Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1909-07-16

aud glass lanthorns was born the
street sign of today.
Practically all forms. of publicity
are communicated to the brain through
the sense of sight, which is made pos
siblc only by the use of light. 1t is
therefore important that it must please
the eye. In print this is accomplished
to some extent by attractive designs,
color effects. style of type, class of pa
per or catch lines. which is demon
strated by advertising matter in news
papers, magazines and circulars re-
ceived through the daily mail, all of
which shows that the object is to
make a lasting and favorable i'm
preston upon the brain.
Light as a medium of publicity there
fore occupies a very prominent posi-
ton. 1t does not compete with other
forms of advertising but occupies
field of its own, at time when other
forms without it would be of less val
ue. It's use is at time when there
is nothing to detract from it-when
people are walking or riding. when
they do not read the papers.
The most striking evidence, perhaps,
is the enormous increase of it's use by
merchants of all kinds, in multitud-
nous forms, limited apparently only
by the capacity of imagination In
which light may be utilized in the
great field of aggressive publicity.
A brilliantly and artistically illumin-
ated store presents a cheerful and in
viting appearance which merchants
have come to realize is very i'm
portant element to success in business,
as it unconsciously extends welcome
and establishes confidence Human in
stinct prompts people to go into we'll
| lighted stores, to walk on Well-lighted
streets and to visit well-llghted cities.
| The most popular form of light for
publicity is the show window. Resides,
| a well-lighted show window is much
more attractive by night than by day,
as there is not so much to detract from
it, the eye being naturally attracted
! by all illuminaed object at night.
There are many classes of goods that
appear more striking and attractive
under artificial light than by daylight.
| Besides. illuminated show windows add
| 10 the brilliancy and attractiveness of
| the street.
| The Illuminated sign burns the name,
business and location into the public
mind. 1t is indeed the sign of the
times; symbol which represents the
business idea so completely that its
advent within the comparatively brief
period of ten years has changed the
appearance of cities.
| Window, sign and display lighting,
therefore, contributes not only to the
illumination of the city. but to the adj
vertising of the city. 1t is generally
conceded that a well-lighted city or
village is Il well-advertised place. A
/ visitors opinion of the progressiveness
Of city or large village is to a large
extent influenced by the illumination
of it's business districts, as artistic, uni
form and brilliant street illumination
makes lasting impression that could
not be produced in any other way. The
effectiveness of light as means OF
publicity was brought out very forcibly
at the Trans Mississippi Exposition al
Omaha, the Pan American Exposition
at Buffalo, and later at the Worlds
Fair in ST. Louis.
| A system of street illumination
should be artistic as well by day az
by night, not too spectacular, but digni-
fled, useful as well as Ornamental.
l If, therefore, the street and show
windows are artistically illuminated
and the streets present a spectacular
but dignified appearance, it will no.
only make lasting impression upor
the visitor but will fill the hearts OF
the residents with pride.-,Electri'
| News