MONDAY, APRIL 23, 1988
THE UNIVERSITY DAILY KANSAN
PAGE FIVE
FAMILIARITY BREEDS TRUST
CONTRARY to the old adage, familiarity with some things breeds trust. Advertised products, for instance. The trade-names and firmnames you see regularly in this paper, by reason of their very continuity, kindle familiarity first and then confidence. These are the names that leap to your lips in market-places.
Familiarity of this sort is a thing to be cultivated. The more you know about an advertiser and his wares,the more you are able intelligently to invest your money. This truth is selfevident.
Read the advertisements in the Kansan. Read them as carefully as you would read something you had to sign your name to. They will save your shopping time and your shopping dollars. Go into the stores with your mind more than half made up as to what you want and what you will have to pay.
Familiarity with known goods breeds contempt for the unknown. Advertising begets familiarity.