Improvements in Methods of Advertising.
Year: 1892

page_text: Date of Application, 12th Oct., 1892
Complete Specification Left, 12th July, 1893—Accepted, 26th Aug., 1893
PROVISIONAL SPECIFICATION.
Improvements in Methods of Advertising.
WILLIAM GILL HALL 15 Avenue Road Lower Clapton London N.E. do
hereby declare the nature of this invention to be as follows:-
My invention relates to a novel method of advertising either in public news-
papers and periodicals or on the sides or windows of vehicles or on signs and
placards wherever exhibited and consists in the omission of letters in words
substituting therefor either a space, a dot, or a small star. For instance instead of
advertising the words "Good morning, have you used Pears Soap," I may use the
following letters and signs; "God meg, here you used P...s So.p." The attention
of a reader is thereby attracted in a greater degree than if the whole words
were printed in full which is the aim of my invention. There may be added
any desirable words in explanation. I am aware that initial letters to indicate
omnibus routes have been used but that fact does touch the principle of my
invention.
Dated this Eleventh day of October 1892.
WILLIAM GILL HALL.
COMPLETE SPECIFICATION.
Improvements in Methods of Advertising.
WILLIAM GILL HALL 15 Avenue Road Lower Clapton N.E. Accountant, do
hereby declare the nature of this invention and in what manner the same is to be
performed, to be particularly described and ascertained in and by the following
statement:-
My invention relates to a novel method of advertising, either in public news-
papers and periodicals, or on the sides or windows of vehicles, or on signs and
placards wherever exhibited, and consists in the omission of letters in words,
substituting therefor either a space or a dot, or a small star. For instance, instead
of advertising the words :-"Good morning, have you used Pears Soap" I may
use the following letters and signs "G..d meg, here you used P...s' So.p."
The attention of the reader is thereby attracted in a greater degree than if the
whole words were printed in full which is the aim of my invention.
There may be added any desirable words in explanation.
I am aware that initial letters to indicate omnibus routes have been used, also
communications between distant friends have been effected by the omission of some
of the letters constituting the words or names, but the object of such omission is so
that only the person communicated with, shall understand the communication.
Missing letter competitions have also been advertised, that is to say, initial letters
followed by dots or stars have been advertised, the object being that the reader
shall guess the missing letters within a given time, and take his chance of winning a
prize by so doing.
But in each of these cases, the objects in view differ essentially from the object
of my invention, which is not to render words unintelligible or particularly difficult
for any person to understand, but to arrest the attention of the reader in a greater
degree than would be the case if the words were written in the ordinary way.

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 :-
(1) In advertising, the omission of some of the letters constituting the words of
the advertisement with a view to cause attraction substantially as set forth.
(2) The omission of letters in words constituting an advertisement and the insertion
of dots, stars, or other signs in the place of the omitted letters for the purpose of
arresting the attention of the reader substantially as set forth.
Dated this 12th day of July 1893.
J. CASTLE HALL,
Agent for Applicant.