The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1901-11-24
HIGH ART IN ADVERTISING.
MODERN Appeals to Public Must BE
E~nticinsIy Illustrated.
New York Telegraph.

New York Telegraph.
Perhaps one OF the most emphatic manifesto
lions OF twentieth century progress to be OBJ
served in the periodicals. of the hour lies in the
tremendous improvement in methods Of maza-
zine advertising. This advance. while character
izing every branch Of the publicity promoter
art, Is noticeable particularly in the illustrated
aaKeItssments Indeed, 50 few appeals to tho
70 catch the heeting sense that practically only
the pictorial displays are worth considering.
Now that zine etchings and chalkplate repro
auctions almost entirely have been abandoned
In favor OF halftones. there seems to be no limit
70 the possibilities for the picturesque in adver-
Using art. Cuts are run in connection with
soap and dentifrice advertisements which a few
decades ago would have been considered superb
as the frontispiece Of the leading magazines.
The day Of the cheap attempt at Illustration is
past. No more does IL suffice for the halter or
mhIiner to print ashen silhousttes of his wares.
An unattractive picture Of a hat BY itself is
passed in disdain by the reader who idly turns
the advertising pages Of his favorite monthly.
Under the hat must be a face. and II the head
surInountS q we'll grOOmed figure, so much tho
better for the advertiser.
The same rule applies TO the costumes OF both
iste to adorn her advertisement with frocks ap-
Parently buoyed by sore unseen force, or at
lessness, detracted materially from the beauty
Of the gown. Now she must fit her show toll
cites upon flesh and blood models-and pretty
ones. at that-who. by their human poses. DEM
onstrate at a glance how the goods would look
on readers OF similar build.
50 with opera cloaks. patent stays, lingerie
E1~-o 49, 1900 "1NN NHN AAANl III
terest OF a well turned ankle. parasols must be
thrown athwart shaPely shoulders. necklaces and
bracelets must encircle rounded threats and
wrists. 1t is not sufficient that the inanimate
object be displayed; its actual effect also must be
Even with bicycles. skates, automobiles, car
riages and golfing goods, the same necessity for
Fancy, If you can, a cycle manufacturer Of or
binary business acumen contenting himself with
a simple picture Of a wheel! AS for golf sticks.
a dealer might cover his page with them, and,
unless be portrayed also some winsome lass with
vi IN Har hand aud a Scotch Cann tbrnuru haorr
over her shoulder. he wouldn't sell enough to
The secret Of 1t IS that men and women take
more interest in their kind to-day than ever
before in the history Of the race. not excepting
the days when they had no luXuries, few con-
veniences and therefore were dependent largly
upon one another for diversion and instruction.
proven by the fact that articles intended ex-
olusively for male use now are shown in use by
men, instead OF being illustrated simply with
some pretty feminine face. Pictures OF women
are confined almost altogether TO advertise
their purpose Is evidence that the daughters OF
Eve eneetually have refused the Islander that
their sisters cannot command their attention.
and that they find men alone interesting.
Many thousands Of persons now are employed
Photographic reproductions greatly have reduced
the necessity for artists. but a few yet are
borders.
Outside Of this class, however. is a small army
that draws many shining double eagles from the
industry. Numerous young women find all their
time occupied in posing, for which they are paid
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tors. Children. too. earn money in that way.
not a few swelling materially the incomes OF
their parents by a few hours OF comparatively
easy work before the camera Photographers
without number devote their time almost ex-
clusiVely TO making pictures for the big adver-
tisers. One Broadway firm receives four times
as much from that branch Of its business as
from ordinary sitters, despite the large prices II
charges the latter. A young man who lets little
grass grow under his feet gives all his working
hours to developing the patronage OF brewers,
while another deals only with soap makers.
The enormous strides in advertising art have
done much for some OF the biggest photo
engraving and eiectrotyping firms in the country.
while even the printers have been benefited. for
the use OF halftones demands more careful work
than did the old fOgy methods OF illustration. so
capable and conscientious men are at a premium.
And the business is only in it's infancy.