Word: browere
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Dates: during 1950-1959
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Like a broken traffic light that shows both red and green, U.S. banks are glutted with savings, while their loan departments report a sharp fall-off in new business. Last week President Charles H. Brower of Manhattan's Batten, Barton, Durstine & Osborne stepped into the money jam, whistled up an adman's notion of creating motion. Advertising has the job of awakening desire, said hard-selling Charlie Brower to an American Bankers Association meeting in Chicago. His advice: let bankers quickly borrow some advertising techniques...
...There is no bad selling, just lazy selling," Brower warned the bankers, and laid out three simple rules...
Concluded Adman Brower: "If we are to break the present economic log jam, you installment-credit bankers and we in advertising must do it by working together.'' Bankers should disregard the idea that the U.S. consumer is being worked on by "hidden persuaders" and needs protection from admen. That, said Brower, is rubbish. "I don't think the so-called 'hidden persuaders' are able to persuade him to do much of anything that he doesn't already want to do anyway...
Reuben A. Brower, Master of Adams House, called the move a "necessary experiment." He added, "It is somewhat dangerous but we are willing to try it in the face of a temporary need...
...Brower also pointed out that there were many points which the poll did not cover. In particular, he cited the absence of a parent's consent clause in the questionnaire and suggested that there might be considerable discrepancy between a student's "whim" and the moderating influence which a parent might exert in the matter...