The Columbia herald. [volume] (Columbia, Tenn.) 18??-1935, 1892-11-01
ART OF ADVERTISING
WONDERFUL DEVELOPMENT OF THE
SCIENCE OF PROMOTING PUBLICITY.
Walter weIlman finds Entertainment and
Instruction in tEAe Advertising Columns
What a Smart Alert, Ingenious Gener-
alton This Is-AdNertfsing Pictures.
ISpecial Carrespondence. !

What a Smart Alert, Ingenious Gener-
alton This Is-Atl~ertfsing Pictures.
Especial CGzrespOndence.l
WASHINGTON, Oct. 27.-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-
bers its masters by the thousand and its
followers by the nilliOns-the art of adj
vertising. | am a believer in adver-
Using, and particularly in artistic ad
vertising.
The shrewd and successful man of
business always advertises. but not every
advertiser studies the art of advertising.
Did you ever stop to think, reader, how
dreary and ineffective newspapers and
magazines would he without advertis-
ing? Did it ever occur to you that in
scores of admirable publications with
which we are all familiar the advertis-
ing pages are more interesting, more
readable, more artistic than any other
pages? And in looking over these adver-
Using pages, did you ever give serious
thought to the art, the fine human in
stinct, the touch and delicacy, the inge-
nuity displayed therein, and above all
the view of our intensely practical. IA
tionally luxurious and highly specialized
modern life thus afforded? l have done
so, and if had to buy newspaper or
magazine composed of reading matter
without advertisements, or of advertise
ments without any reading matter, l
think l 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
Could anything be more effective, more
perfect, than this soap advertisement:
Blanks soap is nothing but soap-no medi-
cine in it-pure soap. 1t has no aIkai in it
nothing but soap. The more purely negative
soap is the nearer does it approach TO perfec-
ton
Here is a volume III less than three
dozen words-a model for advertisement
writers, for journalists, for authors, for
correspondents, for teachers.
A shoe manufacturer knows some
thing of the art of advertising too. He
says:
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 il
the world
This also is multum in parvO. and it is
strengthened by all accompanying pic
ture of the shoe itself, wherein the en-
graver's 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
ment in a varnish factory, would youi
Yet here is a varnish man who more
than knows his busineSs-who knows
human nature and how to approach it.
He writes:
You know u man who is honest and straight
forward. You can always depend on him.
You know another - dishonest, deceitful
tricky. You can never depend on him.
You know still another-sometiLnes kindly
and truthful; sometimes cruel and treacherous
| When can you depend on him!
That is the way with varnish.
If you want a friend to trust in. which would
! you choose?
Do the same with varnish.
The maker of tonic Is another artist
| He prints in this autumn season ii pic
| ture, drear and cold, which attracts the
| eye and makes you think of oveTcOat OF
| fire. 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; thai
! You must put on an armor of flesh anC
| strength. And the one thing to do thi:
with is his preparation, whose praises he
! so softly sings that, though l weigh 20(
! pounds, I'm half tempted to buy bottle
of it.
: 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
| so he asks, in line which was stroke
! of genius:
| Is your health worth a hundred?
In the advertising pages we have al
ever present international show of wha
human ingenuity is all the time doing
! for human comfort, health and luxury
! In fact l 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 d valuable brain and nerve fOOG
could be made from the phOsphOiG
principle of the OK brain and embryo
of wheat? Did you know that dandruf
should never be neglected, because it.
natural end is in badness; that young
Americans who do not wish to lose
their hair before they are forty must
begin to look after their scalps before
they are twenty? Did you know thai
impurities of the blood could be re
moved by plasters externally applied
Did you know that a toothbrush de
signed especially for artificial teeth is {
necessity in many households! Did you
know that you can buy salt with
which you produce real sea water a
home-"a luxury for its exhilarating in
f1uence and remedial agent in debility
languor, rheumatism and weakness Of
the joints, for tender feet and naSa
catarrh?"
Our grandfathers and grandmother:
would think themselves in fairy lanC
Il col