The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1913-01-22
AT THE AID CLUB
Lantern Slide Lecture by New
York Man.
IT Preceded the $3.50 Dinner at
the National.

! The first of a series of lantern slide
lectures on subjects pertaining to the
art of advertising was given before
the members of the Topeka Ad club
| at the National hotel Tuesday night
subsequent to a $50 o'clock supper.
The lecture was written by Gerald
r. wadsworth, a prominent advertis-
| ing man of New York city. The sub
ject was Preparing an Advertise
rnent" Next Tuesday noon the second
of the series of illustrated lectures viii
be given at the same place 1t VIII
be on 1.-THE Personal Qualifications OF
the Advertising Man by George
French.
when a manufacturer or a retailer
decides to advertise he generally ex-
poets more of his advertising than he
should" stated Mr.. Wadsworth in his
lecture Some of the best advertising
that could be prepared has failed, not
because of its own weakness, but on
account of contingent conditions, over
which the advertising man had no con-
troll. To place the blame for lack of
results at the door of advertising is
quite often nothing short of a rank
Injustice. So it often appears that adj
yertising must produce results in spite
of conditions rather than because of
them.
1.-The reason that advertising has be-
come such a great force today is be-
cause it has produced results in spite
of conditions and consequently has ed
ucated the advertiser to an apprecia-
ton of greater benefits to be achieved
by it if the conditions which affected
it's efficiency were improved. 1t is this
appreciation that has been response
BILE for the great honesty in advertis-
ing wave that has swept the country in
the last few years, resulting in the ma
tional and numberless local vigilance
committees.
never be reduced to science, but it
can be done scientifically to the extent
to which the experiences of advertisers,
during the past, are taken into con-
sideration and used as basis for sug-
gestion by the advertising man. Gem
orally speaking, a combination of the
inSpirational and the scientific will be
most effective because either one slim
uTates higher efficiency in the other.
1.-The character of an advertisement,
then, involves those fundamental pr1n-
ciples which are to be the basis of its
structure. 1t is considered under
three general divisions, namely: Pro-
cess, Basis and Action.
I'm the preparation of an adver-
tisement, it is necessary to decide
upon whether the appeal should slim
ulate an impulsive response or de-
liberate one. This will depend to a
great extent upon the prospects state
of mind regarding the thing adver-
tised.
1.-The basis of an appeal may be
considered from two standpoints,
namely, those of principle and pur-
pose. Principle regards commodity
or service in the light of how or why
it possesses utility, while purpose con-
siders it from the viewpoint of what
are the phases and Importance OF its
utilities.
the mode of expression as it relates to
the kind of mental activities pro-
duced. Some modes of expression are
designed to produce conclusions; 9TH
ers must be accepted either because
they are believed to be oh yious or are
credible"