El Paso herald. (El Paso, Tex.) 1901-1931, 1917-03-29

look at pictures OF men IL pajamas, SO
II must be a woman. Then she must
be good looking. If she is good look
ing, she is artistic With an artistic
subject. 1t IS not hard to get an arts
tic advertisement. The printers art
has developed along with that Of the
photographer and the enEraver so that
the printer can furnish you almost any
kind Of type you wish. II the halftone
illustrating your advertisement Is
dainty and light. the printer has
dainty. Ight-faced type II heavy ef-
feet is desired, the printer can furnish
You with the heavy type, some Of It
so heavy that You can't get more than
Bargain ii q line clear across the page.
IL is the day OF the artistic IN everv-
thing and the advertisement simply
must be artistic to Keep pace We are
demanding that our public buildings
be artistic Time was when, II we had
a tower or the top Of q courthouse, no
matter If the building WAS Of red brick
and the tower OF sickly green, we
were satisfied. Then a postoffice
needed only TO be three or four stories
to be considered the proper thing. To
day we are building with the idea OF
pleasing the eye We are building our
homes ana our public edifices with
some thought Of the artistic. some idea
OF the beautiful. An advertisement
that was not artistic would be as out
OF place as a big family OF children
in a modern home To get considera-
ton II must have an appeal that viii
be al least momentum
While women viii read the depart
ment store advertising. because they
know what TO expect and are watching
for reduced prices in what they want.
they will not pay attention 10 the or
binary advertisement unless something
attracts their attention. When l or
der breakfast foOds-tne variety that
looks and often tastes much like the
forage we fed the horses in the old
days when horses We're 4 part Of our
tite-there is very little difference in
my mind I'd as soon have Corn Flakes
as Posts TOasties. To get me to buy
one or the other. the advertisement
must attract my attention. Then I
read Then. probably, l am led 10 be
neve that there may be something
about this brand Of human forage thar
may make Il better than the others I
viii order Artistic advertising has
sold me a package Of breakfast food
and may make me a regular customer
if the food IS what the advertisement
claims for it And that is another
point, an artistic advertisement or one
that IS not artistic, can serve its pur-
pose in the final analysis. only insofar
as IL is backed by what II adyertfses.
Artistic advertising can create the de-
mand, but, II after the first demand has
been met, the product does not come up
TO its recommendations. the advertise
ment Is lost
Il is the day Of truth n advertising
as well as art IN advertising. People are
no longer fooled by q tumble Of words,
a beautiful picture, well turned
phrase. Advertising must carry the di-
rect appeal II must tell you what you
want 10 know. Il must first be artistic
10 catch your eye. then it must be TO
the point, 70 hold your attention. and
the goods must be what II says they
are 20 make it worth while. All these
things met. the advertisement is cumu-
lative- L starts you buying and keeps
yoI @ customer