Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-12-01
CHAPTER XIV.
CAN ADS BE MADE EFFEcTIvE THROUGH FUSION
WITH NEWS?

| s.
There channels other than the emotions through which
You get favorable Mind Display through Fusion Espe
caly you using the newspapers you hitch up your
selfish interests with piece of which of itself
teres whether it excite sympathy not For instance
clever advertiser at the outbreak of the European conagra
tion out with can't War Sale ~ this only
gathered unto his merchandise the attention of ene but
also he partially converted his the interest which
people had In the war.
There many nstancesof this kind Of Fusion For IN
stance in the Mexican turmoil when Americans inter
ested the Fairbanks Company WITH IF must
clean up Mexico why not LET the Gold Dust Twins do it, This
clever soap manufacturer virtually stole own washing
powder interest which the Mexican wrought Such
Mind Display built Fusion with interest of
be best secured where the in the
newspaper.
There another means Of Fusion through Mind Display
which the mind rather than attracts the eye although
does both This style puts the product novel relation
ship with atmosphere which of itself peases the prospect
For example remember the old ad of the Lowney people who
during the hot months found profitable to place
box of their chocolates the snowy bank of cecad river
The Uneeda Brcu people also made hit with similar dea
by porng their box of crackers frozen into the center Of
cake of ice.
Although Fusion is mighty disable element it can often
be msused There good many accidental instances in
which Fusion works against the of advertisement
For instance where your adj particularly you happen to be
advertising food product placed next to announcement
showing the picture of tombstone justified in crying
out against the sad side of Fusion for such Mind Display
which associated your food with cemetery cannot help but cast
atmosphere SOOuS
advertise.
Most newspapers only clear from that kind Of
bad Fusonhey also seek in all possible build up pur
posey Fusion of ideas that will help the advertiser Some
times they almost go extremes in which the
ads sought to win Mind Display through the element Of tme
The ad for the first week October mentioned October
Therefore the publisher Of certain paper which usually pub
shed calendar of the month every ISSUE placed
this October ad right below the calendar of October One
might have thought that the calendar part of the adj and
had been paid for by the advertiser.
At the beginning Of the European War; there lot of
advertising which sought to build its pull through mention of
the Therefore, most advertisers wanted their ads placed
alongside of reading matter in regard the Such
able Fusion, which indirectly results from neghboring aos
per fairly for the newspaper publisher to give And
he usually gives it cheerul, and call il part of his papers
s'service."
In fact the publisher himself does not arrange the
details the makeup mantle typographical expert who act
uay builds up each newspaper pagehe knows about
advertising than many advertisers Therefore, his
tative this the composing often builds the page
that each ad will get much possible of this indirect
Mind Display which results from this Fusion with neghborng
news.
Or course such Fusion is quite impossible in mediums
there is Some magazines charging their
pages put the ads alongside of reading matter But
such publications. rule lack the tmeness that makes
possible this kind of Fusion Likewise with painted bulletins
cards bill boards it is quite impossible for the
owners of such mediums to provide this kind of beneficial
Fusion The only Fusion such ads apt to get the con
fusion with the competing which usually both sides
For favorable Fusion, the newspaper certainly king.
Yet there cases where harmful Mind Display results
from unfortunate Fusion caused by purpose and not by
dent The example of this lies in the all too frequent
of repusiye figure in connection with the advertisement
of desirable goods For instance proverba example the
picture of Shiny frog trade mark connection with high
grade coffee No that reptile without saying