PRESS—FIIOD lilt I Mi
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a matter of
"I he gintleiiuiH uishet to iipologi:
MH illinws MOUIUSON I VK.\K.II (II
I. ADVERTISER White Rock Mineral Springs Co.,
Waukesha, U.S.A. designer Peckhoff. agent
Newell-Emett Co., Inc. 2. advertiser Old Grand-
Dad Distillery Co., Louisville, U.S.A. 3. advertiser
White Rock Mineral Springs Co., Waukesha, U.S.A.
DESIGNERPeckhoff. agent Newell-Emett Co.,
Inc. 4. advertiser Park Tilford Import Corp.,
New York, agent and designer Charles M.
Storm, Inc., New York. Appeared in Esquire and
New Yorker. In this type of advertising physical
presentation and the atmosphere conveyed by illus
tration have proved of much greater importance than
any amount of copy. Problem is rendered more
difficult in United States because of regulations pro
hibiting pictures of women in liquor advertising.
Masculine atmosphere is given by photograph and
by use of type, Greco Bold and Futura Demibold with
hand-lettering. 5. advertiser Seagram Distillers
Corp. agent Cecil, Warwick Legler, New York.
designer Arthur Deerson. Prestige campaign in
national magazines, employing colour photography.
Restrictions imposed by the Federal Alcoholic Ad
ministration limit the claims that may be made in
liquor advertisements appearing in United States
publications. Prestige is the quality sought. On the
opposite page is the same product as advertised to the
British market, agent Regent Advertising Service,
Ltd. designer Tom Gentleman.