Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-06-23

if you Happen to be advertising food product is placed
next tosan announcement showing picture of a tomb
stone You justified IN crying out against the sad side
of Fsibn for such Mind Display which associated your
food with cemetery rannot help but east some atmos
phere of undesrability around the goods which you
advertise
Moa newspapers not only steer clear from that kind
of bad usontey also seek in all possible ways to build
up purposely Fusion of ideas that will help the adver
tiser Sometimes they almost go to extremes in
in Which the ads sought to win Mind Display through
timeliness Tie adj for tlle first week in October
toned October Therefore the publisher of certain
paper which usually published calendar of the current
month n every issue placed this October ad right below
the calendar of October One might have thought that the
calendar was part of the adj and had been paid for by
the advertiser
Atthe beginning Of the European War there
lot of advertising wlloe sought to build its pull through
mention of the war Therefore most advertisers wanted
their ads placed alongside of reading matter in regard to
the war Such favorable Fusion which indirectly results
from neghborng atmosphere fairly for the news
paper publisher to give And he usually gives cheer
fully, and calls it part of his paper service
In fact even if the publisher himself does not arrange
the details the makeup mantle typographical expert
who actually builds up each newspaper pae-he Knows
more about advertising than many advertisers lhere
fore on his own initiative this man in the composing
room often builds the page so that each al VIII get as
much as possible of this Indirect nd-Dlsplay which re-
suits from this Fusion with neighboring news.
Of course, such Fusion is quite impossible IN
mediums where there is no Some magazines are
charging their pages to put ads alongside reading
matter. But such publications as rule, lack the time
illness that makes possible this kind of Fusion Likewise
with painted bulletins street car cards, or blDoards
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 confusion with the compel
ing ads which are usually on both sides FOR favorable
Fusion the newspaper certainly KING.
4 IN.
Yet there are eases where harmful Mnd-Dlsplay re-
suits from unfortunate Fusion caused by purpose and
not by accident The main example OF this lies IN tile all
too frequent use of some repusiEe figure IN connection
with the advertisement of desirable goods For instance
proverbia example is the picture OF SHINY frog as
trademark in connection with high grade coffee No one
can see that reptile without saying " gh And the
g cannot help but be carried over INTO the reader
Judgment of the coffee Such violation OF the rule OF
Fusion is space-wasting and worse OF course the eX
PLANTATION is that the would be advertiser seeks through
some freak to attract attention Perhaps he does attract
attention but if at the time he persuades his pros
pect not to buy that which he is paying to advertise to
that prospect what good the attention winch his clever
freak has secured for him.
q Tomorrow chapter will be: What Part Does Size
Play IN the Effectiveness of Display?