human qualities. His daily traffic in half-truths and outright deceptions is subtly and cumulatively degrading. No man can give his days to barbarous frivolity and live. And ad-men don’t live. They become dull, resigned, hopeless. Or they become daemonic fantasts and sadists. They are, in a sense, the intellectuals, the male hetæræ of our American commercial culture. Merciful nature makes some of them into hale, pink-fleshed, speech-making morons. Others become gray-faced cynics and are burned out at forty. Some “unlearn hope” and jump out of high windows. Others become extreme political and social radicals, either secretly while they are in the business, or openly, after they have left it.
This, then, is the advertising business. The present volume is merely a reconnaissance study. In addition to what is indicated by the foregoing, some technical material is included on the organization and practices of the various branches of the business. Some attempt is made to answer the questions: how did it happen that America offered a uniquely favorable culture-bed for the development of the phenomena described? What are the foreign equivalents of our American rule-by-advertising? How will advertising be affected by the present trend toward state capitalism, organized in the corporative forms of fascism, and how will the social inertias nourished and defended by advertising condition that trend?
The writer also attempts tentative measurements of the mental levels of various sections of the American population, using the criteria provided by our mass and class publications. Advertising men are obliged to make such measurements as a part of their business; they are frequently wrong, but since their conclusions are the basis of more or less successful business practice they are worthy of consideration.
The one conclusion which the writer offers in all seriousness is that the advertising business is in fact the Business Nobody Knows. The trails marked out in this volume are brief and crude. It is hoped that some of our contemporary sociologists may be tempted to clear them a little further. Although, of course, there is always the chance that the swift movement of events may eliminate or rather transform that particular social dilemma, making all such studies academic, even archaic. In that case it might happen that ad-men would be preserved chiefly as museum specimens, to an appreciation of which this book might then serve as a moderately useful guide.
Advertising has, of course, a very ancient history. But since the modern American phenomenon represents not merely a change in degree but a change in kind, the chronological tracing of its evolution would be only confusing. It has seemed better first to survey the contemporary phenomena in their totality and then present in a later chapter the limited amount of historical data that seemed necessary and pertinent.
First chapter of James Rorty. Our Master’s Voice: Advertising. New York: John Day Company, 1934.