The nest examples to which we have to refer are Nos. 6 and 7. Both these advertisements appear for similar articles—one being the Pianola and the other the Angelus Piano-player. The first impression received by the mind from these two advertisements is, as with the majority of all advertisements, that of the name. We see immediately one advertisement is an advertisement for the pianola and the other is an advertisement for the angelus. In that respect, therefore, both these advertisements stand equal in value. It should be the province, however, of every advertisement to carry a further or deeper impression than that of name alone, and we now have to consider how much further these two particular advertisements carry the necessary impression. With out reading the letterpress of either advertisement, it is plain that, from the general appearance of both ad vertisements, the pianola advertise ment, by comparison with the angelus advertisement, carries an impression of better quality. The illustration is better drawn, the type is better set, and the whole general appearance of the pianola advertisement is much clearer and more artistic than that of the angelus advertisement. It must be borne in mind that both these ad vertisements appeal to the same class of people, people who are to an extent musical and whom it is fair to assume have a certain amount of taste and artistic sense. It must be admitted, right at the outset, therefore, before any words at all are read, that the pianola advertisement carries a better impression of quality than the angelus advertisement. As these two adver tisements are but samples of the cam paigns of the two advertisers, it will be seen that the constant impression of high quality which is being carried by the pianola advertising makes the space they are buying more valuable than the space which is being utilised for the competing article. No. 6 really attracts the eye and invites attention, whilst No. 7, although attracting the eye in the same degree, perhaps does not invite the reader to peruse the advertisement. The pianola adver tisement shows clean-cut type which is easily read ; the angelus advertise ment shows a multitude of various type faces which acid to the general confusion and do not invite the eye. A perusal of the letterpress in each advertisement also will show a wide difference in the way in which the respective advertising problems have been approached. The pianola ad vertisement gives a distinct argument why a pianola piano should be pur.
chased, whilst the angelus does not give an argument to any extent, quite apart from the fact that the angelus advertisement advertises three distinct articles and two mechanical devices, whereas the pianola advertisement concentrates on the pianola piano. It must be admitted, therefore, that the pianola advertisement makes greater and more intelligent use of its space, because of the manlier in which the problem of copy has been approached.
Example No. 8 is an example of that class of advertisement which realises its greatest value by creating a strong and very favourable impression of the goods advertised. The name of the advertiser has not received prominent display, but the first impression received by the mind is a very pleasant one, created by the picture of beautiful blooms of peonies, which all true lovers of flowers and nature would appreciate. It is, in a sense, of much greater
value to such an advertiser as we are considering than pure type matter of the most convincing nature, which would merely describe the articles which are being advertised. This, as is said, is an excellent example of advertise ment which carries a deep impression to the mind. The very appearance of these flowers induces a desire for possession, which, after all, is the sole object of advertising.
Taking into consideration the fact that the advertiser is appealing to lovers of flowers and gardening, it is only fair to say that it could not have appealed in a stronger manner to his possible clientele The advertisement arrests the eye of the lover of flowers, pleases and induces a desire for possession, and in its letterpress portion gives details of how the possession may be accomplished. It may be regarded, in accordance with this pro position, as excellent copy ; it may also be said to make an appeal to the senses rather than an appeal to reason.
As an example of the class of advertisement which, besides impressing the name of the article advertised, carries a deep and permanent impression of the goods, readers are referred to that of Hall's Distemper, No. 9. The whole series of these advertisements picture the result of using the Hall's distemper for the purpose of decorating the walls of houses. Some most artistic arrangements are shown, which convey in themselves at a glance the effect of the distemper. After the name has been clearly set forth, nothing is left to the imagination or left to be proven by printed words. The actual result itself is shown and the impression carried immediately to the mind in a stronger manner than could be done by type only. Then, when that is accomplished, the type matter proves or describes the case of use, &C., regarding the distemper, and oilers a booklet, which is sent on applica tion. This is an instance of au advertisement which impresses the name, and impresses also at a glance the quality of the goods advertised indirectly by showing the results of their use.
Example No. 10 is vet another well-known style of advertising. It obtains its effect by generally bcing quite diGrent from its surroundings and by the judicious use of white space. The letterpress is based on an appeal to the housewife along the lines of thrift and ease of use, and the letterpress is always in keeping with the season of the year. Were the same letterpress to be pressed into a small space in small ordinary type, the value of this class of advertising would be lost. As it is, fairly large spaces are taken and the matter displayed in plain readable type, leaving plenty of white, which in itself makes for great individuality on a news paper sheet. Whilst it differs from a great number of other advertise ments which are admittedly good advertisements, inasmuch as there is no heavy display of the name, it gains its effect in another manner by, as is pointed out, being different from its surroundings. It therefore creates an impression on the mind, attracts attention and carries conviction, and by reason of its forcible, well written, and well-thought-out letterpress directly exploits the claims of Fels-Naptha soap to all readers. It is another example of good copy which is applicable to the article advertised.