Belmont chronicle. [volume] (St. Clairsville, Ohio) 1855-1973, 1862-01-16
The Art Of Advertising-.-How 1t Is
Ch,Itivated--Ita Peouliariti9s.

q
The Art of Advertising--How it is
Cultivated Its Peouliaritiss.
A London weekly journal discourses on
the art of advertising in England, as fol
lows:
The art Of advertising has reached to that
grade of perfection that it has right to
place in any industrial exhibition. As
a special product and ornament OF the
nineteenth century, II deser yes honor at the
hands of a liberal and progressive Govern
ment. Two generations ago the art was IN
its infancy Its was confined to few bald,
prosaic announcements in the scanty news.
papers of the time. They were conceived
without genius and executed without ingenu-
iy. In tho brief period that has since
elapsed, the art appears TO have advanced
with rapid strides and almost reached Its
| Augustan age. II will be difficult for future
ages to surpass the ingenuity ofa Twelve
| trees, or the enterprise Of a Holloway. The
balance sheet ola 1efaulting company which
has recently been published bstrays the as
tonishing fact that the charge for advertise
ments alone was considerably more than the
! whole capital subscribed. Surely an indus
try to which our countrynen devote them
selves so passionately deserves place in the
Exhibition.
i The first and most rudimcntary object OF
l an advertisement is to procure the attention
Iof possible customers. And in this hurrying,
busting age, even this limited success is no
, slight achievement. After having secured
/ your victims attention, the next step IS, II
, possible, to fix yourself in his memory, The
, most approved mode Of proceeding for this
$ object is to shape your advertisement in some
] quaint and fanciful form, which shall ainust
Y him for moment, and so escape being for
S Cotton. Whats world of simple pathos wa
n there in the distich with which Moses wa
J, wont to close his Price List Of Mourning
u give minutes time is all wa ask
oil To execute the mouriul inskn
/. But, after all, the great object of adver
n tising il not only to attract the victims atten
\ ton, or 20 obtsin place in his memory, Du
e to secure his confidence as well. The day
for meie assertion have passed away. Th
le public, warned by many mishaps, insist vi
I'd on evidence t
of 1t is of no use simply to assevorate, wit
n many additional superlatives, that your a
Or ticlc is the finest in the world, or that it
b, creating an extraordinary excitement anon
I'd all classes of Her Majesty's subjects. IT
It's public require testimonials to the fact. An
er the mere testimonials from mythical Brow
ed and Robinsons, or suffering Mrs. Harrise
g. which are dated vagu ely Manchester" !
he longer carry the weight they possessed Of OIL
se The blue ribbon of the advertising world
ed of course, some connection, however .direc
At with royalty. The palace groom or the pa
S., nee laundrsss is moro valuable even than
lat dyspeptic earl or corn-affiicted viscoun
'ry Even the testimonials Of that mythical d
ey partmcnt which calls itself the Board I
he Green Cloth, and appears to have snrviv
ID, the wreck Of ages for no other end than
puff west-end tradesman, are proudly d
Ior played asvouchers of commercial caste.