Example No. 11 is a very striking example indeed of how impressions can be carried at a glance. Bromo-Seltzer is a cure for headaches. The illustration which appears in all these advertisements illustrates a headache in a most striking and original fashion. It is a subject which, it would appear, is almost impossible to illustrate, but this illustration gives the idea at a glance. Whilst it would be quite possible to describe the effect of headache by type and convey the impression in that way, the advertiser would have to rely on his advertisement being read before the desired impression would be conveyed. Here we have the impression at a glance, and to such a degree as to be intensely valuable to the advertiser. The name is displayed with prominence, and, in connection with the illus tration referred to, closely associates itself with headaches and their cures. Those who are suffering from that form of trouble would be immediately attracted and would be eager to read the letterpress portion of the advertise ment. It may be said, therefore, to gain maximum value from the space utilised, and show very clearly that each advertising proposition must be dealt with separately and in accordance with its own individual conditions.
Example No. 12 is an advertisement designed for a special purpose. Cantrell & Cochrane's Ginger Ale is of very high quality, and is not yet in fullpossession of its market as far as England is concerned. It is a ginger ale for which other ginger ales are substituted a good deal because of their cheapness to the retailers. Again, the public frequently ask for ginger ale without specifying a name, thus leaving the retailers to supply the particular ginger ale which shows the greatest profit irrespective of quality. It is therefore incumbent upon the advertiser to force home the fact that Cantrell & Cochrane's ginger ale must be asked for by that name and that the label must be seen. The advertisement then, in the first place, is essentially an advertisement for Cantrell & Cochrane's ginger ale, and not ginger ale generally ; that is the first impression created. The next impression created is that there is something to do ; there is a direct com mand given in this advertisement to look for the label. This style of copy will in time persuade the public not to ask for ginger as ginger ale, but as Cantrell & Cochrane's, and to impress upon readers to get what they ask for. In short, it is an advertisement which is designed primarily to combat No. 12.
the substitution evil. It would be impossible to prove the quality or flavour of any ginger ale in type. The flavour and appearance cannot be described, nor are the public likely to read long descriptions on that subject. The best line for the advertiser to take therefore is to impress strongly on the public mind the name of his article, and warn the public to resist substitution.
Another instance of this type of advertisements is that of Stephens' Ink, No. IS.
This advertising is evidently designed with a similar object—that of fight ing substitution. Stephens' ink is a high-priced article in its classification. It is probably the best ink in the world, and costs more to make on that account. The retailer may endeavour to substitute another ink, out of which he makes a bigger profit. The proprietors of Stephens' ink probably have evidence of this, and naturally turn their advertising energies to combat it.
Long technical explanations regarding the manufacture of the ink would not be read by the public, who are not sufficiently interested in ink to give attention or thought to the subject. The few pithy sentences to which they confine themselves may be absorbed practically at a glance, and their constant regular appearance will induce the public to resist the substitution alluded to.
Both these examples, 12 and 13, give an indication of how advertising may be utilised to achieve a certain definite end ; they also indicate careful study of the problem on the part of those responsible.
Example No. 14 shows still another type of advertising. This is a style which seeks in its illustration to be explanatory regarding the goods advertised. In this particular instance we find that the bicycle has an oil-bath in which the chain actually runs. The description of such a bath would carry a certain amount of weight, but its actual illustration not only conveys the impression the advertiser is seeking to make with great vividness and more clearly, but it conveys it immediately. A good portion of the advertising story told at a glance, and it is upon this fact that the main appeal is made.
Another cycle advertisement, No. 15, makes its appeal in a different manner. The cyclists in all these advertisements are easy, unrestrained, and appear to be enjoying their ride immensely. The association of case and pleasure, therefore, is closely bound up with the name of the bicycle, and unconsciously the mind thinks of the ltudge-Whitworth bicycle as being the easiest and most pleasant to ride. It is the contention of this firm that, having the lightest bicycle in the world, made of tested materials, it is, there.. fore, easiest to ride, and it follows it gives the maximum amount of pleasure to the pastime of cycling. The advertising is designed to drive this fact home. Whilst the letterpress refers to it and proves it, the illustrations themselves Suggest it immediately to the mind. Both these advertisements, from their different points of view, may be regarded as good copy. They are widely different in character, but indicate an intelligent use of space. The historic house of Messrs. J. S. Fry & Sons of Bristol have been established and have been making high grade cocoa products for nearly two hundred years. This is a point of advantage which they have over some of their competitors, and naturally it forms a point on which to base a section of the advertising. Example No. 16 conveys this idea at a glance, and the letterpress refers to it at further length. The quality of such products are generally ad mitted, so that their treatment would differ from the treatment of an absolutely new article on the market. Quite apart from this, it is a difficult and almost impossible thing to prove the quality of cocoa in type, since most cocoa firms draw their raw materials from the same source and their processes of manufacture are similar. The prestige of the house of J. S. Fry & Sons may be regarded as a valuable advertising asset to be utilised from time to time, and the advertisement re produced has evidently been issued with that purpose.