Description:

Calvin Coolidge
n.p., n.d.
Calvin Coolidge Oversized on Advertising: "Goods not worth advertising are not worth selling"
DS
Oversized typescript on advertising, prominently signed at the conclusion in fountain pen, "Calvin Coolidge." Coolidge's 1924 presidential campaign was notable for its innovative use of advertising and modern campaign strategies. One of the most iconic elements of his campaign was the slogan "Keep Cool with Coolidge," which effectively capitalized on his calm and steady persona. One page, 16 x 20. Affixed to a cardstock mount, some chipping and toning else fine.

In full:
"When I was a boy in the hills of Vermont twelve miles from the railroad the only merchandise I saw was in the country store. But my horizon was widened by certain publications containing pictures and descriptions of things that appealed to youth. I read and bought. The man who supplied them became rich and died a great philanthropist. He advertised.

It is essential in the first instance to make good merchandise. But that is not enough. It is just as essential to create a desire for it. That is advertising. The person or association of persons who can produce that combination of excellence and demand is performing a real public service. They enlarge the mental horizon and provide new forms of utility and beauty. The material benefits pass over into spiritual benefits. Culture and charity are the by-products.

A country that is spending two billion dollars annually in the production and application of beauty lotions has resources with which to make large purchases of what it concludes it wants. The only way for the people to become acquainted with what they want is through judicious advertising. Goods not worth advertising are not worth selling."

Under Coolidge's administration, the advertising industry evolved from simple, straightforward messages to more sophisticated campaigns that appealed to consumers' emotions and aspirations. This period saw the birth of iconic brands and the widespread use of celebrity endorsements, which helped products gain credibility and appeal.

Coolidge himself was a subject of innovative advertising techniques. During his 1924 re-election campaign, his team used modern advertising strategies, including radio broadcasts and motion picture newsreels, to promote his image and policies. This approach helped him connect with voters in new and effective ways, setting a precedent for future political campaigns.

This item comes with a Certificate from John Reznikoff, a premier authenticator for both major 3rd party authentication services, PSA and JSA (James Spence Authentications), as well as numerous auction houses.

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    Dimensions:
  • 16 x 20,
  • Artist Name:
  • Calvin Coolidge
  • Medium:
  • DS

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August 7, 2024 10:00 AM EDT
Wilton, CT, US

University Archives

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