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. 57 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 utnness youve Advertisement LayoutS. A. Knight Drawing Rix AgentAlfred Pemberton Ltd. Advertiser G.P.O. Advertisement Drawing Rex Whistler AgentS. H. Benson Ltd. Advertiser Arthur Guinness, Son Co. Ltd.

Modern Publicity en | 1938 | | page 59