Civilian & telegraph. [volume] (Cumberland, Md.) 1859-1875, 1865-08-17
THE ART OF ADVERTISING.

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The art of advertising consists chiefly in
putting business before the world in such a
manner that,jt will be novel and attr,ctivo.- =
This seems truism, but there are very few
persons who are capable of understanding it.
The large fortunes accumulated by individuals
in few months for the sale of simple articles
to be found on every corner, prove there is
some virtue in advertising, for these same
people have covered dead walls, pavements,
and every spot. remote or near, that the eye
of man would be likely to fall on, with an :
nouncements Of their glue, etc.
We have recently received through tho po-
likeness of large manufacturing concern in
England forty illustrated catalogues of differ
ent firms in Great Britain who are engaged
in the manufacture ofagricultural implements
and other machinery. from q round pigs
trough to huge steam pillow. These cata-
logues. collected for US at considerable trouble,
are valuable additions to our library, and W.
intend to have them bound for reference. In
looking over them we have been much i'm
pressed with the great variety and the ingen-
uity of the tools and machinery adapted to the
agriculture Of Great Britain. Several of the
firms manufacture steam -cultivating machine
~, and devote considerable attention to dis.
cusson of its economic advantages.
On receipt of the catalogues mentioned wo
Immediately wrote to all the parties here We
could think Of. requesting them to send us
their trade circulars, which, on coming to
hand, were carefully examined. 1t was with
much regret that we found tho American cat
alogues were far inferior in point of mechani-
cal execution to those received from abroad.
The English trade circulars are printed OH
clear white paper, with new type. exccllen.
cuts-mostly wood. but often steel and litao-
graphs-and they appear to so much better
advantage than our own that we confess We
blushed for our business men. .....r
Eyes are precious. and it is moro than q
catalogue is worth to pore over it and scru-
tiniEe cut with a magnifying glass in order
to make out what it means
Besides this, some of our trade circulars
are of little value, or considered SO by the
publishers Of them, for when one asks what q
certain machine in one of them is, he is often
told, "Oh we don't build them like that now"
OF what use is it to publish cut Of it, then?
We recently saw work Of art in the shape
Of trade circular, issued by some French
drug house. The book was large octave,
and was certainly fit for any center table
The drugs were shown in their cases the
effect of the glass was beautifully given the
crystals were clearly shown; the powders
we're properly represented, and the natural
colors of the several articles we're all given
with such accuracy and artistic effect that .
chemist would have recognized any kind at
glance. A work of this description is stu
dy, and costs immensely, but who shall say
that it does not pay? The gentlemen of the
firm where we examined the circular told us
they were frequently ordering quantities Of
goods suggested by an examination OF It's
pages. ....
Some Of our Autographed cards of tobacco.
of hair oils, of stove polish, and similar
things, are exceedingly beautiful, as are also
the cards of our large shipping houses, an
nouncing the sailing of vessels Bankers
frequently issue cards of the finest bristol
board. whereon their business is displayed iA>
gold and colors. 1t is not from lack Of
taste among us that we have such poor trade
circulars in general, but rather from want Of
appreciation of the advantages likely to spring
from them. A good circular attracts every
one. while poor one is sure to repulse the
most determined purchaser. % .rfn0
We shall be pleased to receive duplicates Of
all the trade catalogues which contain illus
trations. We are frequently importuned tn
say where such and such machine can bp
had, and the catalogue will prove useful to us
for reference. cc.-Scientitic An,erican