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Daniel Starch Biography

Psychologist

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“Lying and cheating in advertising, in the long run, are commercial suicide. Dishonesty in advertising destroys not only confidence in advertising, but also in the medium which carries the dishonest advertisement. . . . No one can be ill in a community without endangering others; no advertiser can be dishonest without casting suspicion upon others.”

LongRunningLyingCommunitySuicideIllMediumsAdvertisingCheatingCarrieLong RunsSuspicionCastingDishonestyAdvertisementsAdvertisersLying And Cheating
Author:Daniel Starch
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“Advertising as the printed form of selling would seem . . . ultimately to be justified in so far as it serves as a means of increasing legitimate human wants, as an agency of fair and economic competition in the distribution of goods, and as a stimulant to social progress.”

WantHumansMeanSeemsFormSocialProgressEconomicFairsCompetitionSellingAdvertisingAgencyGoodsJustifiedDistributionPrintedAdvertising AgenciesSocial ProgressStimulantsEconomic Competition
Author:Daniel Starch
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“Examples of exaggeration can be found in almost any advertising medium. The use of the superlative is altogether too prevalent. 'The finest,' 'the best,' 'the greatest,' 'the purest,' 'the most economical,' and so on ad infinitum, are hurled at the public everywhere. Surely not all products of the same class can be the best or the finest.”

UseFoundClassExampleProductsMediumsAdvertisingBeing The BestAdsFinestExaggerationSuperlatives
Book:Advertising: Its Principles, Practice, and Technique
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“Such exaggerations have been so common that the public takes them with a grain of salt and partly excuses them as being due to the advertiser's license of self-assertiveness. Nevertheless, the fact remains that superlative generalities are weak arguments and far less convincing than a statement of facts. Much advertising copy would be improved immensely by doing away with brag and substituting actual facts about the merits of the article.”

Has BeensSelfFactsWould BeCommonArgumentWeakRemainsExcuseDuesStatementsAdvertisingMeritCopiesArticlesSaltGrainNeverthelessLicenseConvincingExaggerationBragAssertivenessGeneralitiesAdvertisersSuperlativesGrain Of Salt
Author:Daniel Starch
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