Evening journal., 1892-10-27
ART OF ADVERTISING
WONDERFUL DEVELOPMENT OF THE
SCIENCE OF PROMOTING PUBLICITY.
Walter Wellman Finds Entertainment and
Instruction in the Advertising Columns.
What a SMART, Alert, Ingenious Gener-
alton This Is-Advertislng Pictures.

Instruction in the Advertising Columns.
What Smart. Alert, Ingenious Gener-
alton This Is-Advertising Pictures.
Especial Correspondence
WASHINGTON, Oct. 27.-There is
modern art which l admire very much,
and which is still little celebrated in the
salons or the books. IL 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 millions-the art of adj
vertising. / am a believer in adver-
tising, 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 be without advertis-
ingg 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-
tising pages, did you ever give serious
thought to the art, the fine human in
stinct, Che touch and delicacy, the inge-
nuity displayed therein, and above all
the view of our intensely practical, ra-
tionally luxurious and highly specialized
modern life thus afforded? / have done
so, and if had to buy a newspaper or
magazine composed of reading matter
without advertisements, or of advertise
ments without any reading matter,
think should choose the latter.
Let US study together for 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. IL has no nlkali In it
nothing but soap. The more purely negative
soap is the nearer does it approach to pcrfec
tion.
Here is a volume in less than three
dozen words-a model for advertisement
writer's, for journalists, for authors, foi
correspondents, for teachers
A shoe manufacturer knows some
thing of the art of advertising too. He
says;
The secret Of success and popularity Of th'
Blank shoes is that they are the best made, bes
value, most elegant and perfect fitting shoes in
the world.
This also is multum in iarvo, and it il
strengthened by an accompanying pic
ture Of the shoe itself. wherein the en-
| graver's art has produced lines Of rea
elegance and finish.
You would not expect to find a semi
literary art in n high state Of develop
ment in a varnish factory, would you
Yet here is a varnish man who NOR
than knows his business-who know
human nature and how to approach 1t
He writes:
You know a man who Is honest and straight
forward You can always depend on him.
You know another dishonest, deceitfu
tricky. You can never depend on him
You know siill another-sometimes kindl
| and truthful; sometimes cruel and treacherou.
When can you depend ON him?
That Is the way with varnish.
II you want a friend 10 trust In, which woul
you choose2
DO the same with varnish.
The maker Of tonic is another artist
He prints in this autumn season pic
ture, drear and cold, which attracts tn
eye and makes you think of overcoat q
fire Then he adds;
The month OF driving, pclting rain and slee
dangerous TO the weak. trying even TO Oh
rugged.
OF course the moral is that the systei
must be fortified with something; tina
you must put on an armor of flesh an
strength. And the one thing 20 do TIA
with is his preparation, whose praises ]
so softly sings that though / weigh q
pounds, I'm half tempted TO buy bott
: of it.
A railroad passenger agent shows hin
self to be as bright as the best of then
His road makes a specially Of carryir
people from thenorth 90 the sunny soutl
so he asks, in line which was a stroll
of genius;
Is your health worth a hundred?
In the advertising pages we have Q
ever present international show of VIII
human ingenuity is all the time don
for human comfort. health and luxur
! In fact l know of no better way
keeping mp with the new things viii,
are constantly coming out than by rea
ing the advertisements. Did you kno
that valuable brain and nerve fo'
: could be made from the phospho
! principle Of the OK brain and embr.
of wheatg Did you know that dandrr
should never be neglected. because
natural end is in badness; that youi
n Americans who do not wish TO 10
n their hair before they are forty mu
3 begin to look after their scalps befo
they are twentyg Did you know th
impurities of the blood could be J
d. moved by plasters externally apple
= Did YOU know that a toothbrush 4
y signed especially for artificial teeth i.
necessity in many households: Did "
know that You can buy a salt wi
which you produce real sen water
e home-''a luxury for it's exhilarating
= huence and remedial agent in debilii
e languor. rheumatism and weakness
fIa fninfe for lender feet and ma,