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Advertising: A Practical Presentation of the Principles Underlying the ...
George Burton Hotchkiss
Δεν υπάρχει διαθέσιμη προεπισκόπηση - 2018
actual advertising amount appeal arrangement association attention attract become building buying called cent character circulation City color commodity Company connection consideration considered consumer consumption copy cost course covered dealer definite desire determine developed direct display distinctive economic effect elements expense expression fact factors feeling field figures force functions give given hand human ideas illustration important increase indicate individual instincts interest kind language less letters limitations lines magazines manufacturer material matter means ment method mind motor nature necessary needs newspaper operation organization particular period picture position possible present principles question reader reason relation relative requirements secured selling space strength style suggestion thing tion trade unit usually various write York
Σελίδα 403 - A circle is a plane figure bounded by a curved line, every point of which is equally distant from a point within called the center.
Σελίδα 238 - ... ^Spiteful little voices in the domain of art were raised against our own Whistler as a mountebank, long after the big world had acclaimed him its greatest artistic genius. ^Multitudes flocked to Bayreuth to worship at the musical shrine of Wagner, while the little group of those...
Σελίδα 238 - Whatsoever you write, or paint, or play, or sing, or build, no one will strive to surpass or to slander you, unless your work be stamped with the seal of genius.
Σελίδα 239 - I Am the Printing Press. I am the printing press, born of the mother earth. My heart is of steel, my limbs are of iron, and my fingers are of brass. I sing the songs of the world, the oratorios of history, the symphonies of all time.
Σελίδα 177 - AMERICAN TELEPHONE AND TELEGRAPH COMPANY AND ASSOCIATED COMPANIES One Policy One System Universal Service...
Σελίδα 84 - Values range thus from 0 to 100, the appeal indicated by the highest number being the strongest in pulling power. The actual values range from 4 to 94, with either men or women, and from 10 to 92 when men and women are combined. Appeal Strength Healthfulness 92 Cleanliness 92 Scientific Construction 88 Time Saved 84 Appetizing 82 Efficiency 82 Safety 80 Durability 78 Quality 72 Modernity 72 Family Affection 70 Reputation of Firm 58 Guarantee 58 Sympathy 54 Medicinal 50 Imitation 50 Elegance 48 Courtesy...
Σελίδα 184 - The proof is in the hearing. Any Victor dealer in any city in the world will gladly play for you Victor Records by Caruso or any other of the world's greatest artists.
Σελίδα 114 - The method is peculiarly effective although the manipulated man does not remember ever having made any such suggestion. It is enough that the plan seems to be his own or is stated by another to be so. So in advertising, arrogance, domination, should not be attempted. It is at once resented and resisted. The more indirect the suggestion, the more it can be made to be an original determination or plan or conclusion on the part of the reader, the more its dynamic power. (See illustration, page...
Σελίδα 231 - Bathe your face for several minutes with Resinol Soap and warm water, working the creamy lather into the skin gently with the finger-tips. Then wash off with more Resinol Soap and warm water, finishing with a dash of clear cold water to close the pores. Do this once or twice a day, and you will be astonished how quickly the healing, antiseptic Resinol balsams soothe and cleanse the pores, remove pimples and blackheads, and leave the complexion clear, fresh and velvety.
Σελίδα 364 - To take value and separate it from intensity is to understand how to produce color contrasts which are most effective and most efficient in conveying ideas in their strongest ways. A color may have as many value steps as can be detected between white and black ; but, for convenience sake, we usually scale a color into nine steps, called white, high light, light, low light, middle, high dark, dark, low dark, black. This division makes it possible to see colors in their value relations. To judge them...