Advertising, Its Principles and Practice

Front Cover
Ronald Press Company, 1915 - Advertising - 575 pages

Other editions - View all

Common terms and phrases

Popular passages

Page 403 - A circle is a plane figure bounded by a curved line, every point of which is equally distant from a point within called the center.
Page 238 - ... ^Spiteful little voices in the domain of art were raised against our own Whistler as a mountebank, long after the big world had acclaimed him its greatest artistic genius. ^Multitudes flocked to Bayreuth to worship at the musical shrine of Wagner, while the little group of those...
Page 238 - 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 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 84 - 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 88 Time Saved 84 Appetizing 82 Efficiency 82 Safety 80 Durability 78 Quality 72 Modernity 72 Family Affection 70 Reputation of Firm 58 Guarantee 58 Sympathy 54 Medicinal 50 Imitation 50 Elegance 48 Courtesy...
Page 184 - 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 114 - The method is peculiarly effective although the manipulated man does not remember ever having made any such suggestion. It is enough that the plan seems to be his own or is stated by another to be so. So in advertising, arrogance, domination, should not be attempted. It is at once resented and resisted. The more indirect the suggestion, the more it can be made to be an original determination or plan or conclusion on the part of the reader, the more its dynamic power. (See illustration, page...
Page 231 - Bathe your face for several minutes with Resinol Soap and warm water, working the creamy lather into the skin gently with the finger-tips. Then wash off with more Resinol Soap and warm water, finishing with a dash of clear cold water to close the pores. Do this once or twice a day, and you will be astonished how quickly the healing, antiseptic Resinol balsams soothe and cleanse the pores, remove pimples and blackheads, and leave the complexion clear, fresh and velvety.
Page 364 - To take value and separate it from 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...

Bibliographic information