“Advertising helps raise the standard of living by raising the standard of longing” is a popular saying about advertising. The saying has been cited in print since 1955, when it was credited to Lord Mackintosh (Harold Vincent Mackintosh, 1st Viscount Mackintosh of Halifax) in Advertising Age.
Wikipedia: Harold Vincent Mackintosh, 1st Viscount Mackintosh of Halifax
Harold Vincent Mackintosh, 1st Viscount Mackintosh of Halifax (8 June 1891 - 27 December 1964, Norwich) was a British businessman, public servant and benefactor.
Small Town Papers
28 July 1955, Aberdeen (ID) Times, “And I quote,” pg. 4, col. 5:
“Advertising helps raise the standard of living by raising the standard of longing.”—Lord Mackintosh, Advertising Age.
5 August 1955, Joplin (MO) Globe, pg. 4A, col. 1:
Wisdom from Lord Mackintosh: “Advertising helps raise the standard of living by raising the standard of longing.”
14 February 1957, The Oregonian (Portland, OR), “Oregon Ad Club Bestows Top Advertising Awards,” pg. 6M, col. 8:
“Advertising raises the standard of living by raising the standard of longing.”
Google Books
Lifetime Speaker’s Encyclopedia
By Jacob Morton Braude
Englewood Cliffs, NJ: Prentice-Hall
1962
Pg. 12:
Advertising helps raise the standard of living by raising the standard of longing.
Google Books
1800 Quotes, Quips, and Squibs
By E. C. McKenzie
Grand Rapids, MI: Baker Book House
1972
Pg. 12:
Advertising helps raise the standard of living by raising the standard of longing.
Google Books
Bloopers, Blunders, Jokes, Quips & Quotes
By Jim Kraus
Wheaton, IL: Tyndale House Publishers
2005
Pg. 104:
Advertising helps raise the standard of living by raising the standard of longing.
Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006. Now a Popeyes fast food restaurant on Google Maps.
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Above, Big Apple Corner at 54th Street and Broadway in Manhattan. Google Maps. Stolen and missing, 2021-2024.
Above, John J. Fitz Gerald, from the Aug. 15, 1931, Binghamton (NY) Press, pg. 14.
Listen to Robert Emmerich introduce "The Big Apple," a hit song from 1937. Music written by Bob and performed by Tommy Dorsey's Clambake Seven with Bob on piano. Lyrics written by Buddy Bernier and sung by Edythe Wright. Audio provided by Dorothy Emmerich.
Also listen to a 1937 "The Big Apple" song by Ozzie Nelson and his Orchestra. See a 1929 photo of John J. Fitz Gerald and a 1931 photo of John J. Fitz Gerald.
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