Sorry, but I must say one word more about the radio in connection with advertising and it is lack of eye-value. Copywriter though I he, I must still admit the great worth of the right illustration to an advertisement. Giving the radio all the advantage the fact remains that while it may be able to attract the ear with entertainment before it assaidts it with some advertising message which in most instances has no relation to the free show which accompanies it, it still lacks ability to picture the product or to picture any scene which dramatises the product. It takes the picture maker to present to the mind, by way of its most registering force, the eye, the true impression of the product, the true services of the product. Brush, pencil and camera they possess abilities the radio cannot duplicate. As the eye is the most reliable agent of the mind it is the one to which the mind gives most heed, most response. The mind remembers the messages transmitted to it by the eye longer than it does those sent to it by any of its other agents. So let us be aware of the fact that because of the importance of commercial art to advertising its responsibility is proportionately great. THE PACKAGE Most advertisements are concerned with things. Even when that which is purchased takes the title of a service there is usually a thing involved in the operation of that service. A telephone instrument is useless unless it is connected with some means of voice transmission yet without the instru ment, all the elaborate wiring, all the vast systems of switchboards, human and mechanical operations, control and direction would he just as useless as the unconnected instrument. To the consumer, the telephone instrument is the package in which the telej)hone service is delivered. To the motorist, the motor car is the package in which a means of transportation is delivered. Hardly do I need to go farther in that direction. You see the point I am trying to make. Practically everything advertised is possessed of some form of package. We need to consider that fact and not confine our packaging outlook to tins and tubes and cartons. Modern publicity has made use of that freedom very effectively in many instances. It can do so in many more instancesprovided modern publicity can persuade the advertiser to make and keep his package modern. Some of the most painful results which have offended the consumer eye, when it has 23

Modern Publicity en | 1934 | | page 29