Miss Donna Newberry's essay on "Advertising--A Force For Democracy", won first place in Orange County, placed second in the state, and is now in the national competition.

ADVERTISING--A FORCE FOR DEMOCRACY

Advertising undoubtedly made its debut in the days of the prehistoric caveman when buying and selling first begin. The original article for sale was the cavewoman. Fortunately, with the progress of modern civilization, buying and selling have reached much higher standards.

In 1776 the world was astounded by the inauguration of a completely new, fantastic system of government based on the rights of the individual. Never before in the world had there existed so extensive a DEMOCRACY as our forefathers set forth.

With democracy came the PROTECTION of the individual's freedoms through the "Bill of Rights". This document guaranteed to each individual, among other things, freedom of speech and press; out of these freedoms grew the potent force of advertising.

Advertising gave our country and its new government a good foundation not only economically, but socially and intellectually. Since the supply of goods from England was sharply curtained, America had to develop not only its own productive capacity, but also a more active exchange of goods. Out of these two ingredients grew advertising, a fundamental part of our democracy.

Economically, this new force for democracy provided more and more employment as our country grew. As we grew in population, our needs increased. Thus, with a greater demand, production flourished, and employment again increased. Advertising helped secure for us a stable government of free competitive enterprise--a chance for all. It put the emphasis on the individual by allowing him to make his own decisions.

Socially, advertising made the individual more aware of his surroundings, It instigated a desire for a higher standard of living and a craving for culture. It stimulated ambition and creativity--important components of a successful democracy.

Intellectually, advertising was a stimulus for higher education. Only a small percentage of our nation's first citizens could efficiently read and write. Advertising motivated many individuals to get the education they lacked, and as the years passed, our percent of literacy became the highest in the world; thus our citizens developed a knowledge essential to a lasting democracy.

We have seen advertising serving as a cornerstone for the FOUNDING of democracy. But the story does not end there, for advertising not only stimulated democracy in its creation, but now SUSTAINS IT!!!

Today advertising is taken for granted. Few people realize that our economic structure would collapse without it; that advertising means the mass production and employment that supports our economy. Few people realize that advertising preserves the democratic way of life by preserving our basic freedoms. Few realize that advertising raises standards and lowers prices.

In a direct contrast to democracy, let us look at Russia. In Russia, what little advertising there is serves strictly as a political tool. Yet even Russian leaders are beginning to realize the strong economic power advertising can have; the official publications of the Ministry of Culture; "SOVETSKAYA KULTURA", is now calling for creative, talented people to compose an advertising staff set up to improve all forms of advertising in Russia. Can it be that where all else has failed, advertising will be a FORCE FOR DEMOCRACY in Russia?

A democracy is established with the idea of doing the BEST for the MOST. The "Most", the majority, express their desires through voting in elections. The same principle applies in advertising. The consumer, by his choice of purchase, indicates a form of "voting". Democracy is freedom--Freedom of choice.

Where would democracy be without advertising? First, our radio and television networks would go bankrupt, for they depend solely on advertising for their incomes. Minus advertising, the government would have to subsidize and control broadcasting. Secondly, our publications would be on the verge of bankruptcy and subject to government subsidy. It is evident, then that without advertising, we would lose freedom of speech and press, the most essential freedoms for the existence of a democracy. Without going any further, we can say that DEMOCRACY SIMPLY WOULDN'T BE!!!

We can now draw the conclusion that advertising supports our economy, raises our standard of living, generates new jobs and ideas, creates a higher standard of culture, and promotes our democratic way of life by giving the individual a greater freedom -- CHOICE. To this important list, we can now add still another vital attribute, PUBLIC SERVICE.

During the past 18 or 19 years, the formation of a new committee, the National Advertising Council, has done a magnificent job of informing, persuading, and activating the American people to socially desirable reforms. Last year alone, the Council contributed over $183,000,000 in advertising time and space for programs such as forest fire prevention, mental health, U.S. Savings Bonds, Red Cross, Radio Free Europe, etc. The "Confidence Campaign" launched by the Council in 1958 helped restore public confidence and thus break the recession of that year. So we see another vital function of advertising --- public service.

What magic does advertising possess that it can do so many things simultaneously? It has simply made more things available to more people at a lower cost. It is the most powerful force that can influence human lives.

In closing, advertising is dependent on the people, as is our democracy. Democracy and advertising are inseparable. But advertising is MORE than merely a FORCE for democracy; ADVERTISING, IN ESSENCE, IS DEMOCRACY!!!