Figure 85 shows a collection of ads made up from what are generally known as stock negatives. The one of General Pershing is a news photo used in an effective way. The Fiske Cord Tire ad is a combination of an old photograph, a modern photograph and a copy of a drawing, and makes a spectacular ad with some art work.
The Tarvia ad is nothing more than two photographs, evidently made Fig. 88 with a Kodak, and yet drives home the slogan that "nothing will tell your story like a photograph," as does the Austin ad.
The Champion Spark Plug ad represents what is known as model stuff, in that it is here that the selection of models and the handling of these models in posing and directing them plays an important part. The plug itself is prac tically an unretouched photograph.
The Owl cigar ad demonstrates what are known as light effects, which, together with the characters selected, are what makes its success, and these ads have attracted attention all over the country. The cereal ad is a straight photograph.
Figure 87 illustrates a type of ad which one is the more frequently called upon by the advertising agencies to execute. This particular ad is comprised of a photograph of hands, a tape measure, which has been retouched, and the retouched photograph of a truck.
Figure 88 is a purely photog-raphic advertisement ; that is, it is a com bination of two photographs with some art work on the tablet and has an appeal to it that made it a success.
Figure 89 is an advertisement for a trade journal and shows the con struction of an advertisement of this kind. The arms were photographed separately, as well as the truck. The truck was photographed with an extreme wide-angle lens, very close to the front, with the camera right on the ground. The factory picture for the background is a light print, made from a line negative, all of which only goes to show the possibilities of this work.
In making many ads, you will have to use live models. The eternal feminine attracts a lot of attention, and to get models for this work is not easy, as a rule. Almost any woman will tell you, or she thinks herself that she would make a model, but such is seldom the case. One that photographs well, with a pleasing personality, is hard to find. They must also have a certain
amount of dramatic ability to assume a position or pose gracefully and quickly, and must also have a certain amount of intelligence to carry over the sale themselves.
Child models arc not so hard to find, as every child, who is not too bash ful, when worked with a little while, makes a dandy model. Models for char acter parts, such as old men, women, etc., are usually easily picked up.
Nevertheless, whether the model be man, woman or child, the photographer should get a release for services. This release is necessary before you can sell the advertisement to an agency or manufacturer, and a good short form for this purpose is about as follows: Date In consideration of Dollars, the receipt of which I hereby acknowledge, I hereby sell and assign to the exclusive rightto copy and reproduce the in any manner whatsoever, and to secure copyrights for all such reproductions.
Signature Signature of Witness This next form, although more lengthy, is explicit and covers all details: For and in consideration of the sum of Dollars, receipt of which is hereby acknowledged, I, who am of legal age, hereby consent that of the city of , State of his successors or assigns, has the right, and the right is hereby given him, to copyright all pictures he has produced of myself, in any and all poses, aE model, and I do further agree to permit the said his successors or assigns, to use, or he may cause to be used, all such pictureE for commercial and art purposes, without further compensation to me.
Witness my hand and seal this day of nineteen hundred and (L.S.)There have been many law suits, some running into thousands of dollars over the use of photographs in ads, so, to protect yourself, as well as youm customer, by all means get a release, no matter how unimportant it may seem Friends of today may be enemies tomorrow, especially where money may lx involved.
The advertising photograph field is unlimited, and is the greatest field it photography today, I believe, for a man who has ideas. He must have ideas "pep" and ability, and with these there is no limit to what can be accomplished