PRESS ADVERTISING To quote from an Art and Industry review of press advertising (March, 1938) Advertising men keyed their campaigns to public needs more successfully than ever before. Advertising is getting to grips with the problem of printed selling through a deeper under standing of people." Advertising discovered psychology The generalisation appears to be as true as anyexcept that, on reconsideration, public needs may be queried. What the public needswithout going into any profound analysis of the definition of needs is not always a matter for the advertising man. His problem may be to create a desire for something that no one knew existed and that no one really needs. "The beginning was marked," the review continued, of a more vital and dramatic approach. The hopes and fears of the man in the street were understood and utilised as never before." And, of course, of the womanparticu larly the woman Strip technique continued to be em ployed to play on feminine hopes and fears, especially fears. New horrors were added to B.O. and Halitosis Cosmetic Skin (Lux Toilet Soap), Night Starva tion (Horlicks), etc. How to capture and to hold your man was the theme of innumerable cartoon campaigns. Naturally it was well worked by cosmetic advertisers but even RINSO (J. WALTER THOMPSON) could be the secret of retaining a husband's love. Not that the cartoon method was despised in the appeal to men. In fact, one of the most sensational, not to say vulgar, of all was the strip series for Plus Two cigarettesHe saved 2/1 a week and became a millionaire, surrounded by chorus girls and magnums of champagne." Is this good psychology In a necessarily condensed survey of the outstanding campaigns of the year, it is inevitable there should be many omissions but we are attempting only to illustrate trends and give some pointers to the work of the Agencies. I like itseries for Nestles Ltd. (HOBSONS)people probably do eat chocolate more for the reason that they like it than for any other. Sparkling Cole Porterish, topical copy Reasons for drinking Guinness (BENSONS) that it is synonymous with goodness and that it gives strength. Every Guinness advertisement was well designed, well and often wittily written. Apart from the several series, there were some brilliant topical efforts, notably the Boat Race Day jeu d'esprit showing two great barges Guinness for StrengthThe co-operative Beer account went to CRAWFORD S who began with a series of rhyme sheets and later used close-up photography. The G.P.O. series by PEMBERTONSamusing exaggeration to emphasise occasions for the use of Greeting's Telegrams (notably the swot walking off with a huge stack of prizes). The G.P.O. account then passed to MATHER AND CROWTHER, whose typographical series has been referred to elsewhere. More exaggera tion in the Churchman Cigarettes series. Tell I'll be there in 15 minutes I'm just enjoying a Churchman's No. 1 (PRITCHARD WOOD). Humour was well to the fore during the yearbut in most cases there was sound psychology behind the fun. The Shell series, for example Some phrases seldom ring true (REGENT). And the Kia-Ora rhymes (ARMSTRONG WARDEN). For a newly-established agency, ARMSTRONG WARDEN made rapid progress, were appointed to conduct the Physical Fitness Campaign The witty Austin Reed advertising For Men About Regent Street (PRITCHARD WOOD, who removed to Savile Row during the year) maintained its high standard. Many men seek eagerly for these advertisements in their evening papers. Then there were the Greys Cigarettes parodies (L.P.E.) over which controversy was aroused. Worthington (CRAWFORD) abandoned humour for some excellent photographs of" This England," and some good, if rather precious, copy. The influence of modern newspaper make-up could be traced in the work of many agency designers. For example Cadbury's Bournville Cocoa campaign (L.P.E.) with lively photographs, editorial in character, vigorous headlines, newsy copy, altogether busy looking adver tisements. The Bourn-Vita Night Before series was of the same character. Among cereal advertisers, Shredded Wheat (PRATT CO.) pursued a vigorous policy and illustrated the 5 Food Values with realistic attractive photographs and sound copy. Kelloggs advertising (DORLAND) was also notable, stressing to breakfast-snatchers that a quick breakfast can also be a complete and satisfying one. Other campaigns worth noting (see also Ashley's selec tion for Great Britain) Ford Cars (N. W. AYER) Hercules CyclesBy Hercules (ROYDS)Accles and Pollock (NOTLEY)Quickies Ever-moistFace Cleanser Pads (GARLAND)Kodak (BENSON)Gas —Mr. Therm's adventures and his O.D.B. Order of the Daily Bath" (L.P.E.); Bass (HIGHAM)Cool-tipt Abdulla Cigarettes (L.P.E.)Co-operative Campaign for Bread (HIGHAM); Hall's Wine (J. WALTER THOMPSON)Herrings Industry Board (BENSON) L.P.T.B. advertising; Wolsey (CRAWFORD); Tootal Ties (DERRICK)Austin Cars (WINTER THOMAS) Philips Radio (ERWIN WASEY); Jaeger (COLMAN PRENTIS VARLEY)Barratt'sWalk the Barratt Way (CRAWFORD)Pond's (J. WALTER THOMP SON) Kayser Stockings (CRAWFORD)Aristoc Stockings (L.P.E.)Morton Sundour Fabrics (R. AN DERSON Genasprin (MATHER CROWTHER) Maclean's Tooth Paste (BENSON)Will's Gold Flake Cigarettes (BENSON)Murphy Radio (CASSON) Courtaulds (ERWIN WASEY)Bob Martin (EVERETT JONES DELAMERE); H.M.V. Household Appli ances (HIGHAM)Whitbread'sThis is a Whitbread House (HOBSON)Pear's Soap, If Andrew Pears were alive to-day (LINTAS)Kensitas Cigarettes You get 4 more (LORD THOMAS)Slazengers (NOTLEY)Cantilever Shoes (PEMBERTON)Bird's Custardbringing in the vitamins (ROYDS)Harvey Nichols (SAMSON CLARK)Optical Board of Pub licity (SERVICE)Imperial Airways (STUART) Rowntree'sAero Chocolate, Black Magic, etc. (J. WALTER THOMPSON). Technical or specialised Agencies responsible for sound work during the year include ANDERSON ADVER TISINGLINDUM; CLAYTON; JACKSON'S ADVERTISING SERVICE; HONYHERITAGE PETERS TECHNICAL ADVERTISING SERVICE. It is not to be taken that these agencies do not also handle general advertising. The year was marked by the entry of the B.M.A. into BUYER'S GUIDE Continued on Page IV) II

Modern Publicity en | 1938 | | page 148