nto a bath. “Ah, that is very, very fine. And the artist? 
J. W.S.” 
“Jessie Wilcox Smith,” supplies Mr. Rutledge. 
“Oh, we have heard of her. She paints children so love- 
ly, so life-like that one is tempted to call to them, half ex- 
pecting an answer. Yes, you have real art in your adver- 
tising. But does it pay?” 
Mr. Rutledge settles back on his heels. Then he begins: 
“You see the bath in the painting. Built-in. Only a few 
years ago, built-in baths were rare. We made so few they 
were expensive to produce. Now when we make hundreds 
of thousands a year, our manufacturing costs are lower and 
we can sell built-in baths at a price within the reach of the 
average home owner.” 
Our friend’s face brightens. He interrupts with, “Yes, 
[ know. You are on a large production basis. As they 
say, your cost per unit is lower.” 
“Exactly. But before we could make so many per year 
we had to be sure we could sell them, We had to show 
people how much more beautiful and sanitary they were 
than tubs on legs. That has been the job of ‘Standard’ 
advertising. When a woman looks at a lovely ‘Standard’ 
bathroom she decides her new home will have a built-in 
bath.” 
“You can say then that ‘Standard’ advertising has made 
homes more sanitary by making people want better fixtures 
and has reduced prices by making people want more fixtures.” 
“And made people healthier. More baths mean more 
bathing. And millions of women have less back strain and 
are healthier because kifhen sinks are now set ‘yard stick 
high.” ”’ 
‘Yard stick high?” 
“Yes, the old practice was to set sinks 30 inches high. 
Much too low. ‘Standard’ advertising convinced house- 
wives, architects, builders that sinks should be set higher— 
36 inches best for the average woman.” 
“Another lovely painting,” remarks our friend about a 
poster strongly colored in tints of blue and orange. He 
reads aloud: “The Plumber Protects the Health of the Na- 
tion.” 
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