Atlanta tri-weekly journal. [volume] (Atlanta, Ga.) 1920-19??, 1922-08-22
Wax Ladies and Window Dis p1ays-By Frederic Haskin

dows the touches that make one inhabited
room unlike another are rarely used. The
little things that lend realism 20 stage scene
would distract the attention of window shop
pers from the articles featured in the display.
Another difference between the theatrical
stage and the shop window stage is that the
shop windows are subjected to close scrutiny.
Flowe-- used for window decoration are
usually silk where for theatrical purposes
cheaper and more durable materials might
be used.
Properties for Show Windows
Special firms make properties for shop
windows. All sorts of ingenious racks, stands
baskets, posters, lamps and wall decorations
are turned out specially for the display trade.
These things may be seen in colorful profu-
sion about the property room. Some have
been recently used and not yet disposed of or
stored away. Others are properties pur-
chased for fall displays, and supposed to be
the latest novelty.
Long shelves of boxes contain flowers of
every variety suitable to decoration. Another
neat row of boxes holds the members of the
wax heads in the glass case. One is labeled
farms to straight standing girl" another,
extra arm to sitting blonde" The extra
arm which makes the sitting blonde sound
like circus freak il provided to enable her
to take an alternative pose.
The whole room Is partitioned off and de-
voted to composition headless models in as
sorted sizes. These are used in hot weather
and for displays in which a number of fig
ures are used. The wax models are saved
for special displays, such as those in which
some Ifelike scene is reproduced.
All sorts of effects and devices are used
in this advertising, but the waxen ladies are
as good an example as can be found to show
the expense, thought, and psychology that
go into the shop windows. An advertising
manager for department store tells us that
show windows are an extremely important
part of big stores advertising.
With the exception Of about six weeks in
the year, this store uses its windows entirely
for prestige. In other words the windows
that surround the entire first floor are de-
voted to creating an impression. The most
beautiful and newest articles in stock are ex-
hibited against harmonious settings, and the
pedestrian carries away an impression of
luxury, comfort AID charm, which he or she
associates in future with that particular
store Incidentally, of course striking
blouse or the newest hat may carry the
feminine shopper inside and an immediate
purchase may result.
The department store that advertises for
prestige arranges it's windows chiefly to at
tract fastidious women shoppers. Clothes, at
tractive house furnishings, and small &C
cessories are the most frequent displays
Kitchen ware, for instance, is rarely adver-
tised in the windows, because women use
only a certain number Of such things and
buy when they need them.
On the other hand, a woman is rarely
sure that she has enough clothes, or If by
chance she does have enough the changing
styles keep her interested in new things.
For this sort of advertising wax models
are especially important. They show exact
ly how the new styles will look in action,
and they always appear to blissful in their
nv clothes that they exert powerful influ-
ence on the window shopper.