Pictures in advertising are very expensive. Not in cost of good art
work alone, but in the cost of space. From one-third to one-half of
an advertising campaign is often staked on the power of the pictures.
Anything expensive must be effective, else it involves much waste. So art in advertising is a study of paramount importance. Pictures
should not be used merely because they are interesting. Or to attract attention. Or to decorate an ad. We have covered these points elsewhere. Ads are not written to interest, please or amuse. You are not writing to please the hoi-polloi. You are writing on a serious subject – the subject of money spending. And you address a restricted minority.
Use pictures only to attract those who may profit you. Use them
only when they form a better selling argument than the same amount of space set in type.
Mail order advertisers, as we have said, have pictures down to a
science. Some use large pictures, some small, some omit pictures
entirely. A noticeable fact is that none of them uses expensive art
work. Be sure that all these things are done for reasons made
apparent by results. Any other advertiser should apply the same
principles. Or, if none exist to apply to his line, he should work out
his own by tests. It is certainly unwise to spend large sums on a
dubious adventure.
Pictures in many lines form a major factor. Omitting the lines
where the article itself should be pictured. In some lines, like Arrow
Collars and most in clothing advertising, pictures have proved most convincing.
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