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The Art Of Advertising

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Advertising ia an art. It fisrnishea L field for human ingentrity equal n extent and interest to that of any other art. You have wares for sale. You want the public to know that you have warea for sale. You ononot depeüd exclusively upon the accidental paaaers-by. They may not see your eign, however conspicuos its Jocátion, or however gaudy the colora in which it may be paiuted. And thea there are other shops on the street besidea youfs. The passer-by may pass your door and pass in at the door of your rival, or he may never reach your door, having been airested by your neighbor's sgn bsfore he could gat to yours. So, then, what with the multiplicity of competitora and the impartiality of customers, you are put to the uecessity of giving that emphasis to your existence without which yoil are in danger of losing sigbt of yourself, to say aothing of those losing sight of it upon whom you are dopendent for your daily bread. Yöu ïntist, therefore, resort to Bome means fair and honorable by which you shall attract the steps of the passerby to the steps of your store. Thia can be done by adveitisiug, as it oan be doue by no other ineans. Because adyertiaing is the art oí so filling the eyes and ears of those who want to buy with the ."local habitation and the name" of hitn who wants to sell, that the formcr and the lptter of those partiea come iuetiuctivaly together. The object of the ad vertiser who is an artiet in the thiug, ia to cngross the eye ot the public - to make the purchasing public familiar with what be has for sale, and where it may be found. Tbe purchaser is passiva ; the sjller must be active. The buycr is irdiöerent ; the seller must put a stop to this iudifference. Purchagers are led by the eyes. The advertiser lays hold upon the eye. Tho adver tisemenl fails that does not become familiar to tho eyes - that ia not learned by the heart by its reader. You cannot count tnucb. on the reader's mWng a monioraudum of it. We remember thuse things lougest that wo learned earieat. That is becausa what we learned first we learued by heart. Childran's cssons are committed to memorv, henee ivo in the memory, aud live as loug as the memory. We cuu recall tho simple couplet ot the Speller aud Definer easier iiau we aun repeat a passagt) froin the ast public speeuh. And tlie lcou i ( ur childhood that was committed to neniory, and which the memory still etains, was nút put so as to stay put uutil it was repoutüd to the eye, and re lenrsed to tho ear, over and ovor again. Dnce eorumitted, it is never forgotten. We oould not forget it if w vvould, aud vsould not if we could. The priuciple upou whioh advertising )ays, is that vvhich our school lessim taya. It is the principie of leurning by it'art or ootnniittiiig to memory. Tho ye is assailt'd with such asidui!.y, ireueucv, aud pemistency that it fiuully earns by heart that by which it is isailod. Tbrough the abiquilous adver.isemdnt you become thorougbly fumiliar with the whereabouts of the wares thut t is designad to adve:tiae, and whou you ro in want of those wares you have beir whereabouts by heurt, and tliere ou go to gat them. The uiultitude )uy at the shop thtjy have heard of, in referenee to the shop whichthey see on he street for the firat time. The favorte counter is the counter that we are most familiar with. Fortunes have )8an made out of the principie we dis ouree upon. ïhu "bitters,'' are bought most that are most advertised. Ttiat hair tomo outstrips competitors in ciroulation, whioh can outstrip its oorapetitors in engrossing the nttentiou of ihote who use the article. Pilla go down fast enough, if they are only talked up fa.f t enoueh. We hnve known a :nan to rise frorn piDohiug poverty to lusurious wealth wholly and solely from his assiduous applicatioQ to thü art of advertising. Truc, he had sometliing to advertiso. And it was a bonofioial rather tban a deleterioua ware It doesu't make the hair erow but it oleanses it. It was uot the ware itself at all, but altogother the advertising of it that made it prevalent, aud its örigiuator riuh. Ho rose to affluence by the art of advertising, not by the scienee of rnaking hair tonio. When the market was, wnut wo would suppose, glutted with bftir touics, this mdefatigable New York Yankee stepped into tho riiarket place nith a Bpeoimen of the artiole that in two years' time was on every body's head, aud had fillod the poekets oí its inventor with everybody'n greenback ts. And ao appetite for an article is created by án assiduoua advurtising of it. The deraaud is created by the supply. We buy moro from beiDg so familiar with where and of whotn we may buy. In short, we can attribute tho absenoe of many a penny frotu our pocket, ana its preKünee in the pocket of a fellow be ing, by tho Kimple fact that the fellow beiug is a pertinaoious advertiser who never takes uo for an snswer, aod tievur Iets go of yon wheu he one guts hold of you. C3ST Erasmus replied to the Pupe, who had blamed bim for nr t keepihg Lent : " My mind is (Tatbolrc, but ui y ; Rtoraach is Protestant.''


Old News
Michigan Argus