All four examples shown on this spread seem to me to be good instances of press
advertisements which surprise the eye. They have only got to appear in the papers or
magazines to be seen immediately by the most casual glancer. The Tinling one by
reason of its unusual texture—its sense of silken luxury allied to surrealist imageryevokes
a sensation of avant-garde creation in the dress world. A powerful yet subtle symbol
well-contrived for its purpose. 1 he Elizabeth Arden advertisement appeared in colour
in the smart magazines, catching one's interest by the novel idea of having the figure in
the picture write the headline. A few elements only, brilliantly arranged typographically,
giving scale to the graceful sketch by Francis Marshall. The Worth magazine-page
creates a sense of importance and elegance owing to a minimum of material being extrava
gantly housed in an elaborate frameworkso contrived as to give a feeling of modernity
while still maintaining the richness of traditional ornament. A striking example of an
advertisement depending entirely on the skill of a craftsman in decoration for its effect.
The Beer press advertisement depends for its effect on a space unusually deep for its width.
The rhyme sheet form exploits this to advantage. Luckily, the key word Beer is able
to achieve scale because of its shortness. The rugged simplicity of the technique is in
keeping with the rugged simplicity of Beer. The rollicking rhymes suggest the conviviality
of the Inn.
Advertisement Designer H. Schleger
AgentJohn Tait Partners Ltd.
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