In 1926, President Coolidge delivered an address to the American Association of Advertising Agencies in which he acknowledged and praised the role played by advertising in the economic life of the nation. His speech was fraught with cultural contradictions: one moment he affirmed the traditional values of industry and thrift, and the next moment, almost in the same breath, he heralded the idea of increased spending and consumption. The address reflected the small-town ideology of a government leadership trying to remain convinced that modern-day advertising posed no threat to the 19th-century work ethic. The ideological dividedness of Coolidge's speech brings to mind a man happily sawing away at the branch on which he is sitting. Advertising is “not an economic waste”:
[R]ightfully applied, it is the method by which the desire is created for better things. When that once exists, new ambition is developed for the creation and use of wealth.