SAT I S FACT I ON T HE G OAL^195
suc h cl ean-cut resul ts th a t i t de se rve s seri ou s
c onsideration i n rel a tion t o th e importan t
q uestio n of truth in a dvertising. I t m ay b e
u sed to m easure th e difference s i n t ruthfulne ss
b e tween me dium s ; to aid th e Vigil an c e Co m
mittee o f th e A. A. C. W. i n sec uri ng obj ec tive
ba si s fo r th e an nual awa rd of th e Truth Tro
phy ; an d to a ssist th e B et te r B usine ss B u
reaus in m easuri ng th e resul t s of th ei r efi o rts
t o p olic e a n d t o e duca te th eir c omm uni tie s.
S urely th ese tentative resul t s give u s
ground for h opefully c on tin uing such i nvesti
ga tio ns, a nd a nticipa ting th e tim e wh en w e
m ay set up definit e ethical sta nda rd s fo r th e
a dvertise r a nd h el p him t o m ea sure hi s p rog
ress toward his. goal.^1
The sale a continuo us pro cess. Th e m erc an
t il e t ra nsac ti on Of forme r days wa s t aci tly
rega rde d a s a n affai r of the m omen t only.
B uye r a n d selle r w ere a s two Ship s th a t
pass i n th e nigh t. Th e a ttitude wa s th a t
o f th e typic al h orse - trade r wh o neve r ex
pected to see hi s vis- d- o is a gain. To d ay th e
sal e is coming to b e regarde d a s a c ontin uou s
proc ess. I deally c onside red, n o so one r i s on e(^1) F o r a ssistance in gathering the data fo r th is investiga
tion the author is indebted to Miss Jeanette Stockton and
M r. Victor D eitch, students in t he P sychology of A dver
tieing, Indiana U niversity.