The Inner Side Of Advertising (1921)
Title: “The Inner Side Of Advertising”
Author: CYRIL C. FREER
Year of Publication: 1921
LOC Catalog Entry: None found
Copyright Status: Public Domain in the United States and countries following the rule of the shorter term
“ADVERTISING has for many years been regarded as the “art of making known,” but recent remarkable develop¬ments have established it more especially as the art of Salesmanship—on paper, instead of by word of mouth.
Advertisement for propaganda can only be briefly con-sidered in these pages; but I may remark, in passing, that its rules are not essentially different.
Advertising men have reduced what was once no more than a chaotic mass of theory and speculation to an almost exact science with well-defined rules, which when followed bring about an assured success.
Speaking broadly, advertising teaches the public what to buy. It has been the means of establishing standards both of quality and of price, as is shown by Cocoas, Oats, Breakfast Foods, and many other articles of daily consumption.
Advertising is educational. By advertisement the public has been educated up to the desire for better food-stuffs. It has been taught, not only what an article is, what it is sold for, and where it can be obtained, but also how it will save labour, make life easier, afford greater comfort, or give increased enjoyment.
Advertising increases human desires, multiplies demand,and so through a gradual process brings about a general betterment.
Let us consider this question further, and endeavour to realise how advertising affects Manufacturer, Workman, Distributor, and Consumer.
An increased demand brings about the need for more machinery, the employment of more labour and larger factories. It brings into being keener methods and better organisation, as regards the buying of the raw material, its conversion into the finished product, and its distribution. We have only to look around us to realise that the leaders in the commercial world of today are those who employ methods in keeping with the progressiveness of the advancing century.
The increased prosperity of the manufacturer eventually brings about an increased prosperity among the workpeople whom he employs. As far as the distributor is concerned, while his profits are tending to become more or less standardised on a more modest scale than of old, he is provided with a ready-made demand which costs him nothing— a demand which is created by the advertising of the manufacturer of the advertised goods, and the turnover of the progressive distributor is now very much greater than that of his predecessors, thanks to expanding desires brought into being by advertisement.
To get a concrete idea of what constitutes a good Newspaper Advertisement we must form comparisons, and this necessitates searching the files of the great daily papers during the past twenty years.
As Rudyard Kipling has it:—
” It will interest them to hunt among the files
Where unvisited a-cold, Lie the crowded years of old
In that Kensal Green of greatness called the files.”
There one sees the beginning of the advertising which popularised cocoa as a beverage, and wonders that such crude ” copy ” should have had any result at all.
In the papers dating from the period when the announcement form of advertisement was the rule rather than the exception, the advertisements of Rowntree, which were among the first to contain the germ of salemanship, come as a surprise.
In 1896 a ” half double column reader ad.” sought to arouse attention by offering free ‘bus rides to London ladies.
Cocoa Advertisements of the same period were full of good “reason why ” talk, and by the clever use of testimonials they substantiated the claims advanced.
Advertising in the nineties.—You may remember the grotesque advertisements of Eiffel Tower Lemonade. These usually occupied half a page. The border was the outline of an enormous lemon, and the main feature of the advertisement was a mid-Victorian individual with straggling side-whiskers, an impertinent eye-glass and a dilapidated sombrero, who was disporting himself in twenty guineas’ worth of briny ocean—for newspaper space was not so costly then as now.
The same people used to exhibit in their newspaper ads. a particularly horrible boy, wearing a mortar-board cap and cramming his mouth full to repletion with a curious something made of ” Bun Flour.”
In the old days many excellent examples of good adver-tising were issued by Huntley & Palmer, Martin Brothers, the proprietors of California Syrup of Figs, and other firms.
I have seen the first advertisements issued by the Lotus Shoe Company—they are models of excellence; and the early Tevia Tweeds ads. are so good that it would be extremely difficult, with all our increased knowledge, to improve upon them.
In all these advertisements we notice a distinctiveness which is obtained by the use of well-chosen types, plentiful white space and tasteful illustrations.
Each advertisement gains character and individuality from its very simplicity.
Each in its own particular way stands out as a master-piece pointing to the path to be followed.”
TABLE OF CONTENTS:
I. AN INTRODUCTORY TRIP ROUND THE WHOLE VAST SUBJECT 17
II. ON WRITING EFFECTIVELY 26
III. BUSINESS ENGLISH 31
IV. APPEALING TO MEN AND TO WOMEN 45
V. ANALYSING THE COPY 50
VI. ON FINDING INSPIRATION 57
VII. MAKING THE LAY-OUT 6I
VIII. ON ILLUSTRATION 75
IX. PROCESS-ENGRAVING AND STEREOTYPING 89
X. THE TECHNIQUE OF PRINTING 100
XI. BOOKLET AND CATALOGUE MAKING 106
XII. THE WORK OF THE CORRESPONDENT AND ITS BEARING ON ADVERTISING 119
XIII. ON WRITING SALES LETTERS 123
XIV. COMPONENT PARTS OF THE SALES LETTER 127
XV. MAKING SALES LETTERS MAGNETIC 131
XVI. SUGGESTION IN ADVERTISING AND OTHER THINGS 138
XVII. THE METHODS OF THE SALESMAN 148
XVIII. CREATING DESIRE 153
XIX. ASSOCIATION OF IDEAS 160
XX. THE POWER OF REPETITION 166
XXI. THE MEMORY IN ADVERTISING 170
XXII. THE DIRECT COMMAND 175
XXIII. BUSINESS IMAGINATION 179
XXIV. ANALYSING THE PROPOSITION, AND PLANNING THE CAMPAIGN 182
XXV. THE ADVERTISING MANAGER’S RESPONSIBILITIES 195
XXVI. MAKING THINGS EASY TO BUY 206
XXVII. ADVERTISING RECORDS AND STATISTICS 212
XXVIII. THE ECONOMICS OF ADVERTISING 225
XXIX. THE POWER OF HONESTY 229
XXX. ON ADVERTISING TO CHILDREN 233
XXXI. MAIL ORDER ADVERTISING 237
XXXII. ADVERTISING FOR THE RETAIL STORE 246
XXXIII. THE SHOP WINDOW 255
XXXIV. BARGAIN SALES 260
XXXV. ADVERTISING FOR THE DEPARTMENT STORE 265
XXXVI. THE ADVERTISING AGENCY 271
XXXVII. POSTERS AND OTHER THINGS 278
XXXVIII. MAKING A LIVING IN THE ADVERTISING FIELD 283
XXXIX. FINANCIAL ADVERTISING 290
XL. POLITICAL ADVERTISING 296
XLI. POSSIBILITIES OF ADVERTISING’ BY FILM 301
XLII. ADVERTISING IN THE FUTURE 305
XLIII. UNEXPLOITED FIELDS 310
APPENDIX I.—LESSONS 319
APPENDIX II.—TERMS USED BY THE ADVERTISING MAN 329
APPENDIX III.—TYPE FACES 335
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