Omaha daily bee., 1915-07-08

II
il vithoutbutter-like a dress without trtmming-hks
q stage without setting.
Il lacks the appealing quality OF making trlehas
ouicly-of INTRODUCING itself without formality While
to me an attractive ad IL like pleasant smile or
hearty handshske-it expresses the spontaneous n
tmacy that besets a receptive frame OF nina
In explaining the psychology OF the illustrated ao-
vertlsenent I would draw my first example from
childhood instinct which. after ALL Is the natural IN
stinct Just the child learns to look az pictures
before Il TO read words 30 the wandering eye
Of the De ssive uninteresed unreceptve adult stamps
the impression Of a picture upon the brain involun-
tarly, before realize what has happened OF
prepare the defense OF unWillinsness against U.s.
Illustrated advertising may first be divided into
two great groups-namely decorative and descriptive
The first be likened unto tactful approach
OF a salesman TO his customer. II creates interest,"
gains admission the attention. and puts the reader
in a receptive state of mind.
The second is informer exact and concise
true registrar detail time saver that conveys In
the flash Of an eye what printed or verbal words
cannot portray without time or application.
Under the topic OF decorative illustration Il would
be most unfair to ignore the phase Of illustrations
known as the mpressionistic type. often termed
.French" This the newest and one Of the most
popular kinds of illustration. turns TO exasgeraton Tor
it's claim to interest and the vast use OF this class OF
illustration vouches for it's pulling powers as meas
ured by the estimation Of hard-headed business men
who are constantly pouring out their hard-earned
money for It's distribution among prospects, whom
they hope TO land customers.
This sort OF illustration In its mockery Of true
portrayal facts, Greatest interest arrests scenoh
and influences the reading OF the type matter which
Ia invariably the meat within the shell It's forcefn-
ness has been proven being constantly attested
to- by growth OF the businesses that have pinned
their faith 20 it's power for results
The trade mark but another form Of Illustration,
which while not always decorative In the strcteet
sense word surely cannot be ciassed under de-
scrptive illustration.
II does not need the running of my pen to call at
ention to the value the trade mark for u IL wcu
known that men poured millions OF dollars INTO
the Of the characters suggested by the
following sketch in words. which registers In the
minds eve illustrations that have become famous and
are priceless the various kinds OF business they
represent:
phoebe snow who quite fatigued from travel
on the Road OF Anthracite fell asleep and dreamed
that SCOTS Emulsion had improved the health %
Lydia Pinkham, until she strong as the Old
Dutch Cleanser Woman who 'chases dirt-and quite
equal to taking of Mennens Toothless Baby and
looking after the pranks Of the Gold Dust T"lns,
while the girl with the Wrigley eyes watched the
Campbell kids play tag with the Corticeln kitten.
AT this same time Big Ben who Is as strong az
Bull Durham. took Velvet Joe by Force and not only
turned his Ous Shirt Tails into trousers. but com
peiIed him to a Gillette Safety Razor or tie PaDs'
Blue Ribbon to his Arrow Collar.
Just then the Zu zu clown. who had been drink
ing welchs Grape Juice. started to fix his Boston
Garter when his o sullivan Heel slipped on cake
OF Ivory Soap and he fell Pail Mall on the Victor
Talking Machine, that the little. dog who heard
ened our fair dreamer and she went eating Her
sheys Chocolate"
And stin with all Of this evidence illustration
told have thus far only touched upon my first
classification OF illustrated advertising
Turning 20 descriptive illustration. perfectly
willing to strike out with the bold broad statement
that believe descriptive illustration to be one OF h'
| greatest statesmen the world have ever known.
Think Of the vast proportions Of the mall orde'
business. DO you suppose that the National Cloal
and Suit company-Monts omery Ward 4 Co,-SearI
Roebuck company-and a dozen other successful mai
order houses could attribute great proportion Of
their success element OF their business, a
| TO Illustration
Imagine. II you can. mail order catalogue with
out illustration, Illustrations have sold everything
from shoe nails to baby grand pianos automobiles
from flower seeds to harvesting machines nlustra
tion has sold goods in every civilized country OF this
world-in every walk OF life Then who doubt tn,
| value OF illustration?
The writer Miss l. T. ouck Is the advertisnI
| manager for j. NJ Gliding 8 Co. OF New York