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.