WITH A TUBE?
Tell the Sergeant-Major
that I'll be there in 15 minutes.
Explain that I'm just enjoying
a CHURCHMAN'S No. I
I have chosen the four advertisements shown here as good examples
of exaggeration, dramatically used to create an unusual and striking
effect. In the Churchman advertisement the idea itself is an amusing
over-statement—its very impossibility as a happening in life, like a good
farce, holds our attention and makes us laugh. Having won the reader's
interest the implication that Churchman s are good cigarettes is absorbed
unconsciously. The proportions of the advertisement are good. The
simple cut-out half-tone reminiscent of a magazine illustration first attracts
our attention—creating the right mood before reading the text below—
wherein, of course, lies the real message. The Accles and Pollock
advertisement demonstrates visual exaggeration whereby the actual
product is shown in over-life size which enlarges its significance just as
Churchman's No. 1 Cigarettes Famous for their Fine flavour 10for7d. 20 for 1/2
Advertisement AgentF. C. Pritchard, Wood Partners Ltd.
Advertiser W. A. A. C. Churchman
If you're a fisherman you've seen or will see the apollo tubular steel fishing rods.
We make them. You may not be an enthusiast with the fly but the point is chat
if we can draw a steel tube to the fine limits needed For a fly rod there is very little
we can't do to a steel tube. Hundreds of things you handle every day are made from
steel tubes in your business-there may be something you make, something you use
thac would be better if made from steel tubes. Ask Accles Pollock about it.
Makers and manipulators of weldless steel tubes
Advertisement Designer E. F. Ballard
AgentCecil D. Notley Advertising Ltd. Advertiser Accles Pollock Ltd.