Year: 1865

LAAoHl tlS OAAIa5o oOuIudlsl


ADvERT1sNG is an art It furnishes field
for human ingenuity equal in extent and in
terest to that of any other art. You have
wares for sale. You want the public to know
that you have wares for sale. You cannot
depend exclusively upon the accidental pass
ers by. They may not see your sign, how.
ever conspicuous its location, or however
gaudy the color in which it may be painted.
And then there are other shops on the street
besides and beside yours. The passer-by
may pass your door and pass in at the door
of your rival, or he may never reach your
door, having been arrested by your neigh
boris sign before he could get to yours


So. then, what with the multiplicity of com.
PetitOrs and the impartiality Of customers
you are put to the necessity of giving that
emphasis to your existence without which
you are in danger OF losing yourself, to say
nothing Of those losing sight oft upon whom
you are dependent for your daily bread
You must, therefore, resort to some means
fair and honorable by which you shall attract
the steps Of the passers by to the steps Of
your store. This can be done by advertising,
as it can be by no other means. Because
advertising is the art ofso filling the eyes and
ears OF those who want to buy with the 'lo-
cal habitation aud the name" of him who
wants to sell hat the former and the latter Of
these parties come instinctively together
The object of the advertiser who is an artist
in the thing, is to engross the eye Of the pub
Hc--to make the purchasing public familiar
with what he has for sale and where it may
be found.


The purchaser is passive; the seller must
be active. The buyer is Indifferent The
seller must put stop to this Indifference
Purchasers are led by the eyes. The adver-
tiser lays hold Upon the eyes. The adver-
tisement fails that does not become familiar
to the eyes-that is not learned by heart by
its reader. 70 can not count much on the
readers making memorandum of it. We
remember those things longest that we learn
ed earliest. That is because what we learn
ed first we learned by heart. Children's les.
sons are committed to memory, hence liYein
the memory, and live as long as the memory.
We can recall the simple couplet Of the spell
Ter and definer easier than we can repeat a
passage from the last public speech. And
the lesson Of our childhood that was commit
ted to memory, and which the memory still
retains, was not put so as to stay put until it
was repeated to the eye and rehearsed to the
ear over and over again. Once committed.
| it is never forgotten. We could not forget it.
/ if we would, and would not if we could.
The principle upon which advertising pays
is that which our school lesson stays It is
the principal of learning by heart or commit
ting to memory. The eye is assailed with
such assiduity, frequency, persistency, that il
finally learns by heart that by which tits as
sailed. Through the ubiquoius advertise
meut you become familiar with the wherea--
bouts OF the wares that it is designed toad
vertise and when yon are in want Of those
wares You have those whereabouts by heart,
and there you to get them. The multitude
buy at the shop they have heard of, in pref
erence to the shop which they see IN the
street for the first time. The favorite coun-
ter IS the counter that we are most familiar
with Fortunes have been made out of the
principle we discourse upon. The "bitteFs"
are bought most that are most advertised -
That hair tonic outstrips competitors IN cir
culation which can outstrip It's competitors in.
engrossing the attention OF those who use the
article Pills 20 down fast enough. if they
are only talked up fast enough. We have
known man to rise from pinching poverty
to luxurious wealth wholly and solely from
his assiduous application to the art of adver-
tising. True be had something to advertise.
And it was q beneficial rather than dele
teriOus ware. 1t does not make the hair
crow but it cleanses it. It was not the ware
itself at all, but altogether the advertising of
it that made it prevalent and its originator
rich. He rose by the science Of making hair
tonic. When the market was, what we
would suppose, gluten with hair tonics, this
indefatigable New York Yankee stepped in
to the market with a specimen Of the article
that in two years time was on everybody's
head; And had filled the pockets Of its in
ventor with everybody's greenbacks.


And an appetite for an article Is created
by an assiduOus advertising for it. The de-
mand is created by the supply. We buy
more from being so familiar with where and
OF whom we may buy. In short, we can at
tribute the absence Of many penny from
our pockets and its presence in the pocket Of
"a fallow-being, by the simple fact that the
fellow-being is a pertinacious advertiser, who
never takes "no" for an answer, and never
lets 20 of you when he once gets hold Of
you.