New Britain herald., 1926-06-22
SAYS ADVERTISERS
 ARE TOO VERBOSE
Plenty of Space But Less Read-
 ing, Art Director Advises

The value of few words and plenty of white space in advertising copy was explained 10 members of the Lions club today by Dewey Van Cott, art director in the city schools MT. Van Cott illustrated his talk with crayon drawings. He opened his talk by stating that "Advertlslng art is the liyest of live things He showed a sketch of a display adver- tisement used recently by the New Britain Trust Co.,. and pointed 1t out as an ideal advertisement rom number of different standpoints. Tt was so good that anyone who saw II. found himself reading 1t through before he was actually conscious he was doing it." he said.
 The advertisement referred to was one with a. few words of copy and picture, using plenty of Whlte space and attracting attention with the picture, cleverly leading the at- tention to the reading matter.
 He illustrated with drawings or tu.o women how contrast emphasizes things while similarity subdues' lie drew a picture of two red heaueu girls. Both were made to look alike as twin sisters. Commenting on the color he said Red hair is the most beautiful in the world
 On one girl he drew brlght req snort sweater and on the other green and pointed out that the green u.as much more attractive because of inc contrast with the red hair The red subdued her beauty "lllle the green emphasized 1t.
 Make It Brief
 Speaking of advertising copy ne said it should always be brlef' one has A chance only of reading me or two. s long speech remains only in the memory of the speaker" he said. "The man who does the most effective advertising is the man "ho uses a large space with only tour or five words
 He spoke Of a poster contest con d,cted hv the Edison company, sonoath hing to suggest the scope or alectric service. Eighteen posters were submitted. One showed ai, artistic grouping of all electrlcai con+riyances possible, one showed all electric locomotive, one showed 'ne Rnsh terminal in New 1orR' one sbowed a woman in her home pleas, od with the result of electrlc"i aouipment. The one which won tl'e nrize showed only a switch ana gIoved hand pressing the puttoh'
 "Too many advertisements nave u tendency to jam things up" he said ..,n advertiser who has the 1uag- r,art to say it all in one sentence ls so rare that his advertisements "I v read simply because they are llo'
 some surprising musical talent uaa brought to fight during the meeting. A. J. DeLaurier iea II' s;neinr A. French song. pr. H. N, Denlnger, professor of history d, storrs. 4 minister and Chaulauqu' sunerintendent, sang a college sot.s to tbe tune of "DiXie.' James V nnorato and Martin Horwitz sang dnat Captain Harry Haynes sang ."nn The Road to Mandalay'' W.T. uan, Brennecke and Otto Heinrich cave group of German songs mace famous before the war by the no" ext,nct German band. Nliilall' oouist sang a Greek song ana Al, Al, tornev David l.. Nair sang. Do" u In The Corndeld," in Jewlsh'
 Next Tuesday installation or U.la % ,ors will take place and the las rnaa,inc of the season. It will be Iadies' night and will be alhnt al ,neating in the evening. The com
 nittee in charge consists of F. W Wacomber. Colonel w. w. Buileh lanes O'Brien. C. W. Buckley ah' pr. Joseph Potts, ,.,,
 If was voted to supply cars 10 heii transport fresh air children 10 cai'll m June 29 and Martin Hor"llA w" naned chairman of a committee,
 |. W. Vogel made a report oI ,ast Tuesday's outing. C. W. BucNe, and the new president, Harry L Brown, were elected representatives on the civic council. A telegram from Lions international stated tha New Britain had won third prize II
 ,oHopal membership contest.