Advertising, Its Principles and Practice

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Page 239 - I Am the Printing Press. I am the printing press, born of the mother earth. My heart is of steel, my limbs are of iron, and my fingers are of brass. I sing the songs of the world, the oratorios of history, the symphonies of all time.
Page 238 - The leader is assailed because he is a leader, and the effort to equal him is merely added proof of that leadership. Failing to equal or to excel, the follower seeks to depreciate and to destroy, but only confirms once more the superiority of that which he strives to supplant.
Page 184 - Caruso on the Victrola in your own home, you hear him just as truly as if you were listening to him in the Metropolitan Opera House. The proof is in the hearing. Any Victor dealer in any city in the world will gladly play for you Victor Records by Caruso or any other of the world's greatest artists.
Page 364 - ... intensity is to understand how to produce color contrasts which are most effective and most efficient in conveying ideas in their strongest ways. A color may have as many value steps as can be detected between white and black ; but, for convenience sake, we usually scale a color into nine steps, called white, high light, light, low light, middle, high dark, dark, low dark, black. This division makes it possible to see colors in their value relations. To judge them accurately we must partially...
Page 238 - Jealousy does not protrude its forked tongue at the artist who produces a commonplace painting. Whatsoever you write, or paint, or play, or sing, or build, no one will strive to surpass or to slander you, unless your work be stamped with the seal of genius.
Page 238 - It is as old as the world and as old as the human passions — envy, fear, greed, ambition, and the desire to surpass.
Page 84 - PERSUASIVENESS Showing the relative strength of various appeals to instincts and interests as determined by experiments on the pulling power of advertisements. The highest possible value is 100, the lowest is 0. Values range thus from 0 to 100, the appeal indicated by the highest number being the strongest in pulling power. The actual values range from 4 to 94, with either men or women, and from 10 to 92 when men and women are combined. Appeal Strength Healthfulness 92 Cleanliness 92 Scientific Construction...
Page 82 - ... 7. Acquisitiveness (Propriety, Selfishness, Stinginess, etc.) 8. Hunting (Cruelty, Eagerness, etc.) 9. Sociability (Lonesomeness, Sociableness, Hospitality) 10. Competition (Emulation, Jealousy, Ambition, etc.) 11. Curiosity (Inquisitiveness, Longing to Know) 12. Shyness (Modesty, Bashfulness, Reserve) 13. Ornamentation (Beauty, Display, Pride in Appearance) 14. Imitation 15. Revenge (Anger, Hatred, Resentment) 16. Cleanliness (Purity, Decency, Wholesomeness) 17. Worship (Piety, Reverence, Faith)...
Page 238 - THE PENALTY OF LEADERSHIP In every field of human endeavor, he that is first must perpetually live in the white light of publicity. Whether the leadership be vested in a man or in a manufactured product, emulation and envy are ever at work.
Page 341 - Principles and Practices, published by The Ronald Press Co., the following statement is made: "This Greek Law of proportion is sometimes crudely stated as the ratio of 5 to 7 to 11. This is somewhere near correct, and perhaps near enough to work with. In applying this ratio to the margins of a page it will clearly be seen that the widest margin, or 11, should appear at the bottom, the next widest, or 7, at the top, and 5, the narrowest, alike on either side in all vertical compositions of space....

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