The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1895-12-08
FOR THE ADVERTISER
HlNTs AND SUGGESTIONS CONCERN.
ING THE USE OF PICTURES
They should he Appropriate, De Well
Have Touch of Humor.

though 1t Is as full OF wit, logic and persua-
sion as the north pole is OF cold. 1t Is .
failure. Now, a picture attracts attention:
there Is no question whatever about that.
1t attracts everybody's attention. The
terror Of the nursery viii stop teething to
look at 1t. Ninety-year-old grandfather win
i've his specs another wipe 20 get a better
view of IT. You and your wife, your man
liant and your maid servant and the
rssger within your gates Will all look at a
good picture. 1t appeals universally. Our
progsuitors away back In the early days
OF TIE human race. before letters were yet
invented. wrote to one another in pictures.
The picture was the first dawn OF literature.
But even now that the greater part Of US
are able TO read and write. there are
good many that still prefer this instanta-
leous process Of communication.
There are some people that are too lazy
20 read; they like a picture because il can
be absorbed with so little effort. And then
there are great many OF us-by no means
the least important element IN the commu-
nity-who really haven't time to read: We
like picture becaLse ii tells the story I'm
fiash-it gets us there in minute. Now.
those who can't read. those who won't take
the trouble to read. and those who haven't
the time 10 read constitute a considerable
body. and the pictorial advertisement is
the only one that will reach them.
But. Of course. the larger part Of the
community consists of people who have the
ability. the inclination and more or less
opportunity 10 read But where there is so
much to read they must discriminate. The
day has long since gone by when a body
reads the paper from corner to corner. TAX
ing everything as It comes. We glance at
the headlines-if they interest US we read
the article IL not. We skip IL. still less
do people read all the advertising; there
must be something about IT that viii at
tract attention. Big black type may make
an advertisement conspicuous. but II can
hardly make it attractive. Now, nothing
will draw attention Quicker to an advertise
ment that an attractive picture.
MAKE IT APPROPRIATE.
Don't spring a nightmare I'm printers ink
some CHASTITY, shuddering thing that win
drive nervous people to their doctors. I
have known advertisers to try to attract
attention by something conspicuousiy re-
pulsive. This doesn't pay. People will
never thank yoa for giving them the shiv-
ers. Suit your picture to the people you are
after. If you are advertising in mans
cats. You can work In as many fair maid
ems as you choose-men will always look at
those-but keep your cat and infant pictures
for the woman's page.
Make your pictures appropriate to your
subject. Many advertisers make a mistake
in this regard; they have an idea that any
pretty picture makes as good advertising
as any other pretty picture. This Is quite
wrong; for your picture should not only
attract attention, but II should attract at
tention to the particular object that you
are advertising. 1 remember a. concern that
advertised a washing powder very extern
sively few years ago. The proprietor had
a large Newfoundland dog Of which he was
very fond; and so he used this dog In all
his advertising. Now there is no more re-
lation between Newfoundland dog and a
washing powder than between Hottentot
and an Aeolian harp. Don't get your pic
ture so remote from your subject that one
must have the imagination OF Jules Verne
to associate the two.
Speaking OF soap ads. there are good
many OF these promulgated in these latter
days that may fairly serve as models OF
pictorial advertising ! am told that one
big English soap house paid an artist fl.0oO
for the original painting OF one OF its most
famous advertising pictures. There have
been during the last two or three years a
good many effective illustrated soap ads
put out and in nearly all OF them you will
find that the soap is palpably In evidence.
There are children blowing bubbles, the
nurse is washing the baby, or there Is some
other distinct soap scene. One OF the best
illustrated advertisements have recently
seen is in the soap line. You have doubtless
seen 1t. and IL you have you can't fail TO
remember It. There are two chubby little
tots in a pronounced state OF dishabille.
both being clad only in a single underzar-
ment But with the one 1T reaches nearly
to the knees, while In the other Il Is sadly
shrunken and barely reaches 10 the waist.
leaving its dimpled and cherubfc wearer
in most embarrassing position. The first
little fellow, he OF the full length sunsc,
exclalms. My mamma used So-and-So's
soap!' Sadly responds the other II wish
mine had" There's volume OF advertising
In less than dozen words. and you can't
forget il II you try
AN EFFECTIVE PICTURE.
L have just been looking at two bicycle
advertisements. One is a picture OF a man
on wheel racing with a railway train and
keeping the lead by very comfortable dis
lance. It's picture full OF life and action
and bicycle. The other advertisement is q
big black track OF a bare foot with a little
white bicycle across the instep. It's con-
spicuous enough, because of it's very black
ness. but it's not attractive. and the
thought that you carry away is not that
you'd like to buy bike like that but thar
you'd be willing TO contribute very gener-
ously toward getting a shoe and stocking
for that black. unshapely, unshod foot.
Always. when practicable. work the arti-
Gle you've got for sale into your picture.
IL you have some new thing to put upon
the market, new combination chair a new
musical instrument, something new TO wear
anything new whatever-be sure TO give a
picture OF It. That is so easy TO understand
while long detailed descriptions are to most
people a WEAKNESS to the flesh and a tangle
TO the understanding. Always have your
picture Enthusiastically suggest the article
that is for sale. This IS usually a thorough
ly easy matter. II it's something 10 eat or
wear. some toilet preparation OF some
household furnishing, there are innumera>
BILE scenes that your artist can get ND that
will set forth your goods appropriately and
conspicuously. Some advertisers with q
very easy thing TO illustrate viii go leagues
out OF the way TO Tub In some inapproprf-
| ate and far-fetched Illustration. There was
a chewing gum somewhat extensively adj
vertised a while ago. and always with .
| cut OF a big grizzly bear. Now, what as
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