in the methods of selling unmarked and unidentified-with-the-manufacturer goods to the dealers, it repeated it here. And having found another self proclaimed and obvious tendency in the essential sales methods of marked and identified goods to the consumer, it set that down. But this recognizes that when such pioneers of advertising with that tendency as Heinz and the American Cereal Company went into the advertising field, it was preëmpted, almost, as to some extent it is still occupied by fakes, frauds and quacks in the business world.
The pioneer food advertisers, who turned to the people to save them from the evils of competition for the sellers' trade, had to appeal to a largely discredited instrument—advertising—to help them. And to help themselves, they helped it, till today the larger and the happily most rapidly and steadily increasing bulk of advertising is becoming recognized to be sound and beneficial. For the real, essential nature of advertising action, when given a true test, has had to come out. Essentially advertising is the twentieth century link which restores not only the physical proximity but the moral identity and responsibility of the manufacturer to the consumer.
In a condition when the standards of production were lowering from removal from the inspection of the people, they had to be raised again by the restoration of it.
