|
Not only in picturing the collar or the clothes, but in
picturing men whom others envy, in surroundings which others
covet. The pictures subtly suggest that these articles of apparel will
aid men to those desired positions.
So with correspondence schools. Theirs is traced advertising.
Picturing men in high positions of taking upward steps forms a very
convincing argument.
So with beauty articles. Picturing beautiful women, admired and
attractive, is a supreme inducement. But there is a great advantage in including a fascinated man. Women desire beauty largely because of men. Then show them using their beauty, as women do use it, to gain maximum effect.
Advertising pictures should not be eccentric. Don't treat your
subject lightly. Don't lessen respect for your self or your article by
any attempt at frivolity. People do not patronize a clown. There are
two things about which men should not joke. One is business, one is home. An eccentric picture may do you serious damage. One may gain attention by wearing a fools cap. But he would ruin his selling prospects.
Then a picture which is eccentric or unique takes attention from
your subject. You cannot afford to do that. Your main appeal lies in
headline.
|
