The sun. [volume] (New York [N.Y.]) 1833-1916, 1915-05-02
THE ADVERTISERS ART.
Exploring the Mystery Of DE Tierre's
Elite shoe Fastener.


That advertising is one Of the fine arts
everybody now admits. II has not
always been SO Like the American
statesman IL has changed with the
years.
a statesman Of The old y-,:Sfd
changed his opinions with becoming
deliberation: there was nothing spec
| taCular about ii.
The modern statesman is n curious
product OF stress ana turmoil Orc
half of his time is given to the read
! ing of signs and symbols: the other
half is devoted to the amusing pas
time Of projecting both halves of his
corporeity on the same side of politi-
cal fences without impairing his dig
nifty or his trousers.
II he lands intact he gains the
plaudits of the multitude and a sue
cessful tour on the Chautauqua cir
cult. For political fence jumping Is
Il feat that appeals to the Imagination
Of the plain people.
The same may he said of modern
advertising.
The old style was dull and prosaic.
Nowadays successful advertising must
unfold vision and dip its brush in
the colors of the rainbow.
Let us suppose that Smith invents
new kind of egg beater
Would any one advise the worthy
man to advertise his invention in
terms suggestive of the heating of
eggs? Would any one expect him to
publish cut II the heater with a
plain, unvarnishcd description of It's
merits?
Well, scarcely.
Let Smith consult an expert, an
adept in the psychology of modern
Advertising and then behold the re-
SUIT: a spacious dining room fur
nishcd in mahogany; about a re-
splendcnt table is seated a dinner
party in evening dress from a huge
chandelier streams a rosy glow: an
orchestra hrcathes soft music from
garden of palms; in glasses Of cx-
quisitc workmanship sparkles "A vim
tage aged for kings.
The title of the masterpiece IL sim
ply this: "Mousson's. the egg heater
de luxe. For hostesscs of refinement"
\ while ago a friend 90 mine de-
Clded To- put on the market a
unique and very serviceable style Of
shoe button. His hopes We're high
his enthusiasm was unbounded.
The button WAS a thing of beauty
and knowing something of the fads
and fancies of the time. he felt that If
It were properly advertised he would
soon reap a odly reward.
SO he started an advertising cam
paign Of his own. He published a
cut Of the button and described IL
accurately and in vivid terms
At the end Of three months his
sales had amounted To $3.50. lie then
consulted a firm Of experts.
one of their representatives called
at his office and for over an hour dis
Courscd lcdrnedly on the subject Of
modern advertising, employing many
technical terms, such as scientific
management" "e''icicncy." punch"
message and "psychology."
\ little bewi.dered but still firm in
the faitn. my friend signed contract.
and ten DAYS afterward the first adj
vcrtisement in his proposed campaign
for customers was submitted 20 him
Tor his approval.
It was full page "ad' In colors
sixty horsepower Limousine stood
on a. bluff ovorlooklnS the Pacific
Ocean. In the front seats sat two
puGilists in Beau Brumm"l attire.
Behind them stood two Greek god
dosses clothed in clinging raiment. one
leaning gracefully on "A plrasol. the
other gazing pensiv",y at the setting
sun through pair OF pearl opera
glasses
In tho lower LEFT hand corner IN
small type. appeared TINS announce
ment: De lI'Ires eHte Shoe fast-
ener. Tie eN'r'm" expression Of sar-
torial perfection
Naturally my friend was bit
puzzled.
w mere. no inquired, arc the sNo"
buttons.
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