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. 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.
Over-shadow that and you kill it. Don't, to gain general and useless attention,
sacrifice the attention that you want.
Don't be like a salesman who wears conspicuous clothes. The small percentage
he appeals to are not usually good buyers. The great majority of the sane and
thrifty heartily despise him. Be normal in everything you do when you are
seeking confidence and conviction.
Generalities cannot be applied to art. There are seeming exceptions to most
statements. Each line must be studied by itself.
But the picture must help sell the goods. It should help more than anything
else could do in like space, else use that something else.
Many pictures tell a story better than type can do. In advertising of Puffed
Grains the picture of the grains were found to be most effective. They awake
curiosity. No figure drawing in that case compare in results with these grains.
Other pictures form a total loss. We have cited cases of that kind. The only
way to know, as is with most other questions, is by compared results.
There are disputed questions in art work which we will cite without
expressing opinions. They seem to be answered both ways, according to the line
which is advertised.
Does it pay better to use fine art work or ordinary? Some advertisers pay up
to $2,000 per drawing. They figure that the space is expensive. The art cost is
small in comparison. So they consider the best worth its cost.
Others argue that few people have art education. They bring out their ideas,
and bring them out well, at a fraction of the cost. Mail order advertisers are
generally in this class.
The question is one of small moment. Certainly good art pays as well as
mediocre. And the cost of preparing ads is very small compared with the cost of
insertion.
Should every ad have a new picture? Or may a picture be repeated? Both
viewpoints have many supporters. The probability is that repetition is an
economy. We are after new customers always. It is not probably that they
remember a picture we have used before. If they do, repetition does not detract.
Do color pictures pay better than black and white? Not generally, according
to the evidence we have gathered to date. Yet there are exceptions. Certain food
dishes look far better in colors. Tests on lines like oranges, desserts, etc.
show that color pays. Color comes close to placing the products in actual
exhibition.
But color used to amuse or to gain attention is like anything else that we
use for that purpose. It may attract many times as many people, yet not secure a
hearing from as many whom we want. The general rule applies. Do nothing to
merely interest, amuse, or attract. That is not your province. Do only that
which wins the people you are after in the cheapest possible way.
But these are minor questions. They are mere economies, not largely affecting
the results of a campaign.
Some things you do may cut all your results in two. Other things can be done
which multiply those results. Minor costs are insignificant when compared with
basic principles. One man may do business in a shed, another in a palace. That
is immaterial. The great question is, ones power to get the maximum results.
Table of Contents
Chapter Ten