Arizona republican. [volume] (Phoenix, Ariz.) 1890-1930, 1892-11-18

Especial Correspondence
WASHINGTON, Oct e7.-There is a
modern art which admire very much,
and which is still little celebrated in the
salons or the books. 1t is an art which
reaches nearer to the essence Of life in
this practical age, an art which has a
literature of its own, and which num-
beers its masters by the thousand and its
followers by the millions-the art of ad-
vertising, | am a believer in adver-
Using, and particularly in artistic ad-
Vertising
The shrewd and successful man OF
business always adyertises, but not every
advertiser studies the art of advertising.
Did you ever stop to think, reader, how
dreary and ineffective newspapers and
magazines would be without advertis-
hg9 Did it ever occur to you that in
Scores of admirable publications with
which we are all familiar the advertis-
fg pages are more interesting, more
readable, more artistic than any other
pages9 And in looking over these adver-
6sing pages, did you ever give serious
hought u the art. the fine human in
Stinct, the touch and delcacy, the inge-
suity displayed therein, and above all
tle view Of our intensely practical ra-
sonally luxurious and highly specialized
nodern life thus afforded | have done
90, and if had to buys newspaper or
magazine composed of reading matter
without ivertisements, or of advertise
nents without any reading matter, |
klink should choose the latter.
Let us study together for a few
moments these marvellous advertising
pages of modern publications Perhaps
we shall learn something about art,
literature, trade and human nature.
Gould anything be more effective, more
perfect, than this soap advertisement?
Blanks soap Is nothing but soap-no medi-
Sne in ft-pure soap. 1t has no alkali In it,
soothing but soap. The more purely negative
s9ap is the nearer does II approach to perfec-
Here is volume in less than three
dozen worls-a model for advertisement
writer's, for journalists. for authors, for
Correspondents, for teachers.
A shoe manufacturer knows some
thing of the art Of advertising too. He
Gays;
The secret of success and popularity of the
Blank shoes is that they are the best made, best
value, most elegant and perfect fitting shoes In
ae world.
This also is multum in parvo, and it is
strengthened by an accompanying pic
tue of the shoe itself, wherein the en-
Eravers art has produced lines of real
elegance and finish.
You would not expect to find a semi.
literary art in a high state of develop
nent in a varnish factory, would youi
Yet here is yarnish man who more
Man knows his business--who knows
human nature and how to approach it.
NJ writes:
You know y man who is honest and straight
Coward. You can always depend on him.
You know another - dishonest, deceitful,
Gicky. You can never depend on him
You know still another-sometimes kindly
aid truthful sometimes cruel and treacherous.
nhcn can yun depend on him2
That Is the way with Varnish.
II you want friend to trust in. which would
you cLooscl
DO the Sam with yarnish.
The maker of tonic is another artist
BE prints IN this autumn season pic.
turo, droar and cold, which attracts the
&C aud makes you think of overcoat or
Are. Then he adds:
The month Of driving, pelting rain and sleet:
dangerous to the weak, trying even TO the
rugged.
OF course the moral is that the system
must be fortified with something; that
you must pat on an armor Of flesh and
strength. And the one thing to do this
with l. his preparation, whose praises he
80 softly sings that, though / weigh 200
pounds, I'm half tempted TO buy bottle
G il.
a railroad passenger agent shows him
self to be as bright as the best of them.
his road makes a specially Of carrying
people from the north to the sunny south,
- ne asks, in line which was a stroke
Of genius:
Is your health worth hundred?
IN The advertising pages we have an
over present international show Of what
human ingenuity is all the time doing
for human comfort, health and luxury.
In fact | know of no better way of
Keeping up with the new things which
are constantly coming out than by read
ing the advertisements. Did you know
that a valuable brain and nerve food
could be made from the phosphoid
Principle vi the OK brain and embryo
Of wheat? Did you know that dandruff
should never be neglected, because its
natural end is in badness; that young
Americans who do not wish to lose
their bair before they are forty must
begin TO look after their scalps before
they are twenty? Did you know that
Impurities Of the blood could be re-
moved by plasters externally applied?
Did you know that tassOrush de-
signed especially for artiEst4l teeth is
necessity III many households? Did you
know that you can buy salt with
which you produce real sea water at
hoi1o--'a luxury for its exhilarating in
Grence and a remedial agent in debility,
lauguar, Rheumatism and weakness of
the IS, for tender feet and nasal