The advertising campaign carried on J. Walter Thompson Company for "Lux", a Cambridge product, was awarded the $1500 cash prize and certificate for the best national campaign advertising a specific product, last evening at the Union.
This was one of the nine Harvard Advertising Awards, made through the gift of Edward W. Bok, which were announced at the dinner in the Union, given in honor of the winners and the jury. Dean Wallace B. Donham '98 of the Graduate School of Business Administration presented the prizes.
Among the other awards were two $1500 cash prizes given to Barton, Durstine & Osborn, Inc., for two campaigns which this agency conducted, one for the General Motors Company, and the other for R. H. Macy Company.
Awards for Individual Ads
There were also three awards for distinguished individual advertisements. Mr. L. Hayward Bartlett of the Eastman Kodak Company received the $1000 award for the advertisement most effectively accomplishing its purpose in a few words. His caption was the now well known household maxim, "Keep a Kodak Story of the Children." The Metropolitan Life Insurance Company, and Erma Perham Proetz each won $1000 for two advertisements entitled "100 Years to a Day" and "Take Baby and Go".
Prizes for Scientific Research
Two prizes of $1500 each and certificates were awarded to J. Walter Thompson Company and Barton, Durstine & Osborn, Inc., for scientific research in advertising. A gold medal was awarded the National Vigilance Committee of the Associated Advertising Clubs of the World for the committee's efforts in giving impetus to the credibility of advertising, in fighting its misuse and drawing the attention of the public to the fact that advertising is more effective when credible. No award was made for the advertisement most effective in the use of typography.
Dean Donham Presided
Dean Donham presided at the dinner and short talks were given by Harry Dwight Smith of Cleveland for the jury, and Lou E. Holland, President of the Associated Advertising Clubs. Among the guests was Conde Nast of the Nast Publications, New York City.
In making the awards the jury gave out a report which stated among other things that "The Harvard Advertising Awards were founded in the belief that formal recognition of notable excellence in the planning and execution of advertising will stimulate its improvement, thereby making it serve business and society more effectively."
It continues, "To assess the true educational value of the awards will require a study of the winning campaigns . . . together with the successful research problems and individual advertisements as they are later published and exhibited. . . .The jury believes that this first competition furnishes basis for confidence that the awards will accomplish the objectives desired."