The Press: Australian Advertising

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Uneasy U.S. advertisers need only look to Australia to see what a government can do to advertisers if it wishes. On advertising of rationed goods the Australian Government imposed these rules for the duration:

> "Bait" adjectives and phrases are banned. Merchandise cannot be referred to as "exciting," "glamorous," "exotic." Such extravagantly worded expressions as "Definitely a Must-Have For Your Wardrobe" and "Blessed Foot-Bliss in Superbly Styled Slippers" are forbidden. Even such shopworn lures as "latest fashion" and "new spring style" are out—women shoppers still find them irresistible. Bargain sales may not be advertised.

> Advertising copy may include only the name & address of the advertiser; the firm's slogan, if it has an established one; an unadorned statement that the advertised goods are available; trade-names or trademarks, and the price.

> Pictures in advertisements must conform to specified sizes: in newspapers and magazines a photograph or sketch of a dress, for example, cannot take up more than six square inches. A picture of a box of tea is permitted, but not a picture of a group of women enjoying tea. In mailorder catalogues either a front or back view of a coat may be pictured, but not both; only one shoe can be shown, not a pair. Only when it is necessary (such as in a suit or hat advertisement) can a picture of a human figure be used.

> Advertisements are limited to five mediums: 1) newspapers and magazines; 2) unillustrated posters and show cards; 3) unillustrated films or movie slides; 4) radio (but commercial plugs must be officially O.K.'d in advance and no ad-libbing is permitted); 5) mail-order catalogues—which may not be sent to persons living within 15 miles of Australia's major cities. New billboards, for example, are banned.

Purpose of all this: to aid enforcement of rationing, to conserve manpower and paper, to deaden the buying incentive (which might lead to dangerous inflation). Result: a flat dreariness in what advertising is left.