The Hawaiian gazette., 1912-09-03

been changed in all that time.
"The point l have tried to lead up
to is that the written advertisement
placed in the printers hands should
contain timely business news something
that may be featured An advertise
ment written and displayed in one tone
is not appealing in these days of high
specializing. If the point in the writ
ten advertisement to be featured is i.-
dicated, or pointed out to the printer,
it would be just as well; if it is not
indicated, but still is there, believe
the average advertisement compositor
in these days will be able to discover it.
| say this because the printer is not
mere mechanical automaton, but is gen.
orally man of intelligence, who gath
ers new ideas easily and rapidly, and,
if necessity, is of an artistic tempera-
ment. His work often fails to be ideal
from my standard, but the fault is not
always the printer SOFTEN he is but
obeying some higher authority.
Artistic Display.
"In displaying ads there should be
decided contrast, the things to be fea-
tured brought out sharply, in contra
distinction to the remaining matter
which may be regarded as explanatory.
This is designed to make an instant
impression upon the mind of the reader
of the gist of the ad First impress
sions count.
"The free use of extraneous orna-
mentation in ad setting is not in good
taste. Neither are large, glaring Dor
ders. A well balanced ad may be lik-
ened to good picture. There is harmo-
nious contrast throughout-sh lines
Of light and shade. Who would con
tend that broad, glittering gilt frames,
or borders, add anything of value to the
best plcturesf l do not wish to be
understood as discouraging the use of
ornamentaton Experimentation would
| advocate its reasonable, artistic use.
bit of piping on a lady's dress is
chic, while an overload of furbelows
might not be so pleasing to the eye.
Use of Pictures.
''Today there may be said to be a
renaissance of pictured stories. / be-
lieve too much can not be said in favor
OF illustrated advertising. A printed
picture of the building in which bust
ness is located fixes indeibly in the
mind of the reader the where /
would go step further than that, and
advocate the printing of the portrait of
the manager of the business or of tine
person with whom the public has most
to deal 1t would be an introduction,
one to the other. 1t is popularity
of most of us, that we like best to
deal with some one with whom we are
acquainted. In advocacy of the print
ing of pictures for business purposes,
/ it can be pointed out that n great many
busy people take time only to look
! at the pictures and, perhaps, headings
| of articles in publication, promising
themselves a more thorough reading
later.
Plain Copy.
- In closing this paper, would enter
a plea on behalf of the printer, for
legibility of copy The work Of max.
ing newspaper must be done in
rush. There is no time In which 10
work out puzzles Much copy put into
the printer hands Is hrainy, but the
ehirogrhphy Is cramped aud careless,
causing the expenditure Of precious
time TO declpher ID, Il would he well
II every copy writer used u typewriter,
lhe Older printers now living remem'
Der tho printing office stories, widely
current about the nToadahle copy
made by Horace Greeley, one OF tho
most celebrated figures IN American
journalistic history II was 30 bad
that 0ply two or tbrea eOmpOsitors Ia
the Now York Tribune Qfhct could
make anything out of il, aud they
received double pas fpr puiting Nj
lifpoley'u editorial eapY into typo and
ihey earned Va, too Mark Twain, Ia
ono VI bis ha0hs Roughiug lti 1
lhlRb, made humorous hil iu An "a
tempt ~ translate nne 81 Nc urpplel .
lelieW oR lhe subject w faImiNg
| IA ,,a. m taso