Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-06-25

for some kind of cream separator Therefore, they
would look at your ad with purposed attention
On the other hand, if you were advertising aero
plane you would probably find very few of the readers
who would be in the market for such luxury. Prac-
tica would look purposey for proposition such
your ad presented Therefore order to force atten
ton YOU would have to shout louder Consequently you
would have to bigger space
Take example less far fetched than aeroplane.
Suppose you have to advertise SOAP Nobody says
Where's this weeks Journal? want to if there
any soap advertisements in it, Yet Mr. Farmer fire.
quenty says Where s this weeks Journal? want to
there are any separator advertisements in it.
So regaro your SOAP If it is to get attention will
have work it. and in order to create that unwilling
interest it must talk through fairly large space.
Luckily, it is often true that the universal the
popular demand for thing, the less voluntary is the in
terest required The may be that which is OF
versal need is usually made by many different
facturers that it is continually and widely advertised
For instance, take the of cleaning powders They
advertised and advertised By virtue of that fact
readers become used to cleaning powder ads. When
people do pay attention to them it is not because of their
WILL but because the power of the copy compels their in
terest in spite of their apathetc instinct
Articles of universal demand enjoy great enough
sale that the expenditure necessary for increased
of space is warranted But the other hand if the de
mand is limited and specific, as, for instance, OF
rubber roofing you could not afford such big space
because so small percentage of your readers would
happen be in the market for that thing at that parcu
lar time Yet by the same lucky coincidence would
not need such big space because those readers who
earnestly the market for rubber roofing at that tme
would be seeking out such advertising. They would APP
ply toward it voluntary rather than involuntary
interest and therefore you would get their interest if
your space were small.
The advertisement which appears to be regular news
matter strategicay enjoys the voluntary interest which
reader naturally applies to the kind of matter
which such ad stimulates. This steals attention
though it have neither contrast novelty SIZE Nor
does such need Illustration except the illustration
may pretend to be regular newspaper illustration For
in so far as this kind of reader advertisement looks
like news matter which it is not in that far it wins at
tenton
But the ordinary display advertisement is obviously
paid ad and such makes no claim on the attention
of the reader except far it win the readers
eye either through merit of display, through some
kind of interest getting quality Here enters the illus
traton-the strongest simple factor in all advertising
For the Illustration is both word and picture at and
the same time. Some things it describe no
language could describe them-and transmits It's message
at glance rather than through tedious perusal.
The picture is usually used to describe the article
which the ad presents But good illustration can very
profaby describe the argument well as the article.
When employed to explain quickhash the meat OF
argument the picture apt to take the form OF cap
ton For instance call to mind the picture of the
looking into the mirror and seeing the wrinkles his
face in proof that he getting haggard from working
too hard The of ''Sanatogen is the answer Thus
illustration suggest virtues of that
remedy than any number of words could convey-be
cause words could create vivid an impress
sion Moreover, in many eases, unadorned words often
fail even to win superficial reading.