ScientificAdvertising.com So with correspondence schools. Theirs is traced advertising. Picturing men in high positions of taking upward steps forms a very convincing argument. So with beauty articles. Picturing beautiful women, admired and attractive, is a supreme inducement. But there is a great advantage in including a fascinated man. Women desire beauty largely because of men. Then show them using their beauty, as women do use it, to gain maximum effect. Advertising pictures should not be eccentric. Don't treat your subject lightly. Don't lessen respect for yourself or your article by any attempt at frivolity. People do not patronize a clown. There are two things about which men should not joke. One is business, one is home. An eccentric picture may do you serious damage. One may gain attention by wearing a fools cap. But he would ruin his selling prospects. Then a picture which is eccentric or unique takes attention from your subject. You cannot afford to do that. Your main appeal lies in headline. Over-shadow that and you kill it. Don't, to gain general and useless attention, sacrifice the attention that you want. Don't be like a salesman who wears conspicuous clothes. The small percentage he appeals to are not usually good buyers. The great majority of the sane and thrifty heartily despise him. Be normal in everything you do when you are seeking confidence and conviction. Generalities cannot be applied to art. There are seeming exceptions to most statements. Each line must be studied by itself. But the picture must help sell the goods. It should help more than anything else could do in like space, else use that something else. Many pictures tell a story better than type can do. In advertising of Puffed Grains the picture of the grains were found to be most effective. They awake curiosity. No figure drawing in that case compare in results with these grains. Other pictures form a total loss. We have cited cases of that kind. The only way to know, as is with most other questions, is by
Powered by FlippingBook