The Roanoke times. [volume] (Roanoke, Va.) 1890-1895, 1892-11-04

instruction In tho Advertising Columns.
What n Smart, Abort, Ingenious Gencr-
alton This Is-Advcrtising Pictures.
Especial Correspondence
WASHINGTON, Oct. 2~.-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
literature of its own, and which num-
bers its masters by the thousand and its
followers by the millions-the art of adj
vertising. l am u believer in adver-
Using, and particularly in artistic adj
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-
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 i'll looking over these adver-
Using pages, did you ever give serious
thought to the art, the fine human i'll
stinct, the touch and delicacy, the inge-
nuity displayed therein, and above all
the view of our inteEsely practical, ra-
tionally luxurious and highly specialized
modern life thus afforded? 1 have done
so, and if 1 had to buy 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 mcdi
cine in it-purc soap. 1t has no alkali in it,
nothing but soap. The moro purely negative
soap is tho nearer does it approach to perfcc-
ton.
Here is volume in less than three
dozen words-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
says:
The secret of success and popularity of the
Blank shoes is that they are the best made, hest
value, most elegant and perfect fitting shoes in
the world.
This also is multum in parvo, and it is
strengthened by an accompanying pic
ture of the shoe itself, wherein the ell
graver's art has produced lines of real
elegance and finish.
You would not expect to find n semi
literary art in @ high state of develop
ment in varnish factory, would you:
Yet here is q varnish man who more
than knows his business-who knows
human nature and how to approach it.
He writes:
You know man who is honest and straight
forward. You can always depend on him.
You know another = dishonest deccitful.
tricky. You can never depend on him
1ou know still Notwithstanding kinli,.
and truthful; sometimes cruel and treachcro,.
When can you depend on him?
That is tho way with varnish
III you want n friend to trust in which would
you chOose2
Do the same with varnish.
The maker of Il tonic is another artist
lie prints i'll this autumn season IL bic
ture, drcar and cold, which attracts the
eye and makes you think of overcoat O.
fire. Then he adds:
The month # driving, pelting rain and slcct:
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 put on an armor of flesh and
strength. And the one thing to do this
with is his preparation, whose praises he
SO softly sings that, though l weigh 900
pounds, I'm half tempted to buy a bottle
Of it.
railroad passenger agent shows him
self to be as bright as the best of them.
His road makes Il speciality of carrvi,i:,
people from the north to the sunny south.
so he asks, III IL line which was a stroke
of genius:
Is your health worth hundred?
In the advertising pages we have III,
ever present international show of What
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 a valuable brain and nerve food
could be made from the phosphoil
principle of the OK brain and e,nbrvo
of wheat? Did you know that dandruif
should never be neglected, because its
natural end is in badness that youie
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 that
impurities of the blood could be re-
moved by plasters externally applied.
Did you know that toothbrush de-
signed especially for artificial teeth is Il
necessity i'll many households? Did Won
know that Won con l,, -.