Send him a GREETINGS TELEGRAM
The three advertisements shown here seem to me remarkable
as demonstrating the growing use of fantasy as a means of
stimulating an emotional intensity round an otherwise possibly
humdrum subject. For many of us, our interest is only
aroused when our emotions are engaged. The technical
complexity of Shell Petrol components set out in a scientific
textbook manner would not stand a chance of being read
let alone understood by the public. Zero's fanciful diagram
fascinates us and illuminates the point of the product without
taking a heavy toll of our mental powers. The G.P.O.
advertisement uses a completely different form of fantasy.
Here we have the wish-fulfilment dream, dear to the heart
of every gardener. It is clever layout to make the proportions
of the illustration to the total space as enormous as the
mammoth marrow is to the rest of the vegetables. The
Daisy, Daisy fantasy takes everyone over thirty back to
the romantic past. The sophisticated satire of drawing and
parody on the song are an example of technical virtuosity
which is very entertaining. A pastiche of creative ingenuity,
it succeeds in beguiling our minds with what is really a very
homely producta glass of stout.
Ninepence for nine words is all it coots to have ,-our telegram
delivered on a gaily designed and coloured form, enclosed in a
golden envelope. For congratulations, good wishes, or good news
of any description use the Greetings Telegram. Every telephone^,
is a Telegraph Office. Ju3t ask for "Telegrams". GPQ
Daily, Daisy, give me a sandwich, do!
Don't be lazy, give me my Guinness, too!
For lunch isn't lunch without it.
So hurry up about it 1
Advertisement LayoutS. A. Knight
AgentAlfred Pemberton Ltd. Advertiser G.P.O.
Advertisement Drawing Rex Whistler
AgentS. H. Benson Ltd.
Advertiser Arthur Guinness, Son Co. Ltd.