Improved Procedure for Advertising.
Year: 1898

page_text: Date of Application, 25th Apr., 1898-Accepted, 30th July, 1898
COMPLETE SPECIFICATION.
Improved Procedure for Advertising.
I, Dr. PAUL NAWROTH, of No. 5, Neue Schweidnitzer Strasse, in the City of
Breslau, in the German Empire, Dental Surgeon, do hereby declare the nature of
this invention and in what manner the same is to be performed, to be particu-
larly described and ascertained in and by the following statement:-
The subject of the present invention is a method of combining the advertise-
ment of two or more persons in such manner that with the help of the portrait
of the one person, an advertisement for the other person advertising is effected,
and the genuine character of his business or wares attested to.
To all those persons who are engaged in the production of portraits and who
make use of the modern advertising mediums, such as newspapers, prospectuses,
address-cards, and the like, for the purpose of making their business known, it is
of importance that the public should also be convinced of the genuine character
of their work and manner of business. Such is also the case with all those en-
gaged in industry in general, artisans and shopmen, who either seek to commend
their own productions, or the purchase of those of others, or who wish to establish
industrial undertakings.
According to the present invention the trade advertisement is effected and the
genuine character of the business of the person advertising attested to, by pub-
lishing in addition to the announcement of the firm and its wares, the portrait-
either in full or side face of one or more persons. They may be such individuals
as desire the publication of their portraits merely out of vanity; or, on the other
hand, for remuneration, being, perhaps, well known and esteemed in public life,
but on account of their following a different calling, having no need to insert
advertisements themselves.
This publication of portraits of other persons, in order to secure the attention
of the public to one's own advertisements, whether the portraits are arranged on
one or both sides, need not be limited to newspapers, but applied to addresses,
letter-headings, accounts, prospectuses, cards of all kinds, such as visiting-cards,
business-cards, advertising-boards, postcards with views, playing-cards, placards,
advertising-cards, show-windows, or in general to everything which may be used
for advertising purposes.
The advantage of the above described invention over other advertising means
at present in use, lies chiefly in the pecuniary interests of the participating
parties; as through this invention, in a sense, a new industry or trade is intro-
duced, on which the State can raise a tax.
Some person may wish to appear in an advertisement, and will pay a corre-
sponding sum therefor; in other cases the portrait of persons may be used, who
receive payment therefor, either in cash or through reduction in price for goods
bought. For instance, a tailor may engage to supply his customer with clothing
at cheaper prices, on condition of his permitting the publication of his portrait.
Price 81

page_text: Having now particularly described and ascertained the nature of my said
invention, and in what manner the same is to be performed, I declare that what
I claim is:-
A method of advertising, consisting in the advertisement of any firm and its
productions being combined with the portrait, either in full or side face, of one
or more well known persons, either gratuitously or for remuneration, for the
purpose of attracting the attention of the public to the advertisement, substan-
tially as described.