-fTf I w yy q It is the function of what has been called The Art policy," to bring to the aid of the advertising every possible method of making ideas as attractive and as easy to understand as possible. With the excep tion of a few extremely intellectual appeals, nearly every sort of advertising depends on pictorial art for a large proportion of its effect. There are few selling points which cannot be looked at from some attractive angle by a clever artist. In the case of the Austin Reed advertis ing policy the fundamental consideration is truthwith, if anything, a tendency towards understatement. The advertise ments must be true. They must be simple to understand, sincere, interesting and correct. If at the same time they can be arresting, cheerful and full of good news, then so much the better. To get the maximum effect the art policy must run along the same lines. It would appear that there are three principal methods of using art work to sell clothes. The first is to make as faithful a reproduction as possible of the article itself. The second is to reproduce in a realistic way the atmosphere in which the clothes are normallyor perhaps ideallyworn. That is to say that if one wished to impress the joys of a certain type of motoring gauntlet on the dashing youth of the Empire it would seem to be quite ethical to conjure up in his mind a vision of himself at the wheel of a glittering and roaring sports car with an admiring vision of beauty at his side rather than lying on his back in a puddle on a stormy night on an open moor, repairing a dilapidated car to the accompaniment of his mother- in-law's views on cheap automobiles and their owners. The third method is simply to obtain effect. Excitement, importance, modernity and so on can be expressed in an imper sonal and symbolic fashion that can be J L I - I 55 An interesting and dignified lay-out used in the new Evening Wear Hook ss ru s w w SZSEL

Commercial Art / Art and Industry en | 1929 | | page 25