Example No. 4, \Varings, is a specimen of the small retail advertisement. This may be taken as a perfect example. It does all that the retail adver tisement should do. It portrays the article, describes it fully, and names its price, and the whole advertisement is set in such a form as to invite the eye, and in a measure reflect the quality of the goods advertised.
Al though it must be admitted that the actual writing and dis play of retail store advertisements does not give the same scope for individuality and originality as general advertising, it is certain that a very large scope is offered for new ideas in this department. In America, for instance, the bargain day has been made a special occasion with most stores. The idea has never been used to any extent in this country. Ladies have been educated in America to regard the bargain day as a special happening, and to reserve their shopping for such an occa sion. There are many ways of making such an offer, and an attractive and original one might be as follows:— We will assume that a store like Harrods' is in a position to write down a great number of articles in their stock to prices which would be considered good bargain prices. They might be known and advertised as the institute a bargain day which would "Blue Bargain Day at Ilarrocls'." This • tiz would appear as a very prominent headline, and then would follow some reason why the blue bargain day had been instituted. These reasons would
state why certain articles have been marked clown at very low prices, and the public would be further informed that those articles might easily be seen by store visitors, as they would all be fixed by a very large blue ticket giving the prices. Of course it is impossible to mark down every item of stock in a large establishment, so that the public when visiting Harrods' in search of bargains could see at a glance exactly what bargains were offered, and distinguish the bargains from the general stock. Presuming that the page which made the offer was a full page, the rest of the page could then be used as an ordinary store advertisement giving details of the various items offered. This is the class of suggestion which should come from the adver tisement manager of the large retail stores. For various reasons it may not be practical, but it is for the advertisement manager to make the suggestion and confer with the heads of the departments regarding the pracJcability of such a scheme. The idea could be amplified and worked in various other ways. The point is that it is necessary to infuse some individuality into the advertising some way or other, more especially as it must under ordinary circumstances necessarily be of a stereotyped character. See also SHOP I )EMONSTRATIONS ; SHOPPING WEEKS; WINDOW DRESS ING; WINDOW TICKETING. J. AI uRRA \ ALLISON.
Advertisiny Manager of " The 'flints."