will see the admiring light of the purchasers' eyes. In between such flat-footed issues as the choice between photography or painting, realism or modernism, decoration or illus tration, are a thousand opportunities for difference of opinion as to what constitutes an adequate pictorial presentation of the ad vertiser's story. The use of picture or design has several objectivesto show the article, to tell a story, to furnish an atmosphere, to attract attention, or merely to please the eye. And each of these may be for some particular goods or article the one right thing to do. The advertiser naturally sees his special product objectivelyseldom in use but as it comes from the hands of his workmen. It has taken a long time to wean him away from that position. When the first collar was shown on a man's neck instead of lying by itself against a background of nothing, it was revolutionary. The next innovation was to diminish the relative importance of the collar in the picture by showing the re mainder of the man's attire, to suggest smart ness and style in the collar by implication. From that it was another long step to put the collar wearer into a scene, a bit from modish modern life, with women, sports, motor cars, dogs, cabarets, country clubs as surroundings, to suggest the lives of the kind of men who wore the collar. And so with breakfast foods, motor cars, writing paper and refrigerators. A further refinement was to omit the arti cle of merchandise altogether, to suggest only the background or setting or atmos phere. At this point the practical chaps cry "Halt" and point out that it is absurd to leave out the only thing we are trying to sell. It would be absurd if this were the only ad vertisement. The treatment is suggested by the condition of the field, by what other ad vertisers are doing. If all show their kitchen cabinet, or radio, or vanishing cream, dis tinction is obtained by omitting ours. The very absence is sometimes impressive. If every advertisement of a baking ingredient shows a picture of a pretty housewife im maculately clad, rolling out dough, then a woman rolling out dough is the one thing A DRAWING BY ROCKWELL KENT FOR MARCUS COMPANY 18

Advertising Arts en | 1930 | | page 28