The Democratic advocate. [volume] (Westminster, Md.) 1865-1972, 1919-05-30
Art And Advertising.

NOTE:-The writer will be glad to
answer any questions concerning Art
either through the column or per-
sonally, provided your question is
accompanied by your name and ad-
dress. The writer will treat your
question confidentially, if so request
ed. Address ART AND THE TIMES,
care of The Democratic Advocate.
In the old days, if a miller made a
certain quality of flour or a butcher
cured certain brand of ham, he
might become famous in his own
immediate community. His wares
IN light be known and consumed by
thousands. His fame and reputation
for excellence might even spread to
the neighboring communities.
But in these days of enormous
business organizations when to be
most successful the fame of one pro-
duct must reach not only most of our
hundred million people, but hundreds
of millions in other lands, the big
manufacturer is forced to do one
thing,-to advertise.
Advertising makes its appeal
through the eye, hence the great i'm
portance of the artist. He is more
than important; he is indispensable.
Therefore, he is we'll paid. For high
ly trained abilities there are highly
generous salaries. In some cases
the earnings of artists who devote
themselves to advertising illustration,
the salaries run into five figures.
Take for example magazine ad-
vertising. In one of our weeklies
the space for a double space ad-
vertisement printed in two colors,
costs $1,000. Do you think it rea-
/ sonable to pay so much for the
space to print items worth only a
few hundred dollars? The appeal of
an advertisement must be worthy of
the space it is to occupy and the ap-
peal is through the eye. A manufac-
turing company is forced to pay a
high price for high grade of art
work, for if he does not, his COM
petitor will; and the firm that makes
the best appeal to the public eye
gets the public's attention and the
public's dollars. This is the fact
that brings security to the we'll
trained artist and designer who goes
in thoroughly for advertising.
One of the phases of commercial
art that offers most, both artisticalIy
and financially, is the art of the
/ Poster. This is a field all to itself
The poster in order to be effective
must be so strong and insistent in
it's appeal that The who runs may
read" 1t must, therefore, embody
but one idea, and that very definitely
1t must through color, contrast ant
above all, through arrangement, no
only attract the attention i'm spite O
nearby distractions, but it must hold
the attention and please the specta
tor. Any lettering the poster mus
contain (and the less there is, tn,
more effectively should be so legibl,
and clear that it can be read will
ease at considerable distance. 4
poster that is effective at the dis
lance of block is twice as effectiv
and therefore twice as good an in
vestment as one that is only visibl
\ for half a block. While the frs
duty of the poster designer is t.
attract not merely attention bu
FAVORABLE attention, it's most inn
portant task is to get it's particu1a
message to the passer-by in such
way as to make the strongest ant
most persuasive impression on hin
; so that if it says Drink Blank
Lemonade, he will at once becom,
thirsty. If the poster says, "a PAL
of Dash's shoes will make you
feet look neater," he will look at hi
feet and decide he had better q
around to Dash's and buy a new pail
OF shoes. For the services of al
artist who can design such poster!
advertisers will outbid one another.
To any one especially interested il
. art who must make it pay, CONNER
cial Art is a great boon, and Mary
land not only offers adequate train
ing OF proven efficiency but offers
countless opportunities for the pro
fitable persual of this art.