“Make a Cake for Bobby”

‐ that's what this car card said every day to many millions of women. It reminded all mothers every day of a sure way to give a treat to their own children. And hundreds of thousands got an extra thrill with their next cake making because of the happy expression of the boy on the car card.

The moral of the story is that the same influence could not be created even with the same picture in any other advertising medium.

In the magazines, the reminder would not be often enough to change the average housewife's baking habit. In the newspapers, with no color, there would be no appetite appeal. On a twenty-four sheet poster, seen only for a few seconds at a time, the great appeal of the expression on the boy's face would be lost.