Vanderbilt Law Review

First Page



The institution of advertising is of comparatively ancient origin.'Indeed, many of the features of modern advertising and many of its abuses were present in the formative period of the common law of sales. However, when the total national expenditure for advertising exceeds five and a half billion dollars, as it did in 1950, there is evidence that this institution has grown beyond the imaginations of the 17th and 18th century jurists. Particularly is this true when we consider the continent-wide scope of present-day advertising. It seems self-evident that the contact which existed between producers and consumers in earlier economic systems has, to a large measure, presently disappeared, except insofar as it has been maintained through advertising.