Ad from Wisconsin Valley Electric Co. exclaiming "In Wausau We Trust," and promoting "Civic Week." From Five Hundred Representative Public Utility Advertisements, 1928 Edition.
Public Utilities Advertising Association

The print reads:
     "When the first mayor of Wausau addressed the original meeting of the City Council in April 1872, he said, in part ... "Much as the former authorities have inaugurated and accomplished, there is plenty left to be done."

     "Since, ... and probably due to the foresightedness of those who attended that memorable meeting, Wausau has grown and flourished.

     "But the work of building and improving our city cannot stop in 1927. There is still "plenty left to be done" in the cause of civic betterment.

     "In building for the future, the Wausau Chamber of Commerce needs the help of every citizen. In sponsoring a "Civic Week," the Chamber desires to bring to your attention the achievements of the past and to ask your co-operation -- as a member -- in the fulfillment of future plans. Concerted, organized endeavor will bring great benefit not only to the community, but to the citizen's individual welfare.

     "On this page is graphic evidence of our faith in the future of Wausau. The huge dams, powerful generators, intricate controlling machinery and miles of transmission lines are physical evidence of the increasing demand for electric power and light. Back of this massive and more or less spectacular picture, the executives, engineers and technical experts of our organization are planning for the needs of coming years and coming generations -- with implicit faith in the destiny of our city. True success is built upon service to others. The Wisconsin Valley Electric Company pledges its service to a greater and better Wausau."

     

The images of major investments in local infrastructure include a dam, transmission lines, and a "Fleet of Trucks and Service Cars." Notice the implicit message that demand growth and the physical size of plant, are signs of progress -- an indication that the city is headed in the right direction. The message of community involvement by the company is also a recurring theme in utility ads generally.