Daily tobacco leaf-chronicle. (Clarksville, Tenn.) 1890-1895, 1892-12-06
ART OF ADVERTISING
WONDERFUL DEVELOPMENT OF THE
SCIENCE OF PROMOTING PUBLICITY.
Walter Weilman Finds Entertainment and
Instruction in the Advertising Columns.
What a Smart, Alert, Ingenious Gener-
alton This Is-Advertising Pictures.
Especial Correspondenco.l

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. l am 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 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, ra-
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, !
think 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 alkali in it
nothing but soap. The more purely negative
soap is the nearer does 1t approach to perfec-
ton.
Here is volume in 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 In
the world.
This also is multum in parvo, and it is
strengthened by an 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 semi
literary art in q 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 a 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-sometimes kindly
and truthful; sometimes cruel and treacherous.
When can you depend on him2
That is the way with varnish.
you choosep
Do the same with varnish.
The maker of a tonic is another artist
He prints in this autumn season pic
ture, drear and cold, which attracts the
eye and makes you think of overcoat or
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; 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 | weigh 200
pounds, I'm half tempted to buy bottle
of it.
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,
so he asks, in a line which was stroke
Of genius:
Is your health worth hundred?
In the advertising pages we have an
ever 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 valuable brain and nerve food
could be made from the phosphoid
principle of the OK brain and embryo
of wheat? Did you know that dandruf
should never be neglected, because its
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 that
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 a
necessity in many households? Did you
know that you can buy salt with
which you produce real sea water at
home-'a luxury for its eXhilarating in
fluence and a remedial agent in debility,
languor, rheumatism and weakness Of
the joints, for tender feet and nasal
catarrh?'
Our grandfathers and grandmothers
would think themselves in fairy land
We're they to read the advertisements of
the day. 1.-THE idea of buying your
soups by the can, made out in Chicago
or Kansas City! The idea of buying
plum pudding in a can, put up in Paris
or Bostonl The idea of buying a soap
specially for baby's bath warranted to
cleanse the skin, soothe irritations and
beautify the bodyl The idea of buying
cigars by mail or sending on your meas
ure taken by yourself to have a dress
suit made a thousand miles away, or Of
getting things called hygienic under
wear, or of having your nose straight
enedv' These are ordinations which