Quote by Calvin Coolidge, quoted in Frank

As we turn through the pages of the press and the periodicals, as we catch the flash of billboards along the railroads and the highways, all of which have become enormous vehicles of the advertising art, I doubt if we realize at all the impressive part that these displays are coming more and more to play in modern life... We see that basically it is that of education...It makes new thoughts, new desires, new actions...Rightfully applied, it is the method by which desire is created for better things. Desire, in turn, is the crucial element separating the civilized from the uncivilized. The uncivilized make little progress because they have few desires. The inhabitants of our country are stimulated to new wants in all directions. In order to satisfy their constantly increasing desires, they necessarily expand their productive powers. They create more wealth because it is only by that method that they can satisfy their wants. It is this constantly enlarging circle that represents the increasing circle of civilization.

Summary

This quote highlights the significant role that advertising plays in modern life. The various forms of media, billboards, and press have become powerful tools for spreading information and shaping individuals' thoughts and actions. The quote suggests that advertising serves as a means of education, sparking new ideas, desires, and behaviors. By creating desire for better things, advertising propels progress and development in society. It emphasizes that desire is what separates the civilized from the uncivilized, as the latter lack ambition and drive for improvement. Thus, advertising not only influences consumption but also stimulates economic growth and contributes to the overall advancement of civilization.