"Cut It Out...."

Two facts are generally known about Henry Ford--he makes the cheapest good cars in the world, and he said that history is bunk. Last week came an addition to his duolog. Henry Ford, who has probably had more publicity than any other man in the world's history, does not believe in advertising. "Cut it all out. ... I never did believe in it." So, at least, he is reported to have been reported in a current advertisement of the George Batten Company, Advertising Agents. Needless to say, the Batten Company made Mr. Ford's alleged statement an indictment, not of advertising, but of Mr. Ford. "Armstrong," the Batten ad went on, "is mentioned, and you think of beautiful patterns and colors of linoleum for every floor in the house. Hamilton is the name of a watch so accurate that railroad men largely favor it. Maxwell House is that fine old coffee served by southern aristocracy in the halcyon days 'befoh de wah.'" But "Ford?" Of what, asked the Batten Company, did the name Ford make you think? "To our minds the advertising of the Ford automobile lacked what we consider a very essential quality. . . there was no distinct, quotable theme." Yet the Ford Company has one product about which it cast a distinct atmosphere--an impression of ne plus ultra. Probably more money was spent in advertising the Lincoln car than was spent on any other conveyance in the world's history, considering its estimated market. But for that campaign, a campaign that made Lincoln, Edsel Ford was responsible.