i can tell Cr t leys m THE DARK! the microscope does in comparison to an ordinary camera. The dramatic effect is obtained by showing both the enlarged and the normal proportion in one advertisement. In the Jaeger advertisement the exaggeration used is of a different order altogethermore subtle because the effect is made up of a combination of little exaggerations. This is because it is necessary in fashion advertising today to bring out, not only the style points ol the garments, but to throw glamour round the wearer. In such a way a sense of chic is evoked which not only qualifies the garment, but creates that prestige round the name so necessary to a fashion firm. The sketch implies chic by making the head smaller than in real life, thus giving height and slimness. The exaggerated sweep of the cape accentuates the narrow waist of the wearer. The simplicity of the tech nique gives strength and character. In the Greys advertisement, literary and visual exaggeration combine happily together. This is the cartoon method, which presents its over-statement more satirically than the bluff obviousness of the Churchman method. The technique of the drawing, taken from a magazine context, helps to intensify its entertainment value. 6g> Advertisement Layout Terence Prentis. Drawing Francis Marshal! Agent Colman, Prentis Varley Ltd. Advertisers The Jaeger Co. Ltd. Advertisement Artist: Frank Ford AgentLondon Press Exchange Ltd. Advertiser: The United Kingdom Tobacco Co. Ltd. There's no mistaking that fragrant aroma, that aromatic fragrance, that bouquetthat sweet-smelling, balmy Quite. What one is trying to say is that Greys are very good cigarettes. THE ill |*AW CIGARETTES P PL- y JB Ten for sixpence

Modern Publicity en | 1938 | | page 71