ADVERTISING
By XANTI SCHAWINSKI
233
eye is a formal medium of understanding between pro
ducer and consumer. It is at the service of all that is
new, whether in the realm of ideas (as propaganda), or
in the sphere of commerce (as advertising) and its task
is not only to enlighten, to inform and to transmit new
conceptions to the public in an effective formbut also
to conquer them, to convince them, even to carry them
away. No means can be too uncommon to be put to
these uses. The gigantic may as easily lead to the
desired end as the exquisitely miniature, monotony as
well as variability may serve the purpose, the bright
richness or the delicate pallor of the colour scheme
the never-ending procession in quick march step com
pels the propagandist to throw the conventional to the
winds, that he may spread the wings of his spirit unen
cumbered by ballast.
What is his inner participation in such "art"? He must
accept it in his heart, that is a necessary preliminary.
Only one who stands firmly rooted in the midst of all
that goes on around him has the right to tread the
other-world of intellectual order. Elementary study of
matter and of organic effects and causes is as insepar
able from creative achievement as soul and body. This
symbiosis is a further preliminary of free creation,
based upon which the imagination has greater oppor
tunities of free expansion.
The advertiser is daily forced by the necessity of pene
trating the specialism of modern technics and building
pontoon bridges to the necessities of life. Just as our
era of technical progress and fearless thought is imbued
with a new spirit, so advertising also has something to
gain; its means of expression have been clarified and
refined. The advertiser turns to technics instead of to
mysticismto the precise instead of to the monu
mentalto realism instead of symbolismto the
logical instead of the flamboyant and pretentiousto
the functional instead of to ornamentto the docu
mentary instead of the theatrical. To-day we confront
the finished "style," the mechanical "manner" with
something else which is the pure spiritual expression
of a fearless exploration of the depthsof trying to
learn the nature of things, analysing, basing the new
upon an elementary foundationof discontent with the
ready-to-hand and the mere imitation of outward form
so that earnest research and playful experiment com
bine to create the new face of advertising.
The new field of thought opened up by psycho-analysis
and the expansive spatial tensions of abstract painting
have given large new impulses to advertising. The
means of expression have been almost unthinkably
enriched by technical discoveries. The fruitful colla
boration of technics with the composition of form has
PRINCIPAL! CARATTERISTICHE OELLA OLIVETTI M 40
MACCHINA APERTA aggiunge ai pregi ca ra tt e nstic i dpi tip a minima
NITIDEZZA D! SCRITTURA
ilhne
qua
VELDCITA pari a qunlla delta macchine piu celen e di gr
TQCCD di estrcma dalcezza a pIrte!!ainenle unitorme si
central! che per i laterali MARG1NATORI AUTOMATICI di
viBsimo originate saaza precedent) Dal campo delU teenies de
per scnvere TABULATO.RE DEC1MALE AUT0HAT1C0 cim
RE Li. I 1NTERE AM8IAB ILi a mane- con la massima lecilitl in p
INVERBIONE AUTDMATICA DEL NASTRO con eguale d.olce
npesta-
CAR
16 TIPI DI CARATTERE PER LA VOSTRA SCELTA
Nessuna macehina ai mondo
pud compelere con la M. 40
Olivetti quanto a nitidezza di
scrittura. mcisione perielta
di matrici per duplicators
numero e ieggibilita di copie
(fine a IS copie leggibili)
ADVERTISING WHICH APPEALS EFFECTIVELY TO THE
