Australian Advertising

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.

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