If we ask what Tolmer means by the modern movement, though he does not define it in so many words, our knowledge of his general attitude will tell us that he means the employment of every art in the way most in harmony with social ideals of to-day. If we turn to Italy and Germany we find still greater stress laid on the organic connection of publicity with the organisation of the state. In Ricciardi's definition its mission is to aid ultimately in the prosperity and security of the nation. In Germany it has the same end, and trickiness and stunting are deprecated as being unworthy of it. The relation existing or desirable to-day between state and private enterprise, between individual problems of selling and civilised standards of living, becomes clearer and we think will present a more encouraging vista from this cross-section of what the creators of advertising are doing and thinking. The sections show how much excellent and vigorous advertising is being produced in Americathat in France, though Tolmer criticizes the slowing pace of experiment in advertising design, there is much work of a high artistic order. Strictly limiting his section in the endeavour to arrive at principles rather than to give a comprehensive but miscel laneous selection, Ashley shows the high standard in the combination of creative ideas and creative technique attained in Great Britain. German advertising, not so daring as in former years, reaches a level of quiet competence, whilst Italy, whose advertising, except for travel, is very self-contained and concentrated on the various aspects of self- sufficiency, is often extremely interesting in design and conception. In addition to the national sections, the trend in packaging and adverti sing photography is marked by a limited illustrated section and notes on production complete the year's record. That in previous years we have commented on a dwindling of new ideas in design has been taken by one or two superficial critics to mean that we approved of such a tendency. This is not the case. It should be obvious that publicity constantly needs the refreshing impulse of new ideas. The amount of stimulating work it is possible to present this year, in spite of some gaps and some disappointments, shows that the creative spirit in advertising is still alive. The increasing importance of the part it has to play in modern life is definitely affirmed. THE EDITORS 8

Modern Publicity en | 1938 | | page 10