The Guthrie daily leader. [volume] (Guthrie, Okla.) 1893-1996, 1903-06-17

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all the honest advertiser and the hon
eat business man is making his way to
the frcnt and p'ery day shows a larger
recognition OF his true position in the
business world.
The next point would emphasize as
an important one is that of simplicity
Simplicity Is the ideal advertising.
There are some things which
claim to be advertising, but are not
They detraot from the reputation of
the business which issues them and do
not create one atom of respect. The
only apology that can be offered for
such things is that the people who get
them up don't know very much about
advertising; in fact, they seem to have
a serious misconception of It. But
there is about as much difference be-
tween such attempts at ADVERTISING
and real advertising aa there is be-
tween notoriety and fame
One thing which comes under the
head Of bad advertising Is offensive II.
lustrations
Another specimen of bad advertis-
ing was a cheaply printed poster be.
ginning, $500 reward Following this
In small type I; went on to say, is
sometimes offered by railroads for the
capture Of hold up men, but you will be
amply rewarded with good time II
you attend the yoeng peoples social at
the north church Now. that is slmp.
ly too ridiculous to talk about, but
there it is-an advertisement issued
i by a church in one OF the greatest
cities. in The earliest years Of the en-
llightened twentieth century,
"Ano;her form Of bad advertising is
exaggeration. Some people call It ly-
ing Others call 1t 'unwarranted hy-
perbole Others call it putting it
little strong Others call it highly col
cred Others take it as a matter Of
course
ITO enumorate all the types Of bad
advertising would be a task too large
Tor one man to undertake.
"one of the most important poluts
lin connection with an advertisement
of the right sort is Typography. There
lis a kind of irresistible attraction
about a beautiful piece OF printing and
there Is something Inherently repuls-
i've about an inartistie page II is said
that the character OF town or city
and the degree Of refinement attained
by its people can be pretty generally
determined by the charactr of the
signs usd on its business houses.
This same principle applies more or
less to publications and advertise
ments. Perhaps we might say that
Boston is the exception which proves
the rule. Her newspapers are pro
erbial for their lack of taste in typog
,raphy and yet It is generally conceded
that there are many refined people In
Boston Some people even speak Of Il
as city cf refinement Perhaps the
large gothic display lines in the Bos
ton papers are the thorns In the tiesf
of the citys refinement, so the rule
holds good even there
: Advertisers frequently talk amonl
! themselves about the merits and de
Il merits Of various publications and
= good or bad opinion passed on TO an
, other man often has great deal o
Z weight
u one Of these points which has it
It meet on The impression an advertise
! gets OF newspaper is the folly whic
4 Is sometimes INDUCED in Of attempt
o ing to secure adyertising ON othe
5 grounds than a strictly profitable bus
It ness proposition for the advertiser
If bat his wife had hand IN It, and he
a. pear on a page which IL dishgure
IT with Objectionable advertising.
n IT does not pay the advertiser {
ie publish his advertisements along wit
At objectionable advertisements, and II
ID does not pay him It cannot long pa
ss the publisher TO receive objectionabl
e. advertisements You can't keep ic
1t and 6re IN the same place, and It Is