Meaning: The quote "I long for the day when advertising will become a business for a grown man" by Howard Gossage reflects the vision of a prominent figure in the advertising industry who sought to elevate the practice of advertising to a level of maturity, responsibility, and ethical consideration. Howard Gossage, often referred to as "The Socrates of San Francisco," was a renowned advertising innovator and pioneer known for his unconventional and thoughtful approach to advertising. His quote speaks to his desire for advertising to be conducted with a sense of integrity, purpose, and respect for the audience.

Gossage's perspective on advertising as a "business for a grown man" implies a longing for a more sophisticated and principled approach to the industry. It suggests a departure from the stereotypical portrayal of advertisers as manipulative or overly focused on sales and profit, and instead, calls for a more mature, ethical, and socially responsible practice of advertising. Gossage's use of the term "grown man" may also be interpreted as a call for a more thoughtful, empathetic, and considerate approach to advertising, one that is driven by a genuine desire to connect with and serve the audience.

In the context of Gossage's time, the advertising industry was experiencing significant growth and transformation, with the rise of television and the increasing influence of mass media. This period also saw the emergence of more aggressive and manipulative advertising practices, which often prioritized sales and persuasion over genuine communication and respect for the audience. Gossage's quote can be seen as a reaction to these trends, advocating for a more enlightened and responsible approach to advertising.

Gossage's vision for advertising as a "business for a grown man" aligns with the concept of ethical advertising, which emphasizes transparency, honesty, and respect for the audience. It highlights the importance of considering the broader social and ethical implications of advertising, beyond just its commercial objectives. This perspective resonates with the growing emphasis on corporate social responsibility and ethical business practices in contemporary times.

Moreover, Gossage's quote also underscores the idea that advertising can be a force for positive change and social impact when approached with maturity and integrity. By viewing advertising as a business for responsible, thoughtful professionals, Gossage challenges the industry to elevate its standards and embrace a more principled and ethical approach to communication.

In conclusion, Howard Gossage's quote "I long for the day when advertising will become a business for a grown man" encapsulates his vision for a more principled, mature, and responsible approach to advertising. It reflects his desire to see the industry move beyond mere sales and persuasion, and to embrace a more thoughtful, ethical, and socially responsible practice of advertising. Gossage's perspective continues to be relevant today, as it calls for a more enlightened and empathetic approach to advertising that prioritizes transparency, honesty, and respect for the audience.