Government in Advertising

Last week for the first time the U.S. Government hired the services of a commercial advertising agency. The Tennessee Valley Authority made a four-month contract for the services of Young & Rubicam for a fee of $10,000. Several months ago TVA started to find customers for the power it generates at Muscle Shoals. Later it formed Electric Home & Farm Authority to finance instalment sales of electric apparatus to valley dwellers. An advertising campaign was the next step.

David E. Lilienthal. president of EHFA, got busy selecting electric ranges, refrigerators (costing less than $80), water heaters (costing less than $65) suitable for rural sale. He invited several advertising agencies to submit designs for a TVA emblem and suggest plans for an advertising campaign. Chosen were Young & Rubicam's emblem (a blue hand holding a red lightning bolt with the inscription "TVA--Electricity for All") and plan of campaign. The campaign: window displays, demonstrations, pamphlets distributed by franked mail.

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