John Singleton, Advertising & Newspaper News, September 19, 1969, p. 4.

Much has recently been written about “protecting the consumer”.

About protecting her from the evil devices which force her to buy products she does not want; from people she does not want to buy them from.

The whole idea is based on the simple premise that the consumer is a weak and mindless fruit and vegetable.

But the consumer is your wife, and your wife is no fool.

David Ogilvy said it and David Ogilvy is no fool either.

So let’s take your wife and let’s really look at her confronted with the three selling methods most commonly under fire: hustling retail methods; misleading advertising; and deceptive packaging.

Dubious retail methods are most under fire and this is the complaint area with most substance.

Roughly a shadow.

This is the dreadful scene where your wife is lured into some wicked store intent on bringing about her financial destruction by offering her something-for-nothing; or a mammoth discount; or some other dastardly ploy.

To offer a huge trade-in based on artificial pricing is O.K.

But to use the bloated retail price to make the discount more appetising is dangerous to the consumer? Is more likely to lure her to buy?

Like hell.

This is your wife, the one who goes through the papers every Wednesday and Thursday to save 3 cents on coffee.

Your wife, who would put the corner grocer out of business to save 2 cents on toothpaste.

Ask the grocer about your weak and mindless wife. If you can still find a corner grocer.

Now let’s look at your wife and the misleading advertisement.

This type of advertisement occurs mainly in the retail area and you know the sort of thing most under fire.

Now the protectors of your wife would have us believe that the advertisement is a sales tool all on its own.

And apart from mail-order this just isn’t so.

You can get your wife into the shop but you can’t get her to buy unless she wants to buy.

And if you look at the advertising most under fire you will see my point.

Any advertisement, misleading or not, will not sell if it does not possess sales substance.

If the advertisement concerns a consumer package product the consumer may buy it once but if it does not deliver the promise she will never buy it again. And the product will die.

If it is a durable product the consumer will not buy at all until she has checked the promise and rechecked the promise. On her own and with her retailer.

Commonsense plays too big a part for the misleading advertisement to work. And the sale is not made and the ad has failed and it does not run again.

And now, if you can take it, the third dastardly plot against your wife: deceptive packaging.

The giant economy size pack with less ounces per cent than the standard pack.

The hollow jar with the sallow cosmetic.

Already regulations “protect” the consumer from many of these ploys.

But even without the regulations how often do you think you would really fool your wife? If she really was deceived?

Once?

You see what the protectors forget is that the consumer is her own protector.

She has never bought something she does not want and she never will.

Nine out of ten new products introduced onto this market this year will fail because the consumer does not want them.

Because the consumer is no fool.

The consumer is your wife.